As is increasingly the case with operators who are getting behind Android, such as Verizon, it's been revealed that Vodafone is planning its own branded version of the Android Market.

Leaked by developer BlueMedialab, and reported by MobileGamesBlog, Vodafone's Android App Shop will be part of its wider Vodafone 360 web and phone social platform.

It will be preinstalled on what's described as 'many Vodafone devices' from June 2010 in The Netherlands, Germany, Greece, Italy, Ireland, Portugal, Spain and the UK.

Selected development

Store management and content selection will be handled by German content aggregator Arvato Mobile, which is contacting developers of existing paid and free apps. It will test all apps in terms of device compatibility.

The revenue split will be the typical 70:30, with developers keeping 100 percent of advertising revenues generated in-app. Pricing variation across different territories will also be enabled.

Billing will be direct using Vodafone's mechanism, rather than using the default creditcard option that Google uses for its vanilla Android Market.

[source: MobileGamesBlog]