Orange is one of the first European operators to launch its own applications store, called simply the Orange App Shop, available today in France and the UK. Similar App Store efforts from Vodafone and other operators are also expected, to go with single architecture stores from Apple, Nokia, Samsung, Android, RIM, Palm and Windows.
Initially the Orange Shop has only been launched for about one million phones across the two countries, with over the air updates going to Sony Ericsson Walkman 995, 595, 910i, and the new Yari (in France only), the Sony Ericsson Cybershot 905, and 510, and Nokia 6303 and 6700. As from January many of these phones will be sold with the App Shop software pre-installed and then as 2010 progresses this will extend to Samsung, LG, HTC, Motorola and RIM handsets.
Throughout 2010, Orange will continue to roll-out the App Shop service across its footprint, extending it to Spain, Poland, Romania, Switzerland, Slovakia, Belgium, Austria, Moldova and Portugal. In each country, Orange will add local content.
Orange promises the App Shop will give direct access, improved search and browsing of 5,000 applications, games, ringtones and wallpapers. It may not appear to be a lot of applications compared with 90,000 on the iPhone, but it should cover most generic application areas and apps can move to whatever phone you choose next.
The key to these operator application stores is that they have to develop each application for almost all their devices and that can mean a separate development effort for each major platform and where there is no real operating system on the device, it will mean Java applications. Orange says it has been working across multiple platforms including Java, Android, Blackberry, Symbian and Windows Mobile to port all of the apps.
Orange will be offering its own sign ups for existing TV channels, games and maps alongside third-party applications, all of which will be downloadable and billable through your existing Orange monthly bill, so customers don’t have to pre-register credit cards.
Yves Tyrode, EVP of Orange Technocentre says, ‘We are giving customers a tailor-made shop window on the mobile that makes it easier to discover, download, use and manage content. Whether it’s a Smartphone user, or someone using a simpler device, we know the demand for content is there ‘ it’s just about getting that experience right. That is why we want to give everyone with a phone in their hand the easiest access to personal content, on the most suitable device and tariff, to help them take the parts of the mobile Internet that they know and love, everywhere they go.’