PocketGear relaunches as white label app store platform Appia

Samsung, T-Mobile, AT&T and Verizon already on board

PocketGear relaunches as white label app store platform Appia
There's no doubt that the third-party app store market is becoming increasingly competitive, with GetJar having arguably pulled ahead of the pack of late thanks to some high profile backers.

PocketGear, however, had enjoyed a modicum success of its own. Back in August, the firm reported its roster of apps has surpassed 140,000, with more than 32,000 developers on board.

Nonetheless, in something of a strategic repositioning, those behind the marketplace have decided to rebrand their offering – Appia the platform's new name – and take the business in a different direction.

Happy to be Appia

Starting immediately, Appia will now operate solely as a white-label app store platform for carriers, OEMs and mobile portals, building on the service the firm currently provides for more than 40 partners around the world.

Already on board are the likes of Samsung, T-Mobile, AT&T and Verizon.

"Over the past few years we've been focused on building out an end-to-end application store platform for carriers and handset manufacturers, and supplying content developers with the tools they need to take control of the marketing and distribution of their apps to as many consumer touch points as possible," said Appia CEO Jud Bowman.

"As consumers increasingly look for alternatives to the native app stores, Appia intends to power those other stores and enable app creators to easily reach new customers."

Appia's catalogue extends across Android, BlackBerry, Symbian, Windows Mobile and webOS, with more than 3,200 mobile devices catered for in total.

Developers looking to get on board can upload their apps via the firm's website.

With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.