While they are hesitating, many Internet players are already opening up their services (app stores) to the rest of the world developers. The Web developers have gone crazy in providing applications via Mashups.
Its the question - whether the telcos want to build their own application stores or enable 3rd party palyer to build theirs, its the network assets behind the apps that can set them apart with the Web/Internet players.
What telcos have that app stores don’t?
- Millions or tens of millions of existing subscribers
- Strong brand and trusted billing relationships with subscribers
- Rich subscriber profile data, including real-time information
- Universal authentication mechanisms through SIM cards
- Existing SDP infrastructure for retail mobile data content
- Advanced billing charging mechanisms
- Rich network-based service capabilities
- Network API usage - Service providers can charge for use of their network capabilities, such as location, presence, charging, and messaging - all of which developers can utilize to enrich their on-boarding applications (and charge premiums)
- Real-time promotion - Service providers can charge for enabling promotion campaigns around specific applications designed to fulfill specific dynamic criteria (i.e. location and profile)
- Cross-selling/promotions - Service providers could allow apps developers and publishers to self-promote their applications through add-ons presented to subscribers upon purchasing or searching other applications