T-Mobile does the talk: Third party applications will be able to get on its app store “in days”

“Historically, we, as carriers, have been been very difficult with doing business with,” says Venetia Espinoza, T-Mobile’s Director of Mobile Applications and Partner Programs, today at GigaOm’s mobile conference, Mobilize.

She disclosed details for a new “flip-through agreement” for third party applications in the new app store — which is how she hopes to speed up the application approval process. “What used to be months, we are hoping to become days,” she says.

The new agreement is only a part of the carrier’s new partner development community program, which intends to open up devices using its “app store” to third party applications. The app store, as we’ve discussed, will span a number of software platforms including Windows Mobile, Symbian, and eventually Android.

At the panel, entitled “The Carrier Panel, Strategies To Keep Mobile Data Growing,” she explained the agreement in more detail.

“We’ll also be implementing what we call a “flip-through agreement” where if you agree to the terms of that particular agreement, then you can click ‘yes’ and have a business deal with T-Mobile”, she said. This contrasts with how operator agreements with applications have worked up until this point.

Here are more takeaways from her statements, where she talks about the T-Mobile-Google relationship:

We are investing heavily in our relation with Google. I’m also pleased to announce the Beta version of our partner development community program. Our community program is intending to embrace and get rid of some of the hurdles related to bringing applications to market. You heard some statements from Google earlier (meaning Rich Miner’s talk) that are dead on in saying where the problems are. Historically, we, as carriers, have been been very difficult with doing business with.

First of all, you’ve got to figure out whom and where you need to talk to. It takes months to find the right person. Then it takes months to negotiate an agreement.

With the partner development community program we hope to solve the problem.

What we hope to be doing is: What we are doing is we hope to be very transparent about what it takes to do business with T-Mobile.

We’ll be publishing and open great parts so that publishers and partners can see what the economic terms are. So: no more guessing about “what kind of percentage am I gonna get,” or “what’s the deal gonna look like” and we’ll also be implementing what we call a “flip-through agreement” where if you agree to that terms of that particular agreement, then you can click “yes” and you have a business deal with T-Mobile.

Of course, we will have our traditional channels because not every type of application will fit into that program. But the goal is to create an online, transparent easy-to-do-business-with path to engage with us.

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About the Author, Matthaus Krzykowski

Matthäus is a freelance writer for VentureBeat covering the mobile space. He is also a startup founder, consultant, conference organiser and regular speaker on the global circuit. At VentureBeat, Matthaus writes many of the analysis and trend pieces on various mobile themes. For example he broke the news that MySpace and Facebook had overtaken mobile-only social networks in terms of traffic. Also, he was part of the team which ported Android on a netbook. In addition he was coordinating the MobileBeat conference in San Francisco for the second year running. He is either to be found in San Francisco or Maastricht, the Netherlands. Follow him on Twitter at @matthausk, and follow VentureBeat on Twitter at @venturebeat.

  • Now that DevPartner has launched and the terms and conditions are public, I'm disapointed. Admittedly it's an improvemt in dealing with US opperators compared with the status quo. However, there's much about it that I think will limit adoption:

    * No games allowed
    * Mandatory signing and certification at the publisher's expense, even for free apps
    * No advertising allowed
    * Poorer revenue share than the Apple App Store espcially after T-Mobile's chargebacks for returns and data use.

    More here: http://wapreview.com/blog/?p=390
  • matthaus
    Hi Dennis,
    thanks for the comments. We also had a look at the +220 pages of the terms and conditions yesterday and I agree with most of your summary. I think its discussion is valuable to our readers, - so check out Dennis' post, it's worth your time if you are interested in Android.

    The one point where I disagree with you is "poorer revenue share than the Apple App Store". Here's my pricing/market estimate. I think some apps will do better, some worse. Those with little data consumption, say something like Omnifocus, will do better. Those with higher data consumption, say anything video, will do worse. This is the price part. The Android project has also got mass market potential - which the iPhone does not. I also assume that the development environment is superior on Android. So I expect something like Omnifocus to be superior on Android in comparison to Apple and therefore the app to sell much better on Android.

    I talked to a couple of carrier reps at a conference two months ago and based on that I assume that this flexible pricing model will become very important in the next few months. They want data/bandwidth costs included in pricing models. I would not be surprised if Apple is forced to change their model in that direction in the next 1-2 years, either.

    On a more general note, the story continues to unfold and I think the exciting stuff is more likely to be found in the details like this T&C document, and less likely in fluffy marketing. Still, right now, there's lot of room to speculate. Personally, I like commentators who manage to look at the tech and are able to argue industry effects out of that tech. That's why we already included Billard's post in our roundup. I like Matt Maroon' posts on Android like that one (http://mattmaroon.com/?p=476), for example, too. Anyone with some other reading suggestions ?