The aim of Plaza Retail is to allow application retailers (operators, usually) to give consumers a nice shopping experience on any device, and developers broad distribution, regardless of their development platform.

Clearly, Qualcomm wants to arm operators to hit back at app stores such as Apple's and RIM's that serve only a single device or platform. 

Plaza Retail consists of three elements:
    •    Management Center – A merchandising system that supports Java, BREW, Flash and BlackBerry with planned support for Android, Windows Mobile, Palm, Symbian, and LiMo. 
    •    Connection – An open marketplace that enables content to reach the market in a 'frictionless and transparent' manner.
    •    Storefront – A web and WAP storefront expandable to support promotions and micro-stores.