Qualcomm tackles the any-device app store

An operator—or a third party retailer using an open carrier platform--could use Plaza to create a simple application store using wireless application protocol (WAP) that spans its entire device portfolio, or it could create a tiered system in which customers get access to more features, more personalization and ultimately more content as they move up the device ladder. Plaza could also be used to create a high-end application store, focusing on smartphones or advanced 3G feature phones. Initially Plaza will support BREW, Java, Flash and BlackBerry applications but will eventually support Android, Windows Mobile, Palm, Symbian and the LiMo Foundation's mobile Linux operating system.

The enormous success of the iPhone app store—Apple achieved 1 billion downloads last month—has led to many imitators and a revival of the fortunes of downloadable content. QIS vice president and Plaza Retail general manager Arvin Chander isn't about to credit Apple with inventing the App store, since BREW has essentially filled that role for most of the decade, but he admits Apple has made critical improvements in the app store model that have excited not just consumers but also the developer community at large.

"Apple has been able to bring a multitude of content into the App Store that has created a buzz not only from bigger developers but from the guys in the garage," Chander said. While developers are drawn to Apple's developer community, consumers are drawn in even greater numbers to the app store for its variety and ease of discovery, Chander said. While Plaza will incorporate all of that functionality into its client portals, Qualcomm isn't merely emulating Apple, he said. Plaza will enable features that go far beyond the iPhone app store or any of the other platform specific portals in the market.

"Apple has had one device," Chander said. "Apple has provided a consistent experience on a single device and platform. We'll provide that experience across devices and platforms."

Furthermore, Plaza can do things platform-specific storefronts can't, Chander said, the most significant being a high degree of customization toward individual users. Carriers not only have a large amount of customer data they can use to tailor promotions and application features to their customers, they can track usage of the individual apps. While Apple may know when a customer downloads an app, its visibility ends there. An operator can track how and when they use and app, Chander said. That information can be used for targeted ad campaigns, a more thorough recommendation engine and even to customize individual applications and services for individual subscribers.