Mobile applications market that was once dominated by the handset companies, is now being invaded by a new class of rivals. India's fourth and fifth largest pan-India service providers Idea Cellular and Aircel plan to explore this market. Aircel is readying to launch the first operator-side application store in partnership with Infosys. Even before Aircel would have tested waters in the market, it will face challenges from its closest competition Idea Cellular that plans to join applications business within two to three months.
Aircel's application store would be the fourth to launch in the country. Nokia launched its Ovi Store in May last year and Blackberry brought its app store to India in November. Before these, Apple's App Store for iPhone users was already in existence. Bharti Airtel had also launched an application for the Android store, with CanvasM.
Airtel plans to launch its applications store this year, along with IT major IBM. Last year the telecom giant became the first Indian telco to have an independent developers community, Airtel Open Developers Community (AODC), to develop applications and services. Airtel provides the software development kit to AODC members and also trains them to build applications across the three screens - PC, mobile and TV. Airtel has also roped in over 100 companies - including Infosys, Indiagames, Mobile2Win, Versa, Symbiotic, Pyro, Hungama and OnMobile amongst others - to develop solutions on its IBM-built service development platform.
Indian operators see it as a time to move into applications as they believe they can offer relevant apps for local subscribers. Experts say services on offer on Aircel and Idea stores may not match the ones available on iPhone and Android shelves as most of the subscribers of the two operators are still equipped with 2G GSM handsets and fall under the low-ARPU segment.
The fight is definitely not going to be easy as Nokia is all set to unveil a desi-version of the Ovi store, where the apps will be customized for the domestic market and customers will also be able to make payments in Indian currency.
Indian market that has huge potential for growth of mobile apps is likely to see a new trend in this space, which is set to be an operator driven one. With 13 operators in the country, the market could become very interesting if replicated by competitors. It may not come as a surprise if we hear similar news from other operators as well.
heenaj@cybermedia.co.in
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