While the rush of launching pure app stores seems to be abating, the new drive is for web-based stores that mix up selling mobile games and apps with sticky social and community features.

One such is FunZoo, launched by Irish service provider Zamano, together with Selatra, which runs the mobile games portals for various carriers including O2 Ireland.

Currently available for users in the UK and Ireland, it offers over 1,000 products from companies such as EA Mobile, Glu, Digital Chocolate and GameHouse.

We caught up with Zamano's online channel manager Gareth O'Neill to find out more.

PocketGamer: Why do you think a site like FunZoo is needed?

Gareth O'Neill: There are lots of different app stores that are specific to types of phones e.g. Apple App Store, Android Market, Ovi Store, plus there are sites such as GetJar which use an ad funded model to offer free games.

The gap in the market is for a one-stop shop to sell games and apps from top brands for all phones, including smartphones and feature phones

What do you add that's different to the carrier portals?

We offer the apps at cheaper prices than the carrier portals and we add the social media effect they don't have, providing the ability for users to comment and review, tweet etc. We also bring all the networks together in the one place.

What formats of games are you currently supporting?

Along with Java, we support Symbian, Android and Blackberry, including native games.

There are currently lots of app stores being launched, so how will FunZoo stand out?

Funzoo is about listening to consumers; it is not just an app store, it is a web and mobile web solution. I predict the mobile web will overcome app stores and people will have more freedom of choice in the future in terms of where they purchase games and apps for their phones.

Funzoo aims to be a social community for app and mobile game buyers and also has competitions, price drops and fun promotions. When compared with app stores, this is a very different philosophy and strategy.

What's the background of FunZoo?

The two companies behind FunZoo, Zamano and Selatra have been working with each other for many years, and I saw the need to offer a new type of service that was more in touch with where the mobile market is going.

Selatra has started to offer a web, mobile web and wap solution, so it made sense to use it to build Funzoo as Selatra is also our content partner. It was extremely flexible and great to work with. It built the site to the specification outlined; developing additional modules where necessary. We've ended up with a site we're both happy with.

What can you tell us about future plans for FunZoo?

The plans are to grow to be the number one web and mobile web solution for selling mobile games and apps for all phones in the UK. We also plan to expand into the US market, and Spain is under consideration.

New features planned are PayPal integration and blogging functionality, while product-wise, we are looking into the possibility of offering MP3s.

Thanks to Gareth for his time.

You can check out Funzoo here.