The first two European third-party app stores to be announced offer different visions of how these stores might work: the first is a white-label business app distribution service, the second is an all-you-can-eat subscription deal.
The stores are one step away from being introduced now that Apple has been forced to open the stores to third-party apps and payment systems. It seems likely that more such stores will open soon, and interestingly, the two are willing to explore new app distribution business models.
For the company: Mobivention
Initially available in Germany, the Mobivention App Marketplace aims to become a safe place to download apps for company employees, partners and customers.
This means that enterprises can distribute their own internally developed applications and those created by service providers. The focus is on applications used by employees within the company.
This alternative to Apple’s App Store was apparently developed in “close collaboration” with Apple, working in a coding lab at Apple’s European headquarters in Ireland.
“Our goal is to provide companies with an innovative platform that allows them to participate in the growing application business and increase their competitiveness,” said Hubert Weid, director of Mobivention.
The company will provide others with a white-label version of the store that can be customized — so a company that wants to build its own app store can use its solution.
Although the offer seems interesting, it is not cheap. The starter package supports a limited number of app downloads and has a setup fee of €950, along with a flat monthly fee. The price rises to 9,950 euros plus a monthly fee for unlimited downloads.
At that price, it seems likely that the offering will appeal to a relatively limited market. However, it is of potential interest to businesses considering how to create their own unique employee application portal.
Application subscription service: SetApp
Set to launch in April, the second business proposition of what could prove to be a wave of alternatives to the App Store in Europe comes from SetApp.
Mac users may already be familiar with SetApp, which offers subscription-based access to a collection of third-party Mac applications for $9.99 per month. That’s the model Setapp is following for its iPhone app store, where it will offer “a carefully curated assortment of apps, including fan favorites from the Setapp catalog.”
“We are setting a new path for the software industry towards a better and more diverse application ecosystem. This will offer customers more choice and a better overall user experience,” said Oleksandr Kosovan, CEO and founder of MacPaw.
Those interested in accessing Setapp Mobile can join the waiting list.
Long term
I’m not particularly optimistic about the future of third-party app stores. I think the initial expansion will be quickly followed by security scares and rapid mergers and acquisitions. At the same time, it should be interesting to follow the more insightful business models that emerge as they may prove to be true innovators. I’m sure that with the proliferation of new business models, more such stores will emerge at an epic rate, with or without Epic.
If you are located in the EU and want to use an EU third-party app store on an Apple device, the user’s Apple ID must be registered in an EU country and the user must be physically within the EU borders. You can also continue to use EU app stores for up to 30 days after leaving the region. After that, your apps will continue to work, but you won’t be able to update them; you should also know that Apple will not be able to refund any accidental in-app purchases.
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