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BizReport : Mobile Marketing : February 18, 2010

Launch your apps - without Apple

Hoping to push into Apple's dominance of the app market, a group to telecom providers are banding together for app development. The telecoms have formed the Wholesale Applications Community, an open platform which developers can use to create and launch apps.

by Kristina Knight

The telecoms involved - thus far - include America Movil, AT&T, Bharti Airtel, China Mobile, China Unicome, Deutsche Telekom, KT, mobilkom Austria group, Telecom Italia, Sprint, Verizon Wireless, Vodafone and Wind among others. The three largest manufacturers have also gotten involved: LG Electronics, Samsung and Sony Ericsson. The GSMA has also gotten involved.

"The GSMA is fully supportive the Wholesale Applications Community, which will build a new, open ecosystem to spur the creation of applications that can be used regardless of device, operating system or operator," said Rob Conway, CEO and Member of the Board, GSMA. "This approach is completely in line with the principles of the GSMA, and in fact leverages the work we have already undertaken on open network APIs (OneAPI). This is tremendously exciting news for our industry and will serve to catalyse the development of a range of innovative cross-device, cross-operator applications."

Together the telecoms reach more than three billion consumers worldwide, a mighty chunk of the app-devouring community. The platform gives app developers the ability to develop and distribute mobile and online apps regardless of the type of device or technology involved. To begin, they will use the JIL and OMTP BONDI requirements and will also create common standards for the industry.

According to the Wholesale App Community it is too difficult for app developers to get their apps to market; they insist their platform will make things much simpler for developers because they can reach the major carriers and manufacturers in a single location - other than Apple, of course.

A recent Nielsen Company report found that consumers going online from mobiles increased 34% (YoY, United States). According to Nielsen more than 56 million consumers logged on to the mobile web in July 2009.

Tags: app development, appvertising, mobile apps, mobile marketing, mobile publishing, Nielsen Compay, Wholesale App Community

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