Deutsche Telekom (DT) and former subsidiary T-Mobile USA aren’t happy with the app search within the Google Play store and are turning to app search provider Xyo for a more operator-friendly alternative.
DT will use Xyo’s technology, which analyzes app usage data and user preferences to produce better app recommendations, within its Top Apps recommendation service in several countries, including Germany, Austria, Switzerland and Poland. T-Mobile is also planning to use it in the U.S. With Xyo, the operators can ensure the apps they have an interest in selling get noticed by users. For example, operators that sign a deal with Spotify could ensure Spotify’s app gets top billing when users search for streaming music apps.
Yankee Group Senior Analyst Raúl Castañón comments
“The fact that a major mobile operator is challenging Google Play is very significant; Deutsche Telekom’s strategy is an indication that the app store model is broken
and reflects the limitations of current search technology
when it comes to mobile apps. Xyo’s solution will address the limitations of discovery within Google Play, but this is a short-term solution; it is one more way of hacking a system that is broken and needs more than just a facelift. The real potential of Xyo’s technology is at a much bigger scale; the company’s contextual search capability is a challenge for Google Now in the emerging space for voice-controlled PAs, which is set to be the next mobile battleground