It was interesting to hear Eitan Linker, CEO of emoze, talk about his company’s efforts to introduce the mass market to mobile push email at the Showstopper event on the eve of Mobile World Congress 2009.

Emoze’s free software enables users to configure multiple mobile email accounts and send and receive emails from corporate, personal and family accounts all on the same mobile.

Linker told that their aim is to simplify the user experience to help bring push email to as many people as possible – and obviously to emoze.

He said while there are more than one billion email accounts globally, RIM had only 20 million Blackberry subscribers for its email services – making it very much a niche market.

Emoze hopes to change that.

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"We are a win, win, win option," said Linker. "It’s a win for the carriers because we drive data; it’s a win for the handset manufacturers because we are not operator dependent; and it’s a win for the user because it’s a free application that’s easy to use."

Emoze’s goal is aided no end by the fact the software can be downloaded to a wide variety of mobile devices – from high-end smartphones to standard Java-enabled handsets.

As well as providing access to several types of email accounts, users can also access social networks such as Facebook.

While the application is free, users can upgrade from the basic one account option to a premium account, which allows them to have multiple accounts for EURO 1 per month.

Emoze also offers an enterprise solution, which enabled small companies to give staff email without the need – or the cost – of upgrading handsets.

"We are looking at the mass market and trying to make it easy for them," he said. "We are like the Skype of the push community."

As the company’s website explains:

"Emoze brings true mobility to the mass market by enabling users from all walks of life to turn their mobile phones and mobile devices into fully functional personal communication devices.

"Emoze has created real push-event technology. emoze delivers real-time, secure synchronization of emails, calendars and contacts – pushing data and updates anytime, anywhere using any mobile service provider network or WiFi.

With emoze’s unique technology, synchronization occurs every time there is an incoming or outgoing event, rather than via periodical checks for change."

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