Chinese app store SkyMobi (NASDAQ:MOBI) has signed a strategic partnership with China Telecom's mobile internet services platform.

Technically the deal is between SkyMobi's controlling subsidiary Mopin Technology and covers China Telecom's E Surfing service.

The result is that SkyMobi becomes an official business partner, able to provide customised software services such as its Maopao app store at China Telecom's network of physical stores.

SkyMobi currently has access to 40,000 operator stores in China; a total it expects to rise to over 100,000 by the end of 2014.

Power of brick and mortar

"Since 2010, we have worked extensively to develop and refine our model of content distribution via telecom operators' physical stores," said SkyMobi CEO Michael Tao Song.

"Building upon our pre-existing strategic partnerships with China Mobile and China Unicom, the additional cooperation with China Telecom will allow SkyMobi to expand its coverage with China's big three telecom giants' network of physical stores, strengthen its leadership position and accelerate market penetration amongst grassroots users in China.

"Sky-mobi will benefit from the expanded monetization opportunities resulting from a significant increase in users and content consumption."