Vodafone to remove branding with Android 2.2

Vodafone has reversed its decision to bring the much-maligned Vodafone 360 services and branding update to the HTC Desire.

The branding update, which added a number of irremovable apps to the homescreen as well as a new Vodafone 'splash' screen, started rolling out on 3 August but unhappy customers' comments quickly flooded the operator's own support forum.

Some users complained that the update had not been made optional, nor clearly disclosed its contents before installation. Others took issue with the actual contents of the software which included desktop shortcuts to dating websites.

"I feel you've just ruined my Desire with software I neither need nor want," one commenter, 'Allan87' wrote on the support forum.

Vodafone then issued a statement saying that the update had been temporarily put on hold as a result of customer feedback, and now the company has decided to reverse the 360 update altogether by removing the apps and branding from the Froyo software.

The update was not mandatory but refusal resulted in a prompt to install in 14 days. Vodafone also told ZDNet UK that the contents would be included in the upcoming Android 2.2 upgrade, which it now says is expected in the next 7-10 days.

"The Android 2.2 update for Vodafone HTC Desire users will be based on the HTC open market version of the software and we will customise it to ensure our network settings are installed. For customers who have downloaded the recent 360 update for Android 2.1, we can confirm that the Android 2.2 update will remove the 360 applications and will leave the homepage and bookmarks on your current settings", said a company spokesperson.

Instead, Vodafone will now be giving customers the option to access its 360 services, like People, from the Android Marketplace. "We plan to make the 360 apps available in a separate update for the HTC Desire at a later date, giving customers the choice to download it", the spokesperson added.