MWC debrief: Apps

Informa analyst Guillermo Escofet comments on the billing and monetisation issues facing developers working in the many app ecosystems, and also the latest developments from the WAC.
It’s perhaps too easy and fashionable to trash multilateral operator initiatives – to think they are doomed to failure from the word go. But their dismal track record supports such cynicism. And after attending Informa’s WAC Focus Day in Berlin a couple of weeks ago, one couldn’t help but leave the event with a pessimistic view of the prospects for the Wholesale Applications Community, or WAC for short.
The relationship between operators and Android Market is getting closer. Not only is carrier billing featuring much more prominently on the application store, but so are operator storefronts.

Informa analyst Guillermo Escofet comments on the billing and monetisation issues facing developers working in the many app ecosystems, and also the latest developments from the WAC.
Last year, Orange said that it was giving up on content publishing to focus on content aggregation and distribution instead. Essentially, it pulled the plug on the expensive venture it embarked upon a few years ago to create its own exclusive sports and movie TV channels. As CEO Stephane Richard put it when unveiling the carrier group’s five-year plan in July, Orange does not think of itself as a media group.
Coming as it did just two days before Christmas Eve, the announcement went almost unnoticed. But it was a biggie: Media giant News Corp. divested itself of its ailing mobile entertainment arm, Fox Mobile Group (FMG), selling it to industrial conglomerate Jesta Group, a newcomer to the mobile content scene with interests in a disparate assortment of industries, including real estate, hospitality, manufacturing, technology and aviation.
Earlier this month, a mobile industry player, handset retailer Carphone Warehouse, broke new ground in the cloud-music-services sector with the launch of Music Anywhere. The service is a “digital locker,” in the sense that it is designed to let users store their music collection in a central place on the internet, which can then be accessed by different devices.
It all sounds impressive. So could operators prove sceptics wrong and successfully pull off a multilateral initiative of this scale where so many others have failed before? Could operators have found the answer to fighting back against the huge lead taken by mobile-industry outsiders Apple and Google on the mobile applications front?
The recent launch of Facebook’s new text-only mobile website, 0.facebook.com, is a good illustration of the kind of non-commercial relationship that online social networks and mobile operators tend to form. Although 53 operators from 45 countries have agreed to waive browsing charges for 0.facebook.com users for at least a year, they are getting no payment in return from Facebook. No money has or will be changing hands between the social network and its 0.facebook.com operator partners.
Informa Telecoms & Media hosted the inaugural Mobile Healthcare Industry Summit in London in early December. It was a First World setting with predominantly First World protagonists and participants and a lot of First World technology on show. But it is the Third World – or emerging markets, to use a more current term – that might actually end up playing the leading role in mobile healthcare.
In the rush by operators to roll out app stores, cross-network widgets and other services designed to lure Web developers and users, it is easy to forget that perhaps the greatest asset that operators have to secure themselves a long-term place in the digital-content value chain is plain old billing.