That is the question. What is joyn? It is the operator answer to OTT messaging and file sharing services such as WhatsApp and Dropbox. Why do operators need an answer? Because their mobile voice and text messaging platforms are burning. Is joyn the only solution? No, operators can force customers to buy SMS bundles through tied selling (in fact, this is a very popular practice). They can block VoIP traffic and OTT apps (but not in this country). They can partner with OTT vendors and open up their SMS walled garden. Or create OTT apps that are not joined. But they need to act quickly if they do not want to become irrelevant in the messaging space.
Operators and equipment vendors that have joined already are:
Operators: AT&T, Bell Mobility, Bharti Airtel, Deutsche Telekom, KPN, KT, LGU+, Orange, Orascom Telecom, Rogers Communications, SFR, SK Telecom, Telecom Italia, Telefónica, TeliaSonera, Telus, Verizon and Vodafone.
Handset vendors: HTC, Huawei, LG, Nokia, Research In Motion, Samsung, Sony, and ZTE.
Infrastructure vendors: Acme Packet, Alcatel-Lucent, Ericsson, Huawei, Mavenir and Nokia Siemens Networks.
This is a good list, with Apple being the odd one out on the device side (however, if not embedded in an iPhone, iOS Joyn apps will be available). The proof of the pudding is in the eating however, and many participants are likely in the game to hedge their bets only. Which begs the question, what will be the winning strategy to get consumers to start using joyn based services? We have a feeling that the GSMA message ‘it’s just there, it just works.’ will not be enough. Where social networking and communications merge, the social web trumps the ubiquitous network, even if quality of service and attention to privacy are mentioned as unique selling points in the GSMA press release.
Another big question is how operators will monetize joyn. We have some examples here. However, monetizing a chat or mVoIP service that other players give away for free will be hard.
A last big question is how operators hope to keep up with rapid developments in the app space. With dedicated app players putting focused development teams together to create relevant and targeted apps to a global audience across a multitude of platforms, it seems some have lost the game already.
In any case we will have to wait to end of Q2 to find out whether the first apps and devices based on joyn – to be launched in Spain – will be a big hit. For The Netherlands, expect 2013.
Will you join?
I’m seriously missing a tech vendor like Avaya here Pim. The have to jump on this train for the infrastucture part I think.
Ruud, Avaya is focused on the Enterprise market rather than the telecoms operator market. The infra vendors in this game are all focused on telecom operator infrastructure.