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Orange: Vade retro Android, iPhone!

Mobile operators are faced with an immense challenge that might well become a huge problem. They live around iPhone and Android the full force of disintermediation / re-intermediation to potentially becoming mere carriers of bits that can no longer fight on their prices as their benefits will become indistinguishable if such transport actually becomes their only mission . Bad for growth and margins!

Freenews the reports about the Figaro Stéphane Richard, CEO of Orange

operators can they regain the upper hand against Apple or Google?

Yes, I think. That's why I invited 8 October in Paris bosses of Vodafone, Telefonica and Deutsche Telekom. We want to think together to create an operating system, which is the Trojan horse used by Google and other Apple to establish their own relationship with our customers. We advocate for the world as open as possible. At four of us, we weigh nearly one billion customers and have a real clout and ability to influence the industry. This can take various forms: a joint venture, a small plant applications Commons, we'll see ... We do not want to be followers but take the reins in innovation.

Indeed, Google via Android and Apple iPhone via currently shaping the mobile market totally new

• they define, design and market their combined without actually asking their opinion on mobile operators historical . Previously, they worked hand in hand with Nokia, Ericsson & Co to define our next phone being careful not to "shoot itself in the foot" by innovating too fast or in dangerous directions for their flow income. The new handsets thus have very different objectives: to be the most innovative and rich accelerate our rate of turnover (Apple), we facilitate the use of the Internet to maximize and therefore maximize advertising revenue (Google) .
• they opened the market: the development kits are inexpensive (Apple) or free (Android). Anyone who has some originality and some talent can become programmatic developer to participate in this new gold rush ...(.. ordinator in our jeans pocket) which suggests Eric Schmidt to ensure "as milk on the fire ".
• they facilitated the marketing of these applications: apps App Store and Android Market other. For Apple, each download is worth 30 cents but it is mostly always sell more handsets even if to 40% it becomes dangerous . For Google, it's about creating more applications more quickly: most of them are free. And then, where to look for developers monetize through advertising ;-)
• they captured the billing relationship in a partial but still increasing for many years: Buyers applications directly pay Apple which then transfers 70% ( ditto for Google) to developers. The operator is no longer the driver of these transactions on which it could be directly commission without having to seek retribution for indirect still fragile ...
• they removed the support relationship: the range of applications is so large that users are doing now largely through Internet forums, etc.. to fix their problems: call centers are now unable to resolve many problems in this application and does not wish to do so elsewhere.
• They killed most of the services with high added value (and therefore higher margin): the integration of GPS chips in handsets has disintegrated the potential windfall of location-based services, VoIP apps to the Skype mobile would even take voice communications juicy (roaming) or abroad.

The largest numbers ever produced in turn by Apple and Google must create nightmares in the above mentioned because they are all publicly listed and the disenchantment of their shareholders will dawn soon as plummeting prices if they never found no solution to this thorny problem. The current tactical

packages all inclusive only awkwardly defensive: it seeks to protect current revenues, but not a strategic direction to ensure sustainable profitability and growth of these florets Fellows past and today. How to build future bases on too tenuous?

Google initially wanted to help manufacturers meet these operators strategy behind its Android : he can not put them in trouble because its prosperity depends on advertising their own viability. This reaction shows that she ' it there is "a bone in the soup" in the vision of Mountain View? Re-intermediation (see of the press) is not an unfamiliar situation for Google, which has also that of the TV in the crosshairs ....

Source: Media and Tech Blog (by Didier Durand)