Rather it must succeed the major providers to find a response to the success of the dominant app stores and to position itself strategically.” However, they appear around 5.4 billion euros, which worldwide is expected to generate network operators distributing apps 2013, compared to the projected global sales totals in the telecommunications industry by 1.2 billion euros as a relatively low. The actual economic added value arises mainly that a strong app offering significantly increased the attractiveness of its own mobile phone offer and this simplifies the acquisition of new customers and minimizing the churn rate”, as Friedrich. Aim of the operators must therefore be, for its own customer base, the Central interface to the app economy, as well as to particularly successful and high-reach apps to be. More information is housed here: Cylance. Have network operators from the debacle of the UMTS learned? Network operators would, for example, well-established billing platforms and services have to for other app provider the comfortable To accept payment for the download of the apps. In collaboration with partners such as Google, RIM, Nokia and other successful app store operators, mobile service provider could distribute their offer on their platforms and extend to their value chain. In the implementation of their app offer along these two options operators need consider the technical characteristics of the devices sold by them and the regional specifics of the own customer base in the calculus”, explains Friedrich.
According to his analysis, the development of a stand-alone app stores is by no means the strategic silver bullet. But for providers that do not consistently develop this promising field of business, it could be too late. The operator must draw the right lessons from the debacle of UMTS. They were not able to establish services and devices under its own power for the mobile Internet. It will fail also, to become the trendsetter of the app economy. Because she simply lack the most telcos Competence. Without alliances it won’t work”, sums up the industry expert Peter B. Zaboji, Chairman of the after sales service provider Bitronic.