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Mobile Application Stores: Assessing Opportunities for Telecom Operators

Mobile Application Stores: Assessing Opportunities for Telecom Operators

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Published by CapgeminiTME

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Published by: CapgeminiTME on Dec 14, 2010
Copyright:Attribution Non-commercial


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Telecom, Media & Entertainment
the way we see it
Mobile Application Stores
 Assessing Opportunities for TelecomOperators
Telecom & Media InsightsIssue 50
1Abstract22Introduction3Key Developments in the Mobile Application Store Market3Telco Activity in the Application Stores Space43Rationale for Telcos to Launch Application Stores6Revenues from Application Downloads are Set to Grow Exponentially6The Potential for Uplift in Data Access Revenues is Attractive7Storefronts Help Attract and Retain High-Value Subscribers8Do-Nothingis not an Option84Key Challenges for Telcos9Device Vendor-owned Application Stores Likely to Dominate9–Fragmentation of Developer Community10Declining Average Selling Price of Applications105Recommendations11Choose the Right Positioning Based on Scale11Support Device-Agnostic Platforms to Expand User Base12Consider Aggressive Revenue Share with Developers12Enhance Revenues through Innovative Pricing13
Mobile application stores have generated considerable interest and discussion inthe recent past. Particularly, the success of Apple’s application store for the iPhonehas established online storefronts as an important distribution channel for mobilecontent and applications. This has led device players, Operating System (OS)vendors, and many mobile operators to launch their own application stores. Weexpect the mobile application market to be worth almost US$ 9 billion globally by2013
. For operators, application stores can be an important lever to grow datarevenues—our estimates indicate that operators can improve their non-SMS datarevenues by 10 to 11% over a five year period, by leveraging direct revenuestreams through application downloads, mobile traffic as well as indirect revenuessuch as advertising and provision of billing services. However, telcos will need tocompete with device and OS vendor stores to attract consumers and developers totheir storefronts, which could prove to be a daunting task. Operators will alsoneed to develop sustainable revenue streams from application stores, in light of falling ASPs
and proliferation of free applications. We recommend global playerswith a large captive customer base to build end-to-end capabilities, while smallerregional telcos should undertake only select activities in-house, relying extensivelyon third-parties for the technology platform. Operators should launchplatform-agnostic application stores, and support non-device specific platforms inorder to target a wider subscriber base, and expand the market for mobileapplications. In order to maximize revenue potential from storefronts, operatorsshould also experiment with innovative pricing models that are linked to theusage, popularity and stickiness of the application. Moreover, operators can grownew revenue streams through the provision of white-label services such as billingsupport, customer management and payments to other storefronts.
Mobile Application Stores –Assessing Opportunities for Telecom Operators
 Telecom, Media & Entertainmentthe way we see it
1 Capgemini TME Strategy Lab Analysis.2 Average Selling Price.

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