Celltick, exhibiting at Apps World Europe this week, has launched a next-generation customisable Android interface called Start that not only aims to make the user experience more user friendly but also allow businesses and other companies to engage users from the start – their home screen – and is on the hunt for partners.

The interface sits as a layer on top of the user’s basic home screen and allows users to access their favourite functions from the home screen as soon as they wake up their phone. “We are developing technology to make the user’s life easier. The idea is that when they wake up their phone we give the user quick access to everything that matters to them the most,” says Ronen Daniel, CEO of Celltick.

Start allows the user to launch a number of apps from the home screen, navigating to whatever  app or function the user wants or uses most.  The Start interface also includes up to eight starter tabs which enable the user to keep up to date with the latest happenings on everything from social media channels to news, and can be changed according to preferences.

Celltick is concentrating on building relationships with partner companies – be they mobile operators or device manufacturers and has already partnered with the likes of Yahoo. “We are giving them a way to differentiate their product from the crowd and extend the relationship with users beyond the sale,” says Daniel.

And it will add further functionality to Start in 2014. “In our next stage we want to make the starters pop up and disappear based on location and time of day so that the starters will change according to your needs,” explains Daniel. This could be weather information followed by travel information for example.

“We want to further extend Start and make it a really useful Android user layer. We will add all sort of things so are looking for partners that can help us offer that,” says Daniel.