updated 11:45 pm EDT, Mon September 13, 2010
Company hosting dev conference this month
Verizon is set to launch a new app store, V CAST Apps, for Android handsets. The new portal promises to be a separate entity from Google's official Android Market, which already offers a special section for V CAST content, according to an Android and Me report. The move will likely mimic Verizon's app store launch on BlackBerry devices, despite RIM's own App World.
The carrier is already accepting submissions for Android apps, with the goal of 14 days until approval and placement. Developers submit apps directly to Verizon, while the billing is also tied to the carrier instead of PayPal or direct payments from customers. The company has matched Google's 70/30 revenue split.
Verizon is attempting to differentiate itself from the Android Market in several ways, including cross-platform distribution on BlackBerry and Android. Participants may also have additional marketing options, "not just a quality-crushing algorithm," according to a letter distributed to developers.
Interestingly enough, Verizon development executive director Jennifer Byrne recently highlighted the benefits of taking a hands-off approach. The company transitioned from the "walled garden stage to the open approach," as Android installations have been left mostly without restrictions regarding sources of app downloads. It remains unclear if the company will maintain its hands-off approach as its own app store is placed in direct competition with the Android Market.
A public launch date for the V CAST Apps portal has yet to be announced. The offering will initially be limited to devices running the latest Android build, v2.2 Froyo.