Handset maker ZTE has selected Celltick to power the start screen of its Android devices, using its Start platform to enable ZTE handset users to easily access the most relevant features and information.

Start is an intelligent Android interface that has been designed and developed to provide users with the information and apps they want when they wake up their phone. With Start, users can quickly launch apps of their choice, and get a quick view into their social media networks, news feeds, music services and multimedia.

Users can also personalize their start screen with stickers and play interactive games with the newly introduced lockgames feature. Start’s analytics engine uses a big data platform and proprietary recommendation algorithms that aid in adapting the screen to users based on how they use their device.

The Start ecosystem includes hundreds of themes, plug-ins, stickers and lockgames. Start has been adopted by operators, OEMs and media companies who distribute over 100m devices around the world. In 2014, Celltick powered billions of mobile-initiated commerce transactions for virtual and physical goods, serving more than 150m active consumers across 25 countries.

“This partnership is a testament of Celltick’s capabilities in providing solutions to leading device manufacturers that create differentiation,” said Celltick CEO Ronen Daniel. “Start enables partners like ZTE to provide higher value to their customers and create brand loyalty.”