| Recently I had an opportunity to attend a Vodafone | | | | developer’s perspective it’s not a |
| D2C strategy briefing which brought out Vodafone | | | | simple task to come up with such an application. |
| initiative for the next three years. During this briefing | | | | There is different challenge for the mobile software |
| Vodafone significantly highlighted the fact that | | | | developers though. One challenge highlighted at the |
| despite the anticipated consolidation by European | | | | Google’s Open Source discussion event was |
| operators, the operators should focus on services | | | | the absence of standards for the developers in the |
| other than the traditional voice based services so | | | | industry. Optimizing these applications for different |
| that they can generate more revenue for | | | | OS and broad range of mobile devices with varying |
| themselves. In the fast moving competitive market | | | | screen sizes and versions remains the biggest |
| of Europe, operators are not only facing the | | | | problem for the mobile content developers. Even if |
| challenge of competing with low cost MVNOs (mobile | | | | the portability issues are resolved, distribution still |
| virtual network operators) but are also continuously | | | | remains a big challenge for the developers. It is the |
| struggling to retain their existing subscribers. | | | | dream of every mobile content developer to get |
| On the other side, if we take into consideration the | | | | their content distributed through an operator. But the |
| telecom markets in developing countries, particularly | | | | unending list of pre requisites on various issues of |
| Asia, we notice that besides the increased mobile | | | | portability, certification and in some cases localization |
| growth in these areas, they still lag behind in | | | | can turn this dream into a complete night mare. |
| responding to the changing market opportunities. The | | | | The fast adoption of advanced phones and |
| fastest developing Asian markets are China, | | | | corresponding explosive growth in mobile software |
| Indonesia, India and Vietnam. With the increasing | | | | has transformed it into the buzzword of every |
| passage of time, Pakistan telecom market is also | | | | article, publication and news around us. A new report |
| gaining vitality due to fierce competition by | | | | issued by market intelligence firm iSuppli forecasts |
| operators, immense growth potential and | | | | that the market for premium mobile content will |
| encouragement of FDI by government. Based on | | | | exceed $44 billion by 2011, more than doubling the |
| PTA (Pakistan Telecommunication Authority) stats | | | | $20 million anticipated for 2007. The major driving |
| for Aug 2007, the total number of subscribers was | | | | force for the mobile content developer is to get an |
| 68 million with a tele density of 42.6%. In 2007 the | | | | easy access to the information and APIs (application |
| average growth rate has been about 2.5 million new | | | | programming interface) which are held confidential by |
| subscribers each month. In addition to this, BMI | | | | the OEMs (Original Equipment Manufacturers) and OS |
| expects Pakistan to join the small band of countries | | | | providers of mobile devices |
| with more than 100 million mobile subscribers during | | | | There should be one organization that can set |
| 2008. | | | | guidelines and standards for content development by |
| As the ARPU (average revenue per user) on voice | | | | consulting all the stake holders in the value chain. This |
| continues to decrease, data has become the most | | | | will facilitate the developers to focus only on the |
| dominant factor for operators in retaining and | | | | core issue, which is to develop applications for the |
| attracting the customers. However the growth of | | | | consumers that can add value in their lives. This thing |
| data services in the most developed mobile markets | | | | is not as simple as it seems. Due to various political, |
| such as (Japan, Korea, Western Europe and to a | | | | economical and competitive landscape constraints, |
| lesser degree Northern America) has only increased | | | | it’s very hard to unite all the stake holders at |
| from 8% in 2002 to 19% in 2007 as provided by | | | | one place and develop standards for the content |
| IDATE NEWS N* 288. The key factors which have | | | | developers. |
| complemented the growth of data services in | | | | An upcoming step taken in this direction is the new |
| developed countries are the increasing capabilities of | | | | Android platform that unites the players of mobile |
| mobile phones, faster networks like 3G and mobile | | | | ecosystem such as wireless operators, handset |
| applications that bring a rich user experience by | | | | manufacturers and developers all at one place. |
| changing the way people live, work and play. Similarly | | | | Android software stack will provide developers a |
| besides few exceptions, many operators in Asia and | | | | complete access to handset capabilities and tools that |
| other developing countries have still not been able to | | | | will enable them to build more compelling and |
| implement long term data services strategy, with the | | | | innovative applications for the mobile consumers. The |
| result their mobile play is still primarily focused on | | | | big question is how far Android be successful in |
| voice. | | | | combining the concerned parties together and to |
| With the changing trends, operators are now | | | | what extent they will be able to over come the |
| expecting their revenues to grow, as the | | | | unavoidable factors such as fierce competition among |
| subscriber’s appetite for mobile based content | | | | each other. But for the present state, we can rightly |
| has increased. Going beyond a ring tone or a theme, | | | | say that if the technology leaders like Google Inc., |
| they are always on a look out for a “killer | | | | T-Mobile, HTC, Qualcomm and Motorola can manage |
| software application” that can easily become | | | | to integrate successfully, they will certainly provide |
| popular among the subscribers and thus create brand | | | | consumers with a far better user experience than |
| loyalty for them. But from the mobile content | | | | much of what is available on today's mobile platforms. |