The open nature of Android means Google is always vulnerable to the challenge of rival carrier-based marketplaces.

As such, Vodafone has today announced the launch of its own app store on the OS – 360 Shop for Android.

Its debut marks a major attempt by Vodafone to get in on the Android app business, with the firm aiming to offer developers an attractive alternative to Android Market.

App exposure

"Developers want to know that their app will be seen by consumers, and the 360 Shop on Android has been designed to maximise opportunities for content promotion," said director of content services at Vodafone, Lee Epting.

"Initial data is showing that up to a third of the catalogue gets exposed in a single day. This is a market-leading approach which will allow both customers and developers to get great value out of the 360 Shop."

The 360 Shop will carry both native and Joint Innovation Lab (JIL) based apps, with Vodafone putting much focus on ease of search.

Putting the user first

Indeed, the company claims dynamic promotional vehicles – such a best rated lists and specific categories – will enable users to find the apps they're interested in, while the shop will also come with a 'sophisticated personalised recommendations tool' that will supposedly target apps at specific consumers.

Vodafone also claims the process of purchasing is also hassle free, with users charged via their phone bills and developers receiving their revenue in regular intervals.

Due to launch this summer, the 360 Shop for Android will come pre-loaded onto the home screens of the HTC Wildfire and Sony Ericsson Xperia X10 Mini Pro.

Further Android handsets are expected to join the 360 Shop bandwagon later in the year.