US operator Verizon Wireless has taken the wrappers off its app store, revealing a 70% revenue share for developers.
However, the submissions process will have an extra layer of approvals compared to many other app stores, as the carrier's executive director of eco-system development explains to VentureBeat.
"You register, then you submit your concept. Then people on the business marketing team will look at it to make sure that it's fine under standard checks. Once you pass that, then the code is submitted. It runs through our Verizon certification process. Then it gets placed on the deck."
Whether this double-pronged approvals process puts off developers will depend on exactly how standard (and transparent) those "standard checks" are.
However, the promised 70% revenue share will be more welcome, as will the fact that developers will have access to Verizon's billing platform, location features and marketing on its website.
As previously revealed, Verizon plans to make V Cast Apps the default app store on all the smartphones it sells, even if they already have their own app stores.
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However, Verizon has announced a partnership with BlackBerry, which will be customising a version of its BlackBerry App World for its handsets sold through the carrier.
Many of the details of how Verizon will run its app store remain cloudy. Higgins says that "free apps are fine", but at the operator's developer conference yesterday, EVP and CMO John Stratton promised a cautious approach:
"We need to improve the status quo or conventions around how to merchandise so the premium apps that you develop don't get lost in noise, or limitless supply of free apps."
