Dear Airtel, Vodafone, Idea and others; you would obviously know that apps, combined with data analytics can really work wonders. It can add tremendous value to both the customer as well as the service providers. At a time when you are being squeezed for revenues by the platforms like WhatsApp on one side, and being pressurised to invest in fast emerging opportunities like the IOT on the other side, being nimble ability to stay relevant to the customers would be the key. And to be frank, your apps seem to be quite unaware of all this. For me as a customer to choose your app over scarce space on my phone, you need to show me that your apps offer me real value.