In a panel talk entitled: So Many App Stores, So Little Time, the focus moved from content to distribution, especially the growth in secondary app stores.

One angle was highlighted by traditional retailers; notably Claudia Romanini, director, developer relations, Barnes & Noble, which has just opened up access to its Android-powered Nook Colour e-reader.

"Nook Color is a content consumption device and that includes apps.

"We know what sort of books and magazines our consumers read so we only present them with apps that are compelling to them," said Romanini.

Notably, to-date, there are only around 140 apps available via Barnes & Noble.

"Discovery and merchandising is key so we present say, cookery apps alongside books and magazines about cooking. People can also discover apps in our retail environment, not only on the app store," she added

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Unsurprisingly, there was a similar attitude from US rival Amazon.

"For us, it's all about the consumer experience," said Jon Fleming, head of business development, Appstore for Android, Amazon.

"And we include the developer as part of that consumer. We're trying to make the experience for developers to make and upload their content as easy as possible."