From its first day, the main guideline of Tjat has been a "No Client" philosophy. Tjat was the first to offer mobile access to web IM communities such as Google Talk for mobile via a purely browser based solution, overcoming the "Device Fragmentation" issue at the root of many failed deployments of mobile services. This vision is also shared by Google, which betting that the future of Mobile Services is web-based applications, with its mobile Android operating system and the expected Chrome OS.

Vic Gundotra, Google’s engineering vice president (and developer evangelist), said during a speech at the recent Mobilebeat conference in San Francisco that mobile industry is heading towards web-based applications, rather than dedicated, native clients developed for a specific smartphone or operating systems. Google Talk for mobile is an example of such a web centric mobile service.

“Many, many applications can be delivered through the browser and what that does for our costs is stunning,” Gundotra was quoted in a Financial Times report. “We believe the web has won and over the next several years, the browser, for economic reasons almost, will become the platform that matters and certainly that’s where Google is investing.”

Tjat recognized early on that value added services need to be deployed to the full subscriber base in a cost effective way to be a viable offering. Web instant messaging solutions for the mobile (such as Google Talk for mobile) are no exceptions and must be affordable to users and cost effective to operators AND developers. Clients developed for a specific device are not cost effective and limit the distribution and ultimately, the profitability of the service.