Whether mobile service providers should launch their own over the top apps, or not, remains an active question. Cable TV operators and fixed networks have faced similar strategic issues.
But there are times when the decision makes more sense.
When an OTT app showcases the value of fourth generation or next generation networks, as compared to user experience on an older network, and when there is a possibility a firm can gain a lead on rivals, there is greater value.
Or so Reliance Jio Infocomm calculates, as it launches a messaging app called Jio Chat for iOS and Android cell phones. Other mobile service providers have experienced mixed success when they have tried similar approaches.
But Reliance believes such apps, to be followed by others in the health monitoring, e-commerce, mobile finance and entertainment television areas, for example, will showcase the value of the Reliance 4G network.
The television app, called Jio Play, will offer all broadcast television channels, with a week-long digital video recording capability, with program rewind.
That would be a difficult app to provide on a 3G network.
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