MANILA, Philippines – With more than half of the country's 90 million people already using mobile phones, the prospects for mobile services continue to grow.

This is especially true when mobile phone subscribers start demanding mobile services beyond SMS or text messaging and even downloading music or video files.

Some of the new mobile applications that are seeing action are a broad range of location-based services that allow subscribers to remotely track and manage their businesses. Another service is mobile payment wherein a mobile phone can work as an electronic wallet to pay for products or services.

Telecommunications companies are already taking notice with mobile applications. Bigger demand is coming from local businesses that are turning their office-based employees into a mobile workforce by having them use their phones as their essential business tool.

Most existing personal and business applications are developed using Java on top of Symbian operating system for phones. However, a growing number of applications are making their way on the Apple iPhone, especially with its touch screen feature and easy-to-use development kit.

With much potential coming from mobile applications, it is no surprise that certain companies are conducting competitions to find innovative mobile software.

Smart Communications started its own Wireless Engineering Education Program (SWEEP), which rewards students with commercially viable mobile applications.

Following the lead from Smart, two other companies have started their own mobile applications competition. Internet services firm IPVG and the Ayala Technology Business Incubator (ATBI) announced MobileXtreme, a nationwide contest for the best mobile applications developers.

While Smart SWEEP focuses on student projects, MobileXtreme is open to corporate and independent developers. Contestants have to create applications that best fit certain categories. In this case, there are categories for entertainment, enterprise productivity, and public service applications.

The competition is set to start this November until February 2010. Winning groups or individuals would have a chance to turn their experimental applications into real-world products.

The competition is also sponsored by IPVG's MegaMobile division and Ayala-owned GlobeLabs.