PhonePe recently introduced its Android-based mobile app marketplace, known as the Indus Appstore, in India on February 21st. The launch event was graced by the presence of the Communications, Electronics, and Information Technology Minister Ashwini Vaishnaw. This initiative by the Walmart-owned fintech firm aims to address the issue of limited regional language content on existing app platforms, making it more inclusive and accessible to a wider audience.
Indus Appstore boasts support for 12 Indian regional languages in addition to English, catering to a diverse user base across the country. Some of the supported languages include Hindi, Kannada, Malayalam, Marathi, and Punjabi. The platform includes unique features like video-led app discovery, mobile-based logins, and AI-driven app recommendations, enhancing the overall user experience.
At the time of its launch, Indus Appstore offered access to 200,000 apps, including popular ones like Flipkart, Disney+ Hotstar, and Zomato. The platform also includes a significant focus on gaming, with categories such as casual gaming, heavy gaming, and real money gaming (RMG). However, it is essential to note that app developers will be subject to an annual fee after the first year of listing their apps on the platform.
One of the key selling points of Indus Appstore is its developer-friendly policies, such as not charging any platform fee or commission for in-app payments when using separate payment gateways. This stands in contrast to industry giants like Apple and Google, which typically charge a commission of 15 to 25 percent for similar services. The platform also provides flexibility in terms of advertising within apps, allowing developers to choose whether or not to display ads and earn revenue accordingly.
The Indus Appstore offers several smart features aimed at enhancing the overall user experience. For instance, smart updates enable faster access to the latest versions of apps, while personalized storage management recommends hibernating rarely used apps or deleting unused ones. Additionally, the platform prioritizes mobile number and OTP-based logins over email-based logins, emphasizing convenience and security for users.
The launch of the Indus Appstore by PhonePe marks a significant step towards addressing the lack of regional language content on app platforms in India. By offering support for multiple languages, developer-friendly policies, and innovative features, the platform aims to create a more inclusive and user-centric app ecosystem. As the marketplace evolves and expands its offerings, it will be interesting to see how it competes with established players in the industry and the impact it has on the overall app market in the country.
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