Transpond has rebranded itself to emphasize its new focus on application development. Formerly called iWidgets, the San Francisco company now provides tools to develop apps for a range of online and mobile platforms, including the Palm Pre.

Founded just two years ago, the startup has decided that widgets are on their way out, leaving competitors like Widgetbox and Mixercast out in the cold. Others like Slide and RockYou have also moved into the application space. Now, as an app developer, it allows companies to custom build video players, polls, quizzes and marketing applications for their sites. It counts CBS, CNN, Revision3, and the Lifetime Television Network among its clients.

Transpond’s specialty is its Write Once Engage Everywhere technology, which allows users to create an application that can then be ported to social networks, web sites and mobile interfaces. The company also offers a complete design and deployment service for clients that want to outsource yet customize the entire process.