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ONE Smile is a pre-installed, ONE-branded handset menu giving the user direct access to a relevant content and services portfolio. The ONE Smile menu offers access to a number of key handset functions (contacts, camera, E-mail), ONE Info Services and key services on the mobile portal (Games, MMS content such as wallpaper, banking, and location-based ser-vices). The user can access all relevant functions using the ONE Smile menu without needing to use the native handset interface. ONE Smile supports comfortable access to content: its photo-realistic, attractive design allows users to navigate through the menu in an easy and entertaining way. With a user interface design that is unique for mobile phones, ONE Smile uses three-dimensional, illustrated icons, thus ideally supporting the company’s goals of increasing costumer loyalty and product affinity at the same time.