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Summary:

PocketGear, a major mobile app store, sees more opportunity in powering other app markets than in selling directly to consumer. The company is relaunching itself as Appia, a white label app store provider to take advantage of a potential explosion in app stores.

Appia Dev Portal Screenshot,jpg

PocketGear, a major mobile app store, sees more opportunity in powering other app markets than in selling directly to consumer. The company is relaunching itself as Appia, a white label app store provider to take advantage of a potential explosion in app stores.

As Pocketgear, the company was already partnering with companies to provide back-end app store service. But now as Appia, the company will give up being an open app store and will concentrate on providing an app store platform for carriers, manufacturers, portals and brands, where it believes the larger payoff is.

“The opportunity for us as an infrastructure company is better than building a consumer brand,” said Dov Cohn, vice president of marketing. “We’re going to let our partners leverage their consumer relationships they have and we’ll bring them great technology and developer relationships to try and reach as many people as possible.”

Appia already powers the app stores for 40 partners such as like Samsung, T-Mobile, AT&T, and Verizon Wireless and boasts a catalog of 140,000 apps for Android, Blackberry, Java, Symbian, Windows and Palm. Cohn said native app stores like Android Market will continue to be important destinations for consumers. But he expects many companies like large retailers and brands with big followings are going  to move into mobile app ecosystem. And why not? App Store revenues are now forecast to hit $15 billion this year, triple the figure from last year, according to Gartner.

Recent studies suggest the market for apps in third-party independent stores is poised to grow markedly in the coming years. A report by MarketsandMarkets last month forecast that independent app stores will become the major driver of mobile app downloads by 2015. Another report by Chetan Sharma Consulting, commissioned by independent app store GetJar, said third-party app stores will take in the majority ofthe mobile apps revenue by 2012.

We’re already seeing independent apps stores become major sources of app revenues and downloads. GetJar and AppBrain have become important alternative stores for Android apps. Verizon has launched its own V Cast App Store on Android devices while Amazon is planning to launch its own Android app store. If it seems crowded already, expect many more app stores before it’s all said and done.

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  1. have you noticed your screenshot includes apple logo, and their site does not? http://developer.handango.com/Login.jsp?siteId=1216

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    1. Good catch. Yeah, they can’t really sell Apple apps, just refer to the App Store.

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      1. unless they try to do something like appsfire :)

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  2. The more the merrier. I don’t like being roped into just one place to get things from. If they don’t have what I’m looking for then what am I to do? Choice is good.

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  3. They are too late! Anyone heard of Pocket Brand? See this: http://www.PocketBrand.com — they’ve been there for two years already, I think…

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  4. [...] There’s a lot of device fragmentation issues to deal with and plenty of competition from more app markets. And as web apps become more robust, it’s unclear if there’s a need for a system of [...]

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  5. [...] going to be a white label app store provider for other companies called Appia, I said we should be prepared for an app store onslaught. Well, it appear it may be starting now with Opera Software opening up the Mobile App Store, a web [...]

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  6. [...] a year later, purchased mobile app store Handango, which was founded in 1999. And just last month, the company re-branded itself as Appia with a focus on providing software for to help mobile operators build out app stores. Today Appia powers more than 40 partner storefronts [...]

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