SingTel to launch its own app store

SingTel's App Zone will be available through PC and mobile handset Web browsers.
(Credit: John Chan/CNET Asia)

Ever since the success of Apple's App Store, every other smartphone platform has either released or at least announced their versions. Singapore operator SingTel is getting into the game, too, through its upcoming App Zone service to be launched by the end of the year. Unlike other operating system-specific catalogs, SingTel's will cater to a wider range of devices, including regular feature phones with proprietary operating systems.

The App Zone will first be available only to SingTel customers and can be accessed through a desktop or mobile phone browser. The programs in this catalog will range from Java-based ones to full-fledged smartphone apps meant for Symbian, Windows Mobile or Android devices.

According to product marketing manager Steve Tan, even though some of these programs will already be available in their respective operating system's app stores, there is still an advantage to SingTel hosting them. This lets consumers pay using a prepaid card or through a postpaid bill, so no credit card transaction is necessary. Tan also added that mobile apps which are Singapore-specific may end up getting buried in those vast libraries and can benefit from being listed on the App Zone, helping developers gain some eyeballs over a longer period of time.

Even programs meant for the iPhone can be listed on SingTel's service. However, these are just links which will launch Apple's App Store on the PC or iPhone and customers will have to use their iTunes account to purchase them. This is not an issue for the other smartphone platforms as they all allow applications to be manually installed.

SingTel, like other telcos, already offers application downloads through its operator Home page using most mobile phones. The plan for the App Zone appears to be one of repackaging and expansion because of the increasing importance of third-party apps for handsets. Given the mechanics, it doesn't look like the store will compete directly with the smartphones' app catalogs, but could be a viable alternative for phone users and developers. The App Zone has about 1300 programs now but these cannot be publicly downloaded as the service is currently undergoing internal testing. We will report again on its launch once it is announced by SingTel.