The telecom industry has chosen the mobile Internet as a major growth market.
Small software applications for mobile phones – so-called apps – is ascribed to it in the industry play a key role: Applications for our industry’s growth drivers in two dimensions, said Christian Illek, chief marketing officer of Deutsche Telekom in Germany, told the financial news agency AFX AFX.
If I have any good applications that people buy no data plans. But also the applications themselves are in the opinion of Illek important for network operators. Only a truly exclusive content that is relevant pulls.
While the network operators in the words of the free choice between Illek open developer platforms like Google’s Android or a closed system like Apple’s Appstore. How this works, the Bonn-based company makes himself: He not only sold the iPhone exclusively in Germany, but also has two Android phones in the program.
Another exclusive device to be unveiled next week at the IFA consumer electronics fair (4 to 9 September) in Berlin. The majority of application development is done today and tomorrow from third parties, said Illek. But we have to occupy a few relevant applications to the customers who decide for us.
This includes music and video downloads. Above all, the Telekom sees Illek but with their Bundesliga TV service on the phone in a good position – despite the rough start at the beginning of the new season. Total for league on the phone we have technical limitations, it is conceded, and the technicians will take time to resolve the issue. But we have shown that attracts exclusive content.
The Deutsche Telekom had been surprised by the high demand, especially from iPhone customers. Explains that before the start of the Bundesliga still less than 1,000 streams were accessed during the day. On the first day it had been in the top 300,000 – which had ultimately led to the technical problems. In the course of the number of minutes of the game of 600,000 gathered on the opening day on more than one million in the third round had increased.
It is these unique features, which Illek sees the future of the industry: This industry has gone from pure price competition and focus on generating added value. In the fixed line business, Deutsche Telekom is already drilled with their Internet TV service. Where there is not a killer application, but many applications that offer advances on conventional television. Deutsche Telekom wants to introduce a development well at the IFA with a new version of the program manager.
The next major topic designated Illek what’s behind the buzzword convergence. But the combination of mobile and fixed network will take in the opinion of Illek a little time. We do not switch from one day to the order and then all converge, says Illek. For certain projects the telecom lighthouse was a plan of three years.
First, however, would have fixed and mobile network successfully stand alone. Gradually, then more and more cross-products are introduced. At the same time we need to convince customers of the added value. First, there will continue to pure fixed or mobile services. An example of this is based on the VDSL connections Telekom double-play offering (fixed and phone), whose launch was originally planned for early summer.
The negotiations with other operators have taken longer than we had imagined, Illek explained the delay. It would have to go with the devil, but if we do not start in the fall. So far, Vodafone and 1 & 1 reached an agreement with Deutsche Telekom on a fiber-based access to the VDSL network. But only if they are ready to launch its own range of telecom also. We do not want to incur the reproach that we distort competition and skim the first customer for our retail business.
Then the fight is to the new customers in ways but nothing more. My expectations for the double-play customers already, to get even a low six-digit number in the coming months.