To a large extent, providers seem to provide value ads to their own apps. I have used Skype for a long time both internally in HansaWorld, toward some of our partners and customers. We lauched HansaWorld BusinessPhone some time ago as a Skype Extra, directed towards new non-HansaWorld users. FaceBook also ads value for their users, with their Applicatons. I just tried out the Bookshelf app and the Winelist app for the fun of it. And our own HansaWorld SmartApps for business users of many kinds.
This looks like a way to attract more users, users with specific needs not supported by the main developer. It also attracts third party developers with special skills and interests.
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