As all of the major OS and handset vendors launch their app storefronts, mobile operators are planning to do the same, if only to stay relevant in the content value chain. But it’s easier said than done, not least because it’s not yet clear just where cellcos fit in the app store ecosystem.
For Ashish Thomas, director of SingTel Group Innovations, that role should primarily be governed by market and customer nuances.
“In mature markets where smartphone penetration is high and consumers have options to pay through credit cards and alternative payment methods are widely accepted and adopted, operators would do better with partnering with players who have robust offerings,” says Thomas.
“Then there are markets where very few customers are banked or who have credit cards and smartphone penetration is limited,” he adds.
“In such markets, operators can have a headstart and lead the application and services ecosystem.”
For more on the role of cellcos and other opportunities in the app store future, don’t miss AppsXchange Asia 2009, coming to Hong Kong November 16-17.