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Idea’s MobStore: App Or Services Store? New Revenue Model

Mobile operator Idea Cellular plans to launch an "app store" (note the quotes) powered by VAS company Spice Digital called Mobstore. Mobstore is, in fact, not at app store at all - it is a bouquet of m-commerce services that were already being offered on WAP portals and handsets, but they have been ported onto an application. To simplify, the store is an application. Idea users can download it from from Idea.getapp.in/mobstore or by sending an SMS 'MOBSTORE' to 54777. Once she downloads it, the user will find there is no search option available - there are five main categories and 14 services being offered on it. Talk about walled gardens! Top operator Airtel announced its App Center will be launched in February and Aircel is still readying its application store in association with Infosys and will be launching it in 4-8 months. New Pricing Model Idea Cellular has also invented a new revenue model for Mobstore. The two options offered by Idea Cellular for using the store are: Re. 1 per day Rs. 15 per month Spice Digital informed us, "Access is not charged but the store is - subscribers can use any of the applications and will have the choice of paying Idea either a daily or monthly fee." Generally, app stores are platforms where users can search for applications and download them. When one downloads a premium application and pays for it, the payment gets divided between the telco/carrier, the store owner (such as Apple for its…

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