VZW makes its case for the V Cast app store

LAS VEGAS – Verizon Wireless' (NYSE:VZ, NYSE:VOD) new V Cast App Store isn’t a reintroduction of the walled content garden, it’s not a ploy to shut out the Android Market, and it’s not the lynchpin of VZW’s master plan to take over the mobile phone — at least those were the points that VZW made as it kicked off its annual developer’s conference today.

As Verizon prepares to launch its 4G long-term evolution network in 25 to 30 major markets, its portfolio of devices becomes increasingly smartphone-centric and the overall mobile data revolution surges forward, Verizon Wireless and its millions of mobile data customers are increasingly in the forefront of the mobile applications community. Verizon Wireless today sought to show hundreds of developers attending its event that its wasn’t their enemy but could be a very close ally, making their software better, exposing their apps and services to more screens, and getting their products more quickly to market.

“We hear that V Cast Apps is out to take over your phone,” said Greg Haller, vice president of consumer product solutions for VZW. “That’s false.” While Verizon will bring its branded Android app store to the forefront of its deck — just as it does on the BlackBerry platform — it isn’t shutting out the Android Market, any other competing app stores, nor preventing customers from accessing the increasing number of Web-based apps emerging as mobile browser technologies become more sophisticated.

“With the success of the Android Market is there really need for another store?” Haller said. While Verizon will be the ultimate arbiter of what makes it into the App Store, making it a much more exclusive sales hub than the free-for-all that tends to characterize Android Market, Verizon isn't looking to impede developers, Haller said. Though he didn’t give details of the specifics of Verizon criteria, Haller said VZW’s primary goal is to ensure those apps don’t harm the network and don’t harm VZW’s customers. Otherwise VZW will try to produce one of the most streamlined process in the industry, getting many applications into the market within a few weeks of submission, in contrast to the long delays that characterized its other app approval efforts, Haller said.