Good question. Apple's a unique case and they made their deal before the telcos woke up to the opportunity. I believe Apple has a bitpipe type of deal: telcos benefit from volumes of traffic and increased subscriptions. I know almost everyone who has dealt with Apple has been outsmarted in the last decade.
But as with the music industry, this has only made the telcos more wary of other market entrants.
Here's something from Booz in 2010 which is also worth the read: "The key for operators is to maintain and strengthen their relationships with customers, more and more of whom will view access to mobile apps as a critical component in choosing and staying with their operator. Thus, every operator must devise a strategy for incorporating mobile apps into its offerings; those that do not come up with a winning strategy risk losing customers to rivals that do. Worse yet is the possibility of losing the end- customer relationship to third-party app stores, which would have potentially dire consequences for operators’ core business."
and a bit more:
"An App Store Consortium One solution to the problem of attracting developers might be for operators to band together, and two separate initiatives are intended to do just that. A group of four mobile operators—China Mobile, SoftBank, Verizon Wireless, and Vodafone—has made plans to create the Joint Innovation Lab (JIL). By bundling all of its customers into one large audience, the JIL hopes to persuade developers to create rich content of all kinds. The second effort involves a consortium of 24 mobile operators, called the Wholesale Applications Community (WAC), to allow developers to distribute applications across a number of delivery platforms through a single point of entry. As with any consortium, the challenge will be to coordinate the WAC’s numerous partners and their many, sometimes competing initiatives; if the WAC can overcome that, it will have created a very substantial audience with which to attract developers." http://www.booz.com/media/uploads/Mobile_App_Stores_for_Telecom_Operators.pdf
This document is suitable for software developers implementing Trusted Applications running inside the TEE which need to expose an externally visible interface to Client Applications and to use resources made available through the API, such as cryptographic capabilities, trusted storage.
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