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“PhonePe Launches Indus Appstore to Challenge Google and Apple in Mobile App Distribution”

The Entrepreneur Bytes Team September 23, 2023 271

Walmart-owned PhonePe is launching the Indus Appstore, a new app marketplace, to challenge Google and Apple’s dominance in mobile app distribution. The platform aims to attract developers with a zero percent fee on in-app purchases and promises localized support and user-friendly policies. This move comes amid growing regulatory scrutiny of app store practices in India.

PhonePe Challenges Google and Apple with Launch of Indus Appstore

Walmart-owned fintech company PhonePe is taking on tech giants Google and Apple with the launch of its mobile app store, the Indus Appstore. This move aims to challenge the duopoly in mobile app distribution and offers Android app developers a more favorable alternative.

The Indus Appstore will provide developers with an opportunity to publish their apps and will stand out by charging a zero percent fee on in-app purchases. In contrast, both Google and Apple currently impose fees ranging from 15 to 30 percent on such transactions.

The platform intends to leverage its unique selling points to attract developers and users alike. Developers can list their apps in 12 Indian languages in addition to English and upload media and videos in these languages. The app store also promises a dedicated 24×7 India-based support system, which aims to address common issues faced by developers dealing with Google and Apple.

PhonePe co-founder Sameer Nigam emphasized the significance of the move, saying, “India is poised to have over 1 billion smartphone users by 2026 offering us a massive opportunity to build a new-age, localized Android app store.”

The app store will soon launch a consumer-facing app, allowing users to download and “sideload” it onto their smartphones. PhonePe has also partnered with original equipment manufacturers (OEMs) such as Nokia and Motorola to integrate the app store into their devices.

PhonePe’s strategic move comes at a time when Google and Apple face regulatory scrutiny in India over their app marketplace practices. Last year, the Competition Commission of India (CCI) directed Google to allow third-party app stores on Google Play, a directive that was later set aside. PhonePe’s efforts to provide a more favorable environment for developers and users could be seen as a response to the challenges and regulatory pressures facing major app store providers.

The launch of the Indus Appstore has been in the works since PhonePe’s acquisition of Indus OS in July 2022. With the current trajectory and a growing number of users, PhonePe’s Indus Appstore aims to provide a credible and localized alternative to Google Play and Apple’s App Store.

PhonePe’s foray into the app store market further diversifies its services beyond digital payments. The company has been actively expanding into various sectors, including digital commerce, stockbroking, account aggregator services, online payment gateways, and point-of-sale devices.

As PhonePe continues to raise funds and expand its services, it presents a formidable challenger to the established players in the Indian tech ecosystem.

Sources By Agencies