Operator strategies in the application store ecosystem
Apple has changed the rules for mobile content, and application stores are here to stay. Indeed, they are part of a wider shift towards the Internet as a platform for applications – mobile or otherwise. Operators need to embrace this shift; the big question is, how can they do this successfully and in a way that provides meaningful differentiation in an increasingly competitive app store market?
EXECUTIVE SUMMARY
IN A NUTSHELL
OVUM VIEW
WHY OPERATORS WANT APPLICATION STORES
IMPROVED CONTENT AND APPLICATIONS PORTFOLIO
GETTING AWAY FROM THE COMMON DENOMINATOR
POTENTIAL FOR DIFFERENTIATION AND LOYALTY
REVENUE OPPORTUNITIES
THE NETWORK API OPPORTUNITY
THE ROLE OF ADVERTISING
OPERATOR APPLICATION STORE STRATEGIES
MORE OPTIONS THAN YOU MIGHT THINK
BUILDING A FULLY FLEDGED APP STORE IS AN OPTION FOR THE FEW
SUPPORT A DEVICE VENDOR OR OTHER THIRD-PARTY APPLICATION STORE
BE MORE CREATIVE AND FORWARD-LOOKING WHEN ADOPTING THIS STRATEGY
INTRODUCE APPLICATION STORE ELEMENTS INTO AN EXISTING SERVICE
A LESS RISKY APPROACH THAT COULD BE DRESSED UP OR DOWN
PARTNER WITH OTHER OPERATORS
TAKE A HOSTED SOLUTION
MAKING OPERATOR APPLICATION STORES STAND OUT
DIFFERENTATION IS THE CRUNCH POINT
DON’T JUST LOOK TO APPLE FOR INSPIRATION
PLAY TO KEY STRENGTHS – DON’T MAKE IT A NUMBERS GAME
PLAY UP CORE CAPABILITIES – THEY ARE CONSIDERABLE
PUSH APP STORES BEYOND SMARTPHONES
LAYER ON ADDITIONAL SERVICES THAT ADD VALUE TO THE CORE PROPOSITION
BECOME THE TRUSTED APPLICATION STORE BRAND
TAKE AN INTELLIGENT APPROACH TO WHO YOU WORK WITH AND WHAT YOU PUT IN YOUR STORE
NOT ALL APPLICATION DEVELOPERS ARE CREATED EQUAL
INCLUDE TRADITIONAL OPERATOR CONTENT IN THE STORE
LINKING APP STORES TO CUSTOMISED DEVICES: HANDLE WITH CARE
IN A NUTSHELL
OVUM VIEW
WHY OPERATORS WANT APPLICATION STORES
IMPROVED CONTENT AND APPLICATIONS PORTFOLIO
GETTING AWAY FROM THE COMMON DENOMINATOR
POTENTIAL FOR DIFFERENTIATION AND LOYALTY
REVENUE OPPORTUNITIES
THE NETWORK API OPPORTUNITY
THE ROLE OF ADVERTISING
OPERATOR APPLICATION STORE STRATEGIES
MORE OPTIONS THAN YOU MIGHT THINK
BUILDING A FULLY FLEDGED APP STORE IS AN OPTION FOR THE FEW
SUPPORT A DEVICE VENDOR OR OTHER THIRD-PARTY APPLICATION STORE
BE MORE CREATIVE AND FORWARD-LOOKING WHEN ADOPTING THIS STRATEGY
INTRODUCE APPLICATION STORE ELEMENTS INTO AN EXISTING SERVICE
A LESS RISKY APPROACH THAT COULD BE DRESSED UP OR DOWN
PARTNER WITH OTHER OPERATORS
TAKE A HOSTED SOLUTION
MAKING OPERATOR APPLICATION STORES STAND OUT
DIFFERENTATION IS THE CRUNCH POINT
DON’T JUST LOOK TO APPLE FOR INSPIRATION
PLAY TO KEY STRENGTHS – DON’T MAKE IT A NUMBERS GAME
PLAY UP CORE CAPABILITIES – THEY ARE CONSIDERABLE
PUSH APP STORES BEYOND SMARTPHONES
LAYER ON ADDITIONAL SERVICES THAT ADD VALUE TO THE CORE PROPOSITION
BECOME THE TRUSTED APPLICATION STORE BRAND
TAKE AN INTELLIGENT APPROACH TO WHO YOU WORK WITH AND WHAT YOU PUT IN YOUR STORE
NOT ALL APPLICATION DEVELOPERS ARE CREATED EQUAL
INCLUDE TRADITIONAL OPERATOR CONTENT IN THE STORE
LINKING APP STORES TO CUSTOMISED DEVICES: HANDLE WITH CARE
LIST OF TABLES
Table 1: Application store overview for selected players
Table 1: Application store overview for selected players
LIST OF FIGURES
Figure 1: Revenue opportunities in an operator-controlled application store environment
Figure 2: Operator application store strategies
Figure 3: Taking a tiered, intelligent approach to application store partnering
Figure 1: Revenue opportunities in an operator-controlled application store environment
Figure 2: Operator application store strategies
Figure 3: Taking a tiered, intelligent approach to application store partnering
