Time to 'drop the pants' on the 70-30 splits?
It may be time for operators to consider taking an even smaller share of revenues from apps sold in their stores, says Lee Epting, content services director at Vodafone.
"We should maybe look at dropping the pants on those rev-share deals and giving it back to the developers to let them monetise it," said Epting, speaking during a panel session at the MEM conference in London.
"In the end, we're about selling tariff plans, and the way we're going to sell tariff plans and differentiate ourselves is by having the best content proposition on the high street or wherever... We don't necessarily have to drive towards revenue for all of that content."
Epting admitted during the session that Vodafone has not executed as "flawlessly" with its Vodafone 360 service as Apple has with its App Store, but claimed that Vodafone's global scale will be an important factor as it refines 360 in the future.
She also said that app developers can expect "meaningful" results from the pan-operator WAC initiative within the next year.
Article continues belowAdvertisement
Epting spoke to ME after the panel, and stressed that her comments on revenue shares were intended to spark a debate on the business models around apps going forward.
For a full report of the session, click here.
