JAJAH on iPod Touch: a novel strategy.

JAJAH's announcement yesterday that they are bringing VoIP calling to the iPod Touch had an interesting twist to it.  The application will be offered to third parties who can brand it, and offer it as an additional service to their customers.  Imagine, for example, and AT&T branded softphone client for iPod Touch.  It's a novel idea which allows a carrier to extend it's brand onto non-phone devices. Given that the App Store is Apple's official channel, one wonders if there will suddenly be a proliferation of JAJAH softphones in the store, all branded differently.  Or are the folks in MountainView working another distribution strategy with the Cupertinians?