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Apple App Store has introduced a substantially different model for digital good distribution to mobile users. Following Apple's spectacular success other smartphone and mobile OS vendors have started similar services. Mobile operators who invest hundreds of millions in 2,5G, 3G and now 4G technologies have a right to participate in the digital economy they enable. Can they quickly bite into the app store business and turn it to their advantage or they will be out of game again? This paper will try to answer these important questions by analysing the app store market and investigating potential app store strategies and scenarios for mobile operators.