ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

AT&T Apps to All initiative to boost data revenues

AT&T has launched a major initiative to bring ?Apps to All,? with plans to expand the universe of mobile applications beyond existing smartphones.

In addition to ultimately giving customers more choices of applications, the long-term strategic initiatives will make it easier for developers to cost-effectively create applications and reach broader audiences. It will also help AT&T drive data revenues.

?AT&T is committed to customer choices for devices, operating systems and applications,? said Jenny Bridges, spokeswoman at AT&T, Dallas. ?With the planned introduction of new phones in the first half of 2010, we will offer the most robust choices in the market for devices representing every major smartphone operating system, including Android.

?Plus our goal is to offer every major OEM app store,? she said.

The initiative is meant to spur future development of applications for emerging consumer electronics devices, AT&T?s U-verse television platform and enterprise and small business workplaces.

The wireless carrier will also debut five new devices from Dell, HTC and Motorola based on the Android platform.

Standardizing application creation
AT&T has inked an agreement with Qualcomm to standardize applications development for mid-range Quick Messaging Devices using the Brew Mobile Platform.

These devices are used by millions of customers who historically have not had the same access as smartphone customers to the market's hottest applications.

Samsung will be its first device maker to launch a Quick Messaging Device featuring the Brew Mobile Platform. HTC, LG and Pantech also are building devices featuring the Brew Mobile Platform for planned availability in late 2010 or early 2011.

?We?re moving to a single operating system ? Qualcomm?s Brew Mobile Platform ? for one of our fastest- growing lines of devices ? quick messaging devices ? to help developers more easily reach an even broader base of customers,? Ms. Bridges said.

About 30 percent of AT&T?s new and upgrading customers choose quick messaging devices, which are text-centric with full QWERTY keyboards.

?Brew will help developers reach more customers more quickly with compelling new applications by eliminating the time spent essentially rebuilding apps for multiple devices and operating systems,? she said.

AT&T has also announced a new software developer kit to help developers immediately begin to develop applications for these devices.

Part of the plan is a new AT&T Virtual Innovation Lab and two Innovation Centers which are meant to help developers and spur application development.

The reasoning behind this initiative is the fact that applications help consumers realize the full value and benefits of mobile broadband networks, services and devices.

With Apple?s iPhone exclusivity agreement with AT&T, the carrier's customers can take advantage of more than 100,000 applications - but only if they have the right handset.

AT&T is trying to bring more applications to millions of its customers.

In the future, AT&T plans to go beyond mobile devices to spur application development.

Extend smartphone leadership
With the launch of five new handsets in the first half of 2010, AT&T hopes to further its leadership in smartphones. The following is a list of devices AT&T will be launching:

?A Motorola smartphone, powered by MOTOBLUR
?Dell's first smartphone, based on the Android platform
?An HTC smartphone, based on the Android platform

AT&T will offer all major application stores to customers. It will preload the corresponding store for each device.

The company added to existing agreements with Nokia for the Ovi store and Microsoft for Windows Marketplace by announcing an agreement for Android Market. It expects to announce more application store agreements in the future and will offer carrier billing as an easy and convenient payment option.

Next-level application development
AT&T claims a longstanding commitment to the developer community. It was among the first major carriers to offer a developer program. The company has announced a series of new or enhanced developer resources:

?Technical support for developers via live chat ? something no other carrier, operating system provider or handset maker offers today - and a tripling of overall tech support by mid-2010

?Revenue share featuring a standardized 70/30 split for third-party developers in the AT&T App Center

?AT&T Sandbox, a virtual network environment for developers to test and evaluate applications, which is planned to be available in the second quarter of this year

?AT&T Developer Dashboard, a tool that will let developers track the status of their application once submitted to AT&T, support digital signing of business agreements with AT&T, allow developers to set prices for their applications, and provide performance metrics and customer satisfaction feedback

?AT&T Developer Council, an advisory group hosted by AT&T and comprising leading development and technology companies and other influencers such as EA Games, Telenav and Bonfire Media.

AT&T also announced a trial program with WaveMarket to make network location information accessible through Veriplace, WaveMarket's cloud location aggregation platform currently in use by more than 1,000 developers.

Veriplace allows SMS, Web, WAP and IVR developers to develop location-aware applications and services across device categories and participating carriers.

?AT&T?s ?Apps for All? is a long-term strategic initiative to deliver more apps to more customers over more mobile devices,? Ms. Bridges said.