App Store may soon be exposed to new audiences and demographics

Developers await iPhone network exclusivity to end

App Store developers may soon be releasing their games to wider audiences and new demographics if Apple’s exclusive deal with O2 comes to an end.

For the past two years in the UK, Apple’s iPhone has been tied exclusively to network operator O2. 

Speculation suggesting that O2 will lose its iPhone exclusivity deal has intensified throughout that time, and Mobile Entertainment has now seen documentation that states the deal ends officially on October 9.

O2 remains the market-leading network operator in the UK, with a 28.3 per cent share, yet its rivals Orange and T-Mobile – two companies linked heavily to a new iPhone deal – together make up 46.4 per cent.

“If the iPhone is suddenly available across three network operators in the UK, it could really open up the market for Apple,” says Mobile Entertainment’s veteran editor Tim Green.

“And yes, if the iPhone is available across new networks, that will ultimately mean new UK audiences, which in turn can provide more opportunities for game developers.”

O2 and Apple have declined to comment.

About MCV Staff

Check Also

Euromillions – Why Scopely has just invested $50m with European development partners – Omnidrone, Pixel Toys and Tag Games

"While every partnership is unique, our goal is never to structure external studio partnerships as work-for-hire"