According to some estimates there are around 50 app store options available to developers. But that doesn't stop new market entrants coming into the space – and even claiming their stores reduce some of the complexity.

Firmly in this camp is chip giant, Intel. In January the firm confirmed it was launching a developer programme and app storefront (called AppUp) to meet the need for apps that work on netbooks. Intel plans to offer the store as a white-label service for OEMs, who'll offer it with their own branding.

One month later, it teamed up with Nokia to create Meego, a hybrid of Intel's own Moblin OS and Nokia's Maemo. This platform will offer one Linux-based development ecosystem that will give developers one build across phones, netbooks and potentially tablets, e-readers, in-car and more.

ME met Scott Apeland, director of the developer network at Intel’s software division, to find out more...

Why is there a need for a netbook app store? How is it different from a desktop store? And doesn't it fly in the face of the move towards cloud based services?

There are still multiple sites on the web that users are visiting to download programmes for their netbooks. What we're proposing is to build one site that these users can come to, and know that the apps will run well on their device with no malware, no viruses and so on. From our research, people tell us this is a strong proposition, and something they'd be keen to use. And in terms of the cloud, well yes obviously there is some migration towards it, but there will always be a demand for the better experience you get from a download that's designed to run on a specific device family.

Give me some examples.

There are lots of management type apps that make it easier for people to organise their lives – I'm thinking of apps for business travellers or students or household managers. These programmes just make things easier than a browser-based experience would by logging into multiple sites from a single sign in, that sort of thing. But I think the interesting work will be done when developers start to innovate around existing apps. So you could take a category like recipes or photo management or e-books and see where developers take them. It's happened in the handheld space already.

What is the installed base of netbooks?

Analysts have been quoted as saying there were 50m in use at the end of 2009, with an installed base of 100m for end of 2010.

How have developers responded?

We've had 6,500 SDKs downloaded and 400 apps submitted so far.

What's their feedback?

The two main requests we've had from developers have been to make the guidelines about submissions as clear as possible and to make the approvals process fast.

And how's that going?

The goal is a seven day validation at the most. We want to be open and transparent with the development process. We need to know straight away: does it install smoothly, does it run well, is there any risk of malware? But then we also have to check that the app is rated appropriately, and that privacy laws are adhered to.

What are the age ratings?

Apps are rated for 3+, 6+, 10+, 13+ and 17+. Anything we deem to be 18+, which generally falls under the category of pornography, is not permitted.

At MWC it was announced that Intel and Nokia would merge Moblin and Maemo into Meego. What's the big vision there?

There's been such a proliferation of app stores, with around 50 that we have identified. Developers tell us that's a challenge, but with Meego they can have one OS for netbooks, tablets, smartphones, set top box and in-car. Yes, there'll be a need for slight porting to different screen sizes, but the underlying tech is the same.

But in reality how much cross over is there between the various devices? Will the same apps really run on a small phone and a set top box?

I think they will. I can see games, e-books and so on across all these formats. There are some factors that won't always translate. You won't get the accelerometer in a car!

How will Meego apps be distributed?

It depends on the vendor. Nokia will distribute them via Ovi, but we'll support Meego through our AppUp storefront.

And AppUp will support other OSs too?

Right. AppUp will offer Windows and eventually runtime platforms like Air, Java, Flash and Silverlight. Meego adds the Linux piece.

You mention the proliferation of app stores, and that just makes it harder for consumers to know where to go. How can you drive them to AppUp?

The most important development will be the pre-install, and we hope to have the storefront shipping on netbooks over the next two quarters.

What's the billing method and what's Intel's share?

Credit card and PayPal. The average price point so far is $5 to $9, but 60 per cent of submitted apps are free. Intel takes 30 per cent.

Any plans for in-app payment?

Its not available yet, but I know how important this is so we're hoping to add APIs to the SDK soon. Obviously any developer with their own provision is welcome to use it.