Riding Android wave, T-Mobile USA details effort to woo developers

BOSTON – It’s a busy time for T-Mobile USA Inc.
The carrier is in the midst of rolling out its 3G network, it is launching the world’s first Google Inc.-powered cellphone, and it is overhauling its interactions with application developers. The goal, of course, is to increase interest in mobile data and content.
“We think there’s a huge opportunity to move that needle forward,” said Ian McKerlich, director of mobile Web and content services at T-Mobile USA. McKerlich was on hand here at the Mobile Internet World trade show here to pitch the carrier’s content play and drum up interest from the developers in attendance.
“What I want to spend most of my time doing is talking about mobile Web development and innovation,” he explained during his keynote presentation. “We’d like developers to have a fully digital relationship with T-Mobile.”
Along those lines, McKerlich outlined the carrier’s new developer Web site and sales strategy. The site, http://developer.t-mobile.com/, allows developers to find detailed information about the carrier’s lineup of phones, from Nokia Corp. and Motorola Inc. handsets to BlackBerrys and Windows Mobile devices, and submit applications for those gadgets.
Although most top-tier carriers employ some kind of developer program, T-Mobile USA is trying to set itself apart with what it says is the simplicity and accessibility of its operation.
Under the new developer program, T-Mobile USA will accept any and all applications that pass the carrier’s basic tests, which cover the use of the carrier’s network and its consumers’ personal information. The applications will be made available to all consumers with the appropriate phone, and T-Mobile USA will share up to 70% of the revenues with the application developer.
Interestingly, McKerlich said T-Mobile USA will take a YouTube approach to the sale of applications, whereby it will list the most popular applications first while retaining the option to exercise “editorial placement” – featuring sports applications during the Olympics, for example.
The strategy is similar to that employed by Apple Inc. with its iPhone App Store, though McKerlich snubbed his nose at the App Store.
“Some of the developers we’ve talked to have said Apple’s App Store is not really that open,” he said, without providing details.
Apple announced in September that 100 million applications had been downloaded from its App Store worldwide.
McKerlich said T-Mobile USA’s goal is to cover all devices and applications with its new developer program, but the carrier is concentrating first on downloadable Java apps. Thus, the carrier’s Android-based G1 device initially will not be covered under its new developer effort – instead, Google is handling that through the Android Market.
“It’s still pretty early days,” explained McKerlich.
Indeed, Android executives were on hand at Mobile Internet World to tout the benefits of the platform, which received major votes of confidence from MySpace (which announced plans to develop an Android app) and Kyocera Wireless Corp. (which announced plans to build Android phones).
“It’s one of the most open mobile platforms available today,” boasted Justin Mattson, a senior developer for Google’s Android effort. Mattson explained that openness from Google’s standpoint means that carriers and handset makers can tweak the platform to their liking, developers can get deep inside the software, and end users will be able to manipulate their phones as they see fit.
“Traditionally, we’ve seen a fair amount of closed-ness to end users,” Mattson said. “Users should have more control over the experience of their device.”
Specifically, Mattson said Android allows end users to change out even the most basic components of the phone’s software; for example, Android users will be able to rip out the address book that comes installed in the G1 and replace it with one from a third party.
It remains to be seen whether Android – along with T-Mobile USA’s efforts to advance its data play – will succeed in a market filled with competing enticements for developers’ time, energy and money.