The app store and beyond

The next phase of the app stores phenomenon is an open and dynamic marketplace where all elements of the ecosystem meet and generate new business.

The phenomenal success of the iTunes App Store has given rise to a marked new trend that has wireless network service providers and device manufacturers establishing their own app stores.

Apple has demonstrated the business potential of the app store domain and spearheaded a change in mobile user behavior. The next phase, following naturally from the app store phenomenon, is the emergence of an open and dynamic, many-to-many digital marketplace where

* network service providers and other players can set up stores;
* content and application providers can market and sell their digital assets;
* developers can gain access to internet, media and telecommunication enablers to create innovative applications, widgets and services.

The business model for the new digital marketplace encompasses device technology providers and developer communities, and fosters cooperation between network service providers. This is what Ericsson eStore is all about � enabling open business by offering not only the platform, technology and enablers but also brokering business transactions and managing payments.

The ongoing convergence of traditional industry verticals, such as telecommunications, media, advertising and the internet, is challenging business fundamentals. Wireless network service providers have been promoting more or less walled-garden propositions for many years. Some services have been successful but many have not.

At the center of all of this are the consumers, who as a group are willing to spend billions of dollars provided the service, pricing and timing are right.