The number of developers who cite app discovery as one of their main concerns is perhaps only matched by the number of firms claiming to offer some kind of solution.

Little is known about Outfit7's founder and former CEO Andrej Nabergoj's new company Iddiction, other than it has app discovery at its heart.

The firm, which has just closed a $3.5 million seed funding round – with input from Comcast Ventures, Highland Capital Partners, IDG Ventures and Playdom founder Rich Thompson – is set to go live to the public in the next few months, when all will presumably become clear.

Eye on Iddiction

"People discover apps mainly through ranks," Nabergoj said in an email detailing his new venture.

"That has worked okay to date, but by definition, top-ranking get the lion's share of downloads because they are the most easily discoverable. The rich get richer and the small get smaller.

"In addition, most of the great apps that were able to climb to the top have no ways of staying and getting back there."

Nabergoj claims Iddiction will offer an alternative to "spending money on various customer acquisition channels", offering way for the "small guy" to compete with the bigger players in the market.

"I spent a lot of time researching this challenge and I think we have a solution," he concluded.

"I started Iddiction, named after a slang term to describe dependency on mobile, particularly Apple, devices. Iddiction is still in stealth mode but we are working closely with a few developers to get it right before we launch publicly in the next couple of months."

You can find out more about Iddiction on the firm's website, which says the outfit will also help developers when it comes to promotion, rank optimisation, monetisation and distribution.

[source: Inside Mobile Apps]