Lucent Entrepreneurial boot camp held in North America (2009), proposes a set of pre-integrated capabilities called macro-enablers to achieve rapid creation of third party-developed applications that intelligently mash up with the mobile service provider network capabilities. We provide a perspective on the future of the communications industry and application stores. We also provide key highlights from Project Neuron and the estimated benefit of employing a risk/reward revenue model over standard business models, which are discussed in this letter. We conclude by proposing considerations on macro-enabler pricing approaches. © 2011 Alcatel-Lucent. users to download applications to phones while also handling the purchasing of applications by the end users [2, 7, 9].
Telco service providers understand that their current "walled garden" approach to providing services to their users is breaking down rapidly. This is evidenced by several key factors: 1. The popularity of device application stores like the iPhone* App Store*. 2. Net neutrality policies being implemented by regulatory bodies such as the Federal Communications Commission (FCC) in the United States. 3. The success of social networking programs such as Facebook* and Twitter*. 4. Enhanced specialized devices including Kindle*, iPad*, and e-mail readers. A few developer programs and application stores in the telecom industry have been tried in the past