Telefónica is among global tier one mobile service providers that are acting to support mobile devices running on operating systems other than Apple and Android, by announcing a new program to boost sales of Windows Phone 8 devices.
Initially for a period of one year, Telefónica will enhance marketing activities in support of its Windows Phone 8 devices in the U.K., Germany, Spain, Mexico, Brazil and Chile.
Telefónica also is supporting devices running the Firefox operating system. In any part of the Internet ecosystem, there are natural tensions between participants, over revenue shares, influence or control.
Mobile service providers naturally believe app providers and device providers have too much influence, compared to the service providers, in large part because of end user affinity for certain apps or devices, which gives app or device suppliers leverage.
The long term issue is whether mobile service providers, who do have much sway over packaging and pricing, can really shift consumer preferences in a significant way, where it comes to device choices. People want what they want, when they want it, how they want it and why they want it.
And though it would be a very-serious step, tensions within the ecosystem sometimes can break out in more serious ways. Channel conflict is a perennial problem in technology businesses.
Branded ISP operations by Apple or Google could be an example of how natural tensions could become inflamed to a more significant degree.
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