Owners of iPhones are probably tired of hearing all the AT&T “network issues”, dropped calls, or other user experience degrading issues. I’m certain AT&T is also tired of hearing the complaints. I know the customer service agent who took my call last week had a fair bit of experience with iPhone customers calling in to complain. But this post is not yet-another bitchfest about AT&T’s network or how I love the iPhone…except for the phone! In experiencing the stellar experience with the iPhone platform and its extreme dependence on the network, I’m reminded of just how important the carrier experience is for the overall positive user experience.
Google’s CEO, Eric Schmidt, agrees with this. He delivered an engaging keynote appearance at Mobile World Congress stating the importance of the cloud, i.e. operator network, in the device and application experience.
“We feel very strongly that we depend on the successful business of operators globally,” he said. “We need advanced, sophisticated networks.”
Eric was reacting to an audience member’s statement that Google would basically make the operator network a “dumb pipe” and all the value would be over-the-top. But I disagree with this mindset. The connected experience that we are increasingly engaging with our smartphones, app stores, data, and social media would incur a tremendous amount of friction and dissatisfaction without the right networks in place and operating properly. Good session and roaming management will yield great experiences to end users, and that results in sticky, ARPU-rich subscriptions to all kinds of services and applications.
“Applications are sharing-intensive, and the cloud is all about sharing and replication,” Schmidt explained. “An application that does not leverage the power of the cloud is not going to wow anybody.”
It’s hard to find a successful application on an iPhone or Android device that does not have some sort of persistent or recurring network connection. Whether it’s location, gaming, messaging or productivity, the application experience is enriched with a great network. It seems that I’m stating the obvious however the notion of Over-The-Top has been on the minds and desired of users and application developers ever since the first walled garden went in place. Yes, many mobile computing platforms will have a variety of applications on them and accessing services in the cloud that are relatively transparent to the billing platform of the wireless operator (maybe the application specifics, but not the bits). The ultimate Always Connected User Experience will happen only with the integration and cooperation of the end-to-end value chain elements. This includes the pipes!