US operator AT&T has beefed-up its standing in the US mobile applications market by acquiring Plusmo, a privately-held mobile apps developer. The Plusmo platform claims to reduce development time and costs by enabling developers to create widgets and applications using open standards that enable easy deployment across multiple mobile operating systems and devices, including the iPhone, BlackBerry and Android-based devices. It also claims to have formed successful relationships with leading operators, handset manufacturers and well known publishers. The firm – which is backed by private-equity groups New Enterprise Associates and HRJ Capital – will become a part of AT&T Interactive, while the Plusmo mobile application development platform is expected to be used by multiple AT&T subsidiaries, including AT&T Mobility. Financial terms were not disclosed. “Plusmo’s technology will help us build upon the success and momentum we’re experiencing in mobile local search, which continues to see strong growth,” said David Krantz, president and CEO, AT&T Interactive.

The fast-growing mobile applications market has been dominated to date by Apple’s iPhone, which is offered exclusively by AT&T in the US. Apple claims to have recently surpassed 2 billion downloads via the App Store, which is available on the iPhone and iPod. However, commentators have seen AT&T’s latest acquisition as part of a strategy designed to replicate the App Store’s success across its other smartphones. Its main US rival – Verizon Wireless – is also in the process of rolling out an applications store known as V-Cast.