Operation Strategy Analysis For Mobile Application Store Of Domestic Telecom Operators

Success in Apple’s App Store causes great concern on mobile application stores, a kind of new commercial mode, around the public. Then the major terminal manufacturers, operating system developers, telecom operators and internet enterprise launched their own app stores successively. For telecom operators, mobile application store is an important way to avoid becoming a pipeline and seek for transformation. Using the method of benchmarking analysis, comparative analysis and empirical research, this paper reviews the operation mode of application stores from the industrial chain perspective. Firstly, on the basis of the meaning and evaluation criterion of the application stores, this paper analyses the operation mode of foreign non-telecom operators application stores, and points out the success factors of application stores and that the telecom operators have their necessity and advantages in developing application stores. Secondly, we conduct a detailed comparison of gains and losses of two foreign telecom operators application stores in respect of the platform orientation, industry chain collaboration etc., and summarizes some experience and lessons for the mobile application stores. Finally we offer some suggestions for domestic telecom operators to build application stores after the industry environment analysis. The article points out that the domestic telecom operators should build the application store for different types of user groups according to their demand and levels, and make innovation in the distribution of benefits, data traffic management. Only in this way can the telecom operators establish a differentiated competitive advantage and come out on top in the mobile app market.