US: Verizon creating app store

Verizon wants to build its own app store, and is planning a July 28 event to entice developers to its platform. Like everyone else wooing programmers, the company hopes to get the equivalent of the in-crowd building the hottest apps that will elevate its store, and thus its phones and network, to the level of popularity that Apple’s iPhone currently enjoys. But getting a critical mass of developers building great software isn’t an easy task.

the network operator’s app store will be the sole marketplace on devices sold by the company, meaning stores such as Research In Motion’s BlackBerry App World or Microsoft’s Windows Mobile Marketplace won’t get placement on Verizon handsets unless a consumer downloads them.

Developers can build applications for whatever platform they want. If they want to tie those apps to Verizon’s subscriber data for information about locations or to bill a customer, the developer needs to go through a quick approval process with Verizon and add an API to access the appropriate data.

Consumers will see a Verizon app store before the close of this year, and developers can expect to learn all about this at the Verizon Developer Community Conference on July 28 in San Jose, Calif.

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