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06
Feb
2014

Deutsche Telekom shows collaborative stance with broadened Evernote Partnership

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There was a time, not so long ago, when MNOs and app developers were in very different worlds- the former worked within the bounds of securely owned network infrastructure (and they were conservative). The latter used OTT (over the top) apps to deliver snazzy new content and services and they were avant-garde.

Happily for the communications industry as a whole, and for the good of the customer ultimately, this is no longer the case. App developers have a lot to gain from MNOs: not least, access to their paying clientele.

In March of last year, Evernote, an app developer focussed on picture and file sharing, launched a partnership with Deutsche Telekom. This partnership has now been expanded into 12 new countries: Albania, Austria, Croatia, Czech Republic, Greece, Hungary, Montenegro, Macedonia, The Netherlands, Poland, Romania, and Slovakia.

Deutsche Telekom customers in these new markets are able to receive six months of Evernote Premium at no extra charge as part of their mobile plans, or by purchasing a new Android device with Evernote pre-installed.

With Evernote, customers can take notes, clip webpages, snap articles, create <span>to-do</span> lists and record audio using their mobile phones. Premium features are available, such as document search and reminders.

Apparently Deutsche Telekom’s partnership with Evernote “is in line with [their] innovation goal of entering into partnerships to offer unique services that will increase both value for the customer as well as customer loyalty."

Deutsche Telekom describes the partnership as a “building block” in its “strategy to differentiate itself from its competitors by offering the broadest range of innovative services possible.”

Certainly Evernote does allow Deutsche Telekom to “add value over and above its core competencies”, (as it trots out in its press release).

But its significance goes further. In embracing Evernote, Deutsche Telekom is embracing a new world where apps (whether for file sharing, screen sharing, video telephony or, dare I say it, mobile VoIP) are crucial. Not so long ago Deutsche Telekom was pretty opposed to the communications New World, particularly mVoIP. <span> </span>It now seems to be coming round…

Evernote for its part, definitely sees carriers as core to its strategy: Carrier partners include NTT Docomo in Japan, Movistar in Spain, KT in Korea, Taiwan Mobile, O2 in the U.K., Telefonica Vivo in Brazil, and Starhub in Singapore. This is great for Evernote, but reduces the extent to which one operator is differentiated from another. If all MNOs adopt the same technology, it will become an issue not so much of innovation but one of catch up….