Mobile operators face a number of significant challenges in launching their own application / content stores:

Late to the table

Apple are streaks ahead of anyone else, Rim and Nokia are struggling to catch up so Mobile Operators have a big task on their hands and if they leave it too late their offerings may be more of a token gesture than a the revenue stream they hope for.

Multi Platform

Apple app developers build apps for a single handset and only one OS, OSx, Nokia developers for build for multiple handsets but all have the same operating system, Rim app developers build for multiple handsets but all with the same locked down OS. Spot the theme? Operators however sell a whole range of phones with many different operating systems. Some claim to have come up with a way around the challenge but it will be very difficult to provide a stable, locked down environment that developers have confidence in that enables them to develop them to build apps for all platforms.

Manufacturer Vs Operator

When Apple were in negotiations with mobile operators regarding who will sell their flagship handset the fruity company were rumoured to have made a significant number of demands including what could and couldnt be put on the phone in terms of branding. Im sure if a mobile operator said it wanted to put its own application store client on the handset Apple and most likely other manufacturers would put their foot down. Three key manufacturers have their own app stores, Nokia, Rim (Blackberry) and of course Apple which could heavily restrict what phones mobile operators could install their app stores on. Why would manufacturers open the door for the operators? It’s just not going to happen.

If the operators over come the challenges mentioned above, they have some key advantages over the manufacturers such as customer numbers, a billing relationship with customers amongst others.

Given the cost of rolling out fast (2mbps) broadband to all including those in rural areas the Digital Britain Report (DBR) recommends that there should be a monthly levy on everyone with a landline, of 50p to go some way towards paying for it. Ok so that’s only £6 a year but I dont see the Government offering assistance to mobile networks to ensure the country has total 3G coverage instead they raised £20bn from the sale of licenses and the regulators are constantly looking for ways to take money off the mobile operators. Anyone would think BT is still nationalised.

Its been widely reported that due to an internal uprising of unhappy employees the Vodafone UK board have reversed their decision not to give staff a bonus this year. What a load of bollocks!!. Such a statement implies that the board of one of the biggest companies in the UK is so weak that it can be forced to change its mind on something by its staff.

The reports also seriously patronise staff. Although none of us were happy with the fact we werent getting bonuses we understood why. The company hadnt performed. There has been no hint of fury or uprising so I would like the sensationalist journalists to put a little bit of work into their next pieces on Vodafone rather than writing lazy articles.

In truth, the board realised all the hard work that UK employees put in which unfortunately wasnt mirrored by the financial results. Acknowledging the amount of change required and that much has been done to turn this oil tanker round the board made the decision to reward staff. I can tell you that it came out of the blue and went down very well indeed. Shame the papers got hold of the internal communications but still I for one believe in the board we have.