For operators, the extra perks you can offer customers to differentiate your service package are becoming increasingly important as network performance converges across providers. Opera Software has introduced an operator-branded app store that offers an “all you can eat” model for apps and games, and it may be a valuable addition to an operator’s product lineup.
One of the biggest benefits of Opera’s store is that it is almost fully managed by Opera itself.
The solution enables operators to launch a store with their own branding, where customers subscribe for unlimited access to a catalog of premium apps and games. The subscription grants access to a library of around 300,000 titles across more than 6,000 supported devices and major platforms, including Android, Java, Symbian, and BlackBerry.
While “premium” can mean different things, the service includes widely recognized titles such as Minecraft, Angry Birds Star Wars II, My Talking Tom, and Ice Age. Opera says thousands of developers contribute to a steady flow of new apps added weekly, and the store’s roster is rotated and refreshed daily.
A key advantage for operators is the low operational burden. Opera manages most aspects of the store, allowing operators to benefit from the app market without heavy investment in administration. Opera handles tasks such as developer payments and other back-office functions.
“Our operator partners have been looking for innovative ways to introduce popular apps and games to their customers, and we’re delighted to enhance the Opera Mobile Store with a subscription-based model made just for them,” says Lars Boilesen, CEO of Opera Software. “The subscription model ensures a regular and recurring revenue stream. Rather than having to watch from the sidelines while third-party stores collect all the revenues, operators can be an active participant in the app value chain.”
Oleg Reshetin, Marketing Director at MTS Ukraine—a launch partner for the Opera Subscription Mobile Store—adds: “It’s clear that our customers are embracing their ability to download unlimited apps and games for one low-priced subscription fee. It’s even more attractive for us, as Opera takes care of every step in the process, freeing us up to focus on driving new monthly subscriptions to the store.”
Opera is best known for its web browser, but the company has offered a broad range of operator-focused solutions for years. Examples include Rocket Optimiser, which provides mobile video and data optimization to improve quality on a per-stream basis, and Opera Max, which aims to extend users’ data capacity by up to 50% without extra cost to the customer.
For operators seeking ways to increase ARPU, reduce churn, and offer distinct consumer benefits, an operator-branded, subscription-based app store—especially one that is largely managed by a third party—can be an attractive option. It lets operators participate more fully in the app economy while outsourcing technical and administrative work.
What do you think about Opera’s app store solution? Let us know in the comments.