RCR Wireless News is reporting that People Magazine will be launching their own custom-built application:

The periodical launched People Mobile, a downloadable application that delivers breaking celebrity news, photo galleries, a puzzle game and a style blog. The application is available on carrier decks for $4 per month in addition to messaging charges

This is an interesting development, worth keeping an eye on. Not content to merely deliver a messaging or mobile web-based solution, People has built their own mobile application. And, bucking the usual model, the application itself is free; instead monetization will come through subscription access. If they see success with this strategy we might see a lot of brand-based, downloadable applications, especially if the FCC's recent ruling opens up the landscape.