Today’s news is hardly surprising. I think Fierce’s Mobile’s Sue Marek describes the news better than I could:
Less than six months after AT&T Mobility, Verizon Wireless and T-Mobile USA announced their mobile commerce initiative, called Isis, it appears that these major players are already starting to rethink their ambitious plans.
Today the Wall Street Journal is reporting that the operators are scaling back Isis, which they had originally hoped would compete with Visa and MasterCard and instead have decided to set up a mobile wallet.
Interestingly, this new mobile wallet plan sounds very similar to what Sprint Nextel has been doing. If you recall, Sprint was noticeably absent from the Isis joint venture. The operator said at the time that it was not interested in competing with the credit card companies and didn’t want to be part of a proprietary system. Instead, the company unveiled a mobile wallet solution in November that enables customers to use buy physical and digital products directly from their phones, entering a universal PIN code and billing purchases to their existing Visa, MasterCard and Amazon Payments accounts. Sprint’s Mobile Wallet is not a carrier billing mechanism, instead the company calls it a “container” for on-the-go customers to leverage traditional payment methods.
It appears that AT&T, T-Mobile and Verizon Wireless are taking a cue from Sprint. The WSJ article says that Isis is in talks with Visa and MasterCard and others to see if they will participate in this mobile wallet initiative.
Here’s what I had to say about Isis back in December:
Isis is a perfect example of Big Bell Dogma. Carriers think they can do a better job than Visa, Mastercard, American Express, and others in the payments ecosystem, so they invest billions to try to replicate capabilities and compete with existing players rather than focusing on what carriers actually do well and enabling the existing players and nimble startups to leverage the carrier’s infrastructure to bring real value to consumers. Carriers have been trying to do that for over a hundred years in different industries. Sometimes they get lucky and succeed, but most of the time it’s a miserable failure.
Does this Isis abandonment point to the death of the Bell’s “Big Bell Dogma” strategies?
I hope not. As I concluded in that December post:
Maybe I shouldn’t be trying so hard to put an end to Big Bell Dogma. Instead, in the short term, Sprint can enjoy the benefits of being the best partner for everyone else in the ecosystem, and in the long term, we all can enjoy the fruits of Big Bell Dogma’s glorious failures.
So, as the Big Bells continue to compete with their customers/partners in home security and social coupons, all I have to say to everyone in the ecosystem is: if you want to move at carrier speed, go talk to the big bells and wait for them to enter your market and compete with you. If you want to move at silicon valley speed with a true partner focused on mutual success, come talk to Sprint.