The carriers are clueless - always have been
The problem is the operators are clueless and have had loads of idiot MBA enabled product folks for years who've made IDIOTIC decisions. I would sooner trust a used car salesman than an idiot handset product manager or services product manager at a carrier.
These were the same guys who when handset mfr's spoke of doing 200-500 USD handsets they said "get a life" - no one will ever buy a full featured handset with PC like features. Well look at what happened with the iPhone and how off base every carrier was for months after it came out. (the carriers that didn't cut a deal with Apple)
The carriers that are doing well on this realized they are a pipe and sell value added services which increase ARPU and AREN'T tied to applications (e.g. data plans, intl calling plans)... NO carrier worldwide made anything justifiable on applications considering the investment that was made - bar the excuse of services that revolve around ringtones which is nothing more than extortion to the end users who get stuck with the subscriptions.
Any carrier thinking MS/Nokia is going to increase service revenue to anything more than 2-5% is smoking something.