Problem is as enduser we need it since for example I can't pay my bills without downloading that damn swedish bankid. And guess what? Such stuff is only available on Google play or Apple store yes thats madness but reality whatever we like it or not.
Conclusion to that. Strategy may work out in BRIC country's but in EU an US we will never get rid of Google play service whatever we want it or not.
And btw about Qualcom reference design.