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How Openwave Now Helps You Sell to Operators September Issue Roxanne "The Expert" Singleton I have been getting some great responses from you to my last column on mobile apps and MMS. It's great to hear from you. Many of you have asked how to get your products into operators' distribution channels, so I thought you'd like to know about the new capabilities being implemented in the Mobile Applications Directory. The new functionality lets you work directly with the operators to market your application. I talked with Geoff McGrath, on the Openwave Developer team to learn more about the program. He provided some candid answers that I hope help you get your application to market. What have been the distribution challenges facing developers? The hardest thing for developers is to sell their applications in the most cost-effective manner. In an ideal world, they would write their application once and distribute it globally - to operators and subscribers. But this ideal does not exist today. Even something as basic as ubiquitous distribution isn't possible without compromises: there are specific handset agendas or proprietary platforms that are really self-limiting approaches. A direct relationship with operators is an attractive alternative, but it means higher cost of sales and set-up. This is often more than some developers are willing to do except for the really big operators. Another alternative is the publisher/aggregator model, yet there's another implied trade-off because most publishers give preference to the applications that they own over those that they simply aggregate. How does Openwave improve on today's distribution model? The Mobile Apps Directory allows developers to choose which operator and distributor channels they want: from a single point of integration, with reach to most handsets from leading manufacturers. Since the directory is set up to ensure that developers are paid according to a pre-determined business model, this is the fastest time to revenue. The costs are negligible and they'll reach a market of over seventy operators worldwide. And since the developer can stay in touch with each operator, they get the benefit of a direct relationship without having to manage a direct relationship. Openwave does not charge developers for this service. Developers choose the operators they wish and retain the freedom to work directly with their established customers while adding new customers through the service. What other services does Openwave provide for developers? Beyond distribution, the Openwave Developer Network helps developers create better applications that provide a better user experience. By choosing the Mobile Apps Directory as a means for distribution, developers benefit from our services for the operator, which ultimately drive subscribers to discovery and repeat usage of the developers' content. What is the business model and how do developers get paid? The business model is based on revenue sharing. Full details are provided for registered developers at our web site. As we concluded the interview, Geoff wanted to make sure developers understood that, "The goal of the program is to ensure that every developer gets their fair share for the content and applications that they produce." He added, "By paying all developers according to a standard business model approved by each operator, Openwave can streamline submissions and negotiate with operators on behalf of all developers. And we are excited about this new role." We are working hard to help you succeed. We continue to feature an interview with a successful application developer this month: Sportsfeed. And drop me a line and let me know what you think of this new program. We want your feedback. Roxanne has been working as an application developer for over 10 years. Her goal is to successfully write this column without having to join the marketing team or sit on the top floor with the execs. Roxy recently sold her vintage Motorola brick phone on eBay for $15. If you have a general question you'd like answered or just want us to know what's on your mind, let her know. Or, for more detailed or specific technical support questions, please visit ODN Developer Support. |