MWC being in full swing, has brought a truck load of new product launches and partnerships(too many that they start blending with each other to form one amorphous blob). But what caught my eye was an announcement from Jason Donovan, an AT&T executive on how it is considering a way to let app developers pay the cost of the data traffic associated with its usage instead of passing on the burden to subscribers. AT&T believes that it will roll out this service sometime in 2013, and that there is already rising interest from companies that hope to rely on this the feature to incentivize customer adoption. I believe AT&T is right in that there are firms who believe this to be a good thing. And one among them would be Isis. Let me explain why, before delving in to why overall this has the potential to be a really crummy idea. Continue reading