HipLogic Raises $7 Million To Bring Smartphone Intelligence to Mass Market Phones

Mobile application platform HipLogic has raised $7 million in Series B funding from Benchmark Capital, Stage 1 Ventures, Bay Partners, and Accrue Sports and Entertainment Ventures. HipLogic’s platform helps improve content discoverability and applications on both smartphone and non-smartphones.

Formerly known as Numobiq, the startup raised $4.5 million in Series A funding in 2008. Founded by three veterans from Sun Microsystems, it wants to bring sophisticated applications to the simplest cell phones by keeping all the complexity in the network. In essence, HipLogic is trying to bring the quick, easy interface of the iPhone, Android and BlackBerry to more simple, lightweight phones that are available for the mass market.

HipLogic makes existing phones ‘smarter’ by allowing consumers to toggle on a more iPhone like interface complete with real-time content, social networking and apps. This is all done via a free downloadable mobile application that has yet to be launched. Behind the curtains, HipLogic’s application platform features a lightweight, JavaScript virtual machine connected to the cloud and aggregates info from network operators and the web to create mash-ups on mobile devices

HipLogic is currently being deployed through a partnership with The Carphone Warehouse, a European mobile retailer and hopes to partner with retailers and phone developers in the near future. The startup is remaining mum about the intricacies of its platform for now, but HipLogic could be on to something.