Hutchison Whampoa’s 3G unit, 3, has agreed to deploy Qualcomm’s BREW content delivery platform across a bunch of its X-Series devices.

Using BREW, 3 plans to embed applications on the handset to deliver a more integrated user experience, which in turn will encourage take up of services, the operator said.

Qualcomm claims that BREW changes the way people relate to wireless data services by enabling the discovery and delivery of high value content to enhance consumers’ mobile data experience.

Meanwhile, Indian operator Tata Indicom will be using the platform for the distribution of interactive advertisements in key BREW-based applications.

Ads in Tata Zone’s BREW applications will support many ‘click to’ actions including interactive voting, free ringtone download, coupons, SMS and click to call.