Telefonica Will Reboot Its App Dev Strategy Next Month

Telefonica (NYSE: TEF) will next month announce it’s building a new mobile apps developer network on top of its UK subsidiary O2’s existing programme, despite admitting it hasn’t been a great success.

Litmus launched in December 2008 to let savvy subscribers test and rate the newest in apps across various operating systems.

“If I gave Litmus a scorecard grade, it would be a six out of 10,” Litmus’ own head James Parton tells paidContent:UK, adding it’s has been a “challenge” to execute.

But Telefonica isn’t canning Litmus; quite the opposite – it’s promoted Parton to group level to oversee developer programmes worldwide, and will relaunch Litmus under a new name and with a new business model at Mobile World Congress in February.

The new scheme will offer APIs to develop apps not just for O2 in the UK but across the rest of the operator’s footprint in Europe and Latin America.

Right now, Litmus is a world away from the likes of iPhone’s app store, which numbers about 100,000 apps: “We don