OpenMarket Tackles Apps Store Operator Strategies and Network-Enabled Solutions for Developers

By Claire Taylor, Apps World

It is difficult to overstate the huge impact and growth of App Stores over the recent years. With App stores remaining a lucrative channel for distribution of mobile content, operators are acutely aware of the need to build a strong content ecosystem around them in what is now a massively competitive mobile content landscape. Extending connectivity and data usage will not be enough to compete with the big guns in this space. Operators need to tap into their strongest assets which are their robust relationships with both brands and their subscriber base and devise strategies for app monetisation.

At Apps World, Andrew Darling, Associate Director of Market Development & Communications EMEA, OpenMarket, will debate the issues surrounding operator strategies for app optimisation.  Andrew argues that operators need to strengthen their competitive position by creating a tightly woven ecosystem of partners. Successful monetisation and customer retention will come from robust relationships within a well managed partner network that ranges from Network Operators and Mobile Services Aggregators to Agencies, Developers, Analytics Providers, Publishers and Media & Consumer Brands.

Andrew Darling(@darlingbuds) is Associate Director of Market Development & Communications, EMEA at OpenMarket, a position he has held for the past 12 months and is a highly experienced senior level mobile industry marketing, communications and business development expert with a comprehensive 13 year background in telecoms, media and technology convergence as both a consultant and journalist, Andrew has spent the last decade focused on helping mobile content companies and service providers to understand the power of using mobile channels.

Andrew will be on the opening Key note panel at Apps World Europe in London on the 29th November, debating the topic “Operator Strategies for Apps and Content”.

Also at Apps World, Oisin Lunny, OpenMarket’s Senior Market Development Manager, will address the challenges faced by developers, and the role mobile services aggregators play in facilitating real ROI from native apps and mobile web.  Oisin suggests that developers and brands are still not fully utilising operator API’s to improve the performance, usability and discoverability of an app or mobile website. Network operators also hold the key to successful customer engagement with new demographic technology, and this presents lucrative opportunities often overlooked by developers. By creating bespoke network solutions, such as in-app billing, micropayments, push notifications and mobile CRM, developers have the opportunity to breathe life into the value of an app or mobile website.

Oisin Lunny(@oisinlunny) is Senior Market Development Manager at OpenMarket, and explores new verticals and strategic business and technology opportunities. Oisin’s background of over 21 years in technology and media industry includes roles as UK Managing Director for the world’s largest social space for teens, Habbo Hotel, and Global CDN Product Manager for Media Services at Interoute Communications, Europe’s largest network operator.

At Apps World, Oisin will be presenting a session on “Network-enabled solutions for native apps and mobile web development. Synching true mobility with native apps.”

Visit OpenMarket at Apps World at stand 61