Apple used to be the User’s White Knight. Always putting the user first offering unprecedented ease of use and beauty. This seems to have come to a grinding halt in the recent move to reject the launch of Google Voice in the AppStore. It woudl not be too much of a wild guess to assume that At&t has a part in this decision. In an open competitive market this should not really be possible. So how did they think? Why was Skype for iPhone approved?

An other question I find worth mulling over is; what is it At&t and Apple are so afraid of? Do they feel they have a weak position in the mobile ecosystem? Do they not believe in the strengths of what they deliver jointly and independently? If it was At&t pushing this decision, what is it Apple is afraid of? They cannot possibly be depending on At&t to sell and distribute the iPhone. With the current success I am sure any of the other US carriers would sign a deal with Apple and let Google Voice up on the AppStore as well. After all Google Voice is not the only player creating a disruptive change in telecommunications. Players like Rebtel and Skydeck are well at it togethere with scores more.

To me carriers risk ending up in the same reactice panic struck place where the record labels are today. They build walls (and dig their own graves) by protecting their old revenue streams by legal fights instead of deliver stuff in a way that consumers actually want it.

As if the Google Voice decision is not enough. Apple also wants to more or less criminalise “jailbreaking” your iPhone so you can install other apps than the ones on the AppStore. Threat to the national security is the reason in a letter to the Copyright Office. Supposedly base stations can be knocked out by cyber terrorists. Why not do as we have done with the internet so far? Protect what needs protecting instead of shutting down the internet?

It will be interesting to follow the story as it unwinds. Next case will be the very much anticipated Spotify client for the iPhone. It is ready to go, just waiting for that rubber stamp from Apple.

• 62% do not yet view their mobile device as an extension of their computer.
• Only 23% feel that they have more or the same level of control over their mobile device as they have over their computer.
• 70% have never downloaded an application to their mobile device.
• 67% want to be able to choose their mobile applications for themselves, rather than have their carriers choose for them.

So basically the consumer says: I know what I want, let me choose and make it much easier to use and earn the trust for me to spend time and money with you/your service.

Trust is a big thing here. The carriers have been shocking numerous consumers with data charges, content providers off-deck have been ripping off customers with unstoppable subscriptions schemes etc. This is changing to the better though. We are getting transparency in pricing and the scamsters are being reigned in. 

The play book going forward must be to offer choice, easy access and most of all “it”, the x-factor for the specific target groups. What can this service/product do for me?, is the question the consumer wants answers to. Fast. In about 3 seconds on your site/deck/ad they need to get what’s in it for them. There is no recipe for this part. Here the gap in conversion can be huge. My experience is that rapid prototyping and adjust as you is what works best.

Currently I am involved in launching Souldate (site in Swedish), a new mobile dating service with localisation. We are adjusting and tweaking the service daily. We started off with pretty scary conversion numbers. A few workdays later we have improved them substantially. In this case will market the service in multiple channels. TV is about all we are not using. Customer registration is done in any of three channels – SMS, wap and web. This means we have to constantly evaluate to see what we should focus on.

But all this work with constant improvements are lost if the  hygiene factors trust and transparency are not in place. Here we all have to pull together to change, blow whistles and make sure we earn the trust of our customers. Without it we can pack up and go home.