In a significant move, PhonePe, a fintech company backed by Walmart, has introduced the Indus Appstore for Android devices, marking the emergence of the first major Bharatiya competitor to Google’s Play Store.
The newly launched platform boasts a diverse collection of over 200,000 Android-based applications, including popular names such as Bing, Kotak, MapMyIndia, and the government’s DigiLocker. Notably, these apps cater to users in 12 Indian languages, enhancing accessibility and inclusivity.
The launch holds particular significance following a Supreme Court directive in January 2023, which mandated Google to permit third-party app stores on Android devices. Indus Appstore’s arrival underscores a shift towards a more diversified app ecosystem in Bharat, challenging Google’s long-standing dominance.
Currently, users can access the Indus Appstore by downloading the APK (Android application package) from its official website. However, PhonePe CEO Sameer Nigam revealed plans to collaborate with multiple phone manufacturers to pre-load the app store onto various Android devices, ensuring broader accessibility.
To personalize the user experience, Indus Appstore employs Bharatiya mobile numbers for login, leveraging them as a primary digital identity. Recommendations are tailored based on the user’s mobile number profile, encompassing factors like location, neighborhood, and region to offer highly relevant app suggestions.
Nigam emphasized the platform’s commitment to inclusivity, stating that smaller app developers are being sourced from various platforms to ensure a diverse catalog. Additionally, Indus has forged individual agreements with larger app developers, facilitating direct listing on the platform.
The launch event, held in Delhi and graced by IT minister Ashwini Vaishnaw and G20 Sherpa Amitabh Kant, highlighted the government’s support for fostering indigenous tech innovation and competition.
Addressing concerns regarding app monetization, Nigam assured developers that they would have the freedom to choose their preferred payment gateways without incurring additional charges. Indus Appstore aims to generate revenue primarily through advertising solutions, content distribution, and modest commissions on paid app downloads.
The issue of commission rates charged by tech giants like Google and Apple has been a contentious issue globally. Indus Appstore aims to offer a more competitive alternative, with commission rates for paid app downloads set to be in the lower single digits, providing a more favorable environment for developers.
In response to inquiries about the inclusion of certain categories of apps, Nigam affirmed Indus’s adherence to Indian law. He emphasized the platform’s openness to hosting legal apps, including real money games, provided they comply with local regulations and user demand.
The launch of Indus Appstore heralds a new era of competition in Bharat’s digital ecosystem, empowering both developers and users with a diverse array of options while challenging the dominance of global tech giants.
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