Operator strategies in the application store ecosystem
Ovum Plc
October 7, 2009 18 Pages - SKU: OV2497297
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| 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?
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- 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
- List of Tables
- 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
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