The clamour to launch marketplaces is one that's engulfed manufacturers, operators and platform holders alike.

Keen to get in on the act is LG, which today announced the relaunch of its own Application Store – a 3,000 app strong marketplace the firm claims accommodates feature phones and smartphones alike.

Its initial focus is on the outgoing Windows Mobile OS, although LG has promised Android compatible apps will join the party before the year is out.

The store now live in 23 countries, with planned expansion bringing the total to 33 including UK, Germany, France, Italy and Spain and Iran.

Customer knows best

"Today, more and more people want mobile devices that make their lives easier and more exciting through the right combination of applications," says LG president and CEO Dr Skott Ahn.

"To meet this growing demand, we've put a great deal of effort into strengthening our application offerings for all types of phone owners.

"By studying customer insights and collaborating with top-level companies, LG is working to produce some of the best applications on the market, and a truly singular mobile experience for our customers."

App store overload

LG claims support for Android handsets reflects the current surge in interest in the OS, with the company stating it is perfectly placed to reward its new userbase with apps to enhance their experience.

Android, of course, already has a native marketplace, with LG's other smartphone bet – Windows Phone 7 – also set to ship with its own app store already installed.