Though US carrier Verizon's multimedia store V Cast stretches beyond apps to include TV and video content, the firm has announced it is to drop the brand in favour of a new marketplace, simply dubbed Verizon Apps.
The store, embedded on its Android handsets, is being produced in conjunction with viral search specialist Chomp, with the firm's technology enabling users to search for app via categories as well as names.
Attack of the apps
"Part of the objective with redesigning our storefront is to improve discoverability of applications on smartphones," said director of consumer solutions Todd Murphy.
"As the number of apps has exploded, app discovery can be a challenge for mobile users. Customers who use Verizon Apps store want to find the apps they want easily and quickly, and by integrating Chomps search engine, were enhancing that experience."
Launching across handsets this autumn, Murphy said Verizon is aiming to pitch its rebranded marketplace as a premium alternative to Android Market, populated with only the finest of apps, rather than taking on the bulk.
"Obviously, the Android Market is on every single Android device that goes out the door. We are just at the point of getting our store on every newer Android device."
[source: AllThingsD]
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