Operator strategies in the application store ecosystem

Published by: Ovum Plc

Published: Oct. 7, 2009 - 18 Pages

Table of Contents

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

Abstract

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