More competition for Apple's iPhone App Store: Some two dozen huge mobile carriers -- including the companies that own the four biggest U.S. carriers -- are ganging up to push their own "open platform that delivers applications to all mobile phone users."
Interesting development. I largely agree with the authors take on this...carriers lack innovation and collaboration so iPhone App Store need not worry about competitive threats - at least from this group.
This also points to a larger issue as mobile penetration - particularly smart phones - accelerates. Those who manage to control the mobile experience will be big winners. This includes brands who are dipping their toe into the mobile waters. They've got to find the right content to distribute and the right functionality to engage their audience - all wrapped in an elegant app. Supplement with timely and relevant SMS/MMS campaigns along with a mobile optimized web site and you have the beginnings of a solid mobile strategy.
Ensuring your mobile strategy is integrated with the rest of your direct channels and your CRM strategy is the secret sauce to success. Otherwise, you'll have a huge challenge managing and controlling the mobile experience. A mobile channel that is isolated from the rest of your channel strategy has about as much chance of success as an integrate app store brought to you by mobile carriers.
