As carriers look to replace declining voice and data revenues, the concept of mobile bloatware is once again making an appearance. At a time when switching costs are virtually non-existent, can carriers and brands afford to irritate their customers?

Love them or hate them, use them or don’t, applications have taken the mobile industry by storm and demonstrate that mobile communication is more than just telephony and email. Apps are a critical part of a vast eco-system that bring us together and connect us with information, products and services in ways that are engaging, informative and entertaining.