Fixed Mobile Convergence

Preparing to launch its new app store for Android (News - Alert), Verizon invests further into the Android marketplace with VCast Apps. The app store will be another channel for advertising distribution for Verizon as market trends have shown that in-app advertisements are increasingly successful.

VCast Apps already exists in the Android Market with apps created by both the store itself and collaborative partners, but reports suggest that Verizon (News - Alert) is developing a store completely separate from the Android Market allowing more developers to join the club.

Putting the VCast Apps store on Android phones underscores Verizon’s position in the app marketplace. This announcement arrives while app developers are bemoaning the frustrating and poorly organized Google (News - Alert) Android Market. If Verizon creates a more easily navigable interface, developers will be highly keen on adopting it. 

The VCast Apps store will also simplify the billing process as purchases will go directly to users Verizon bills. Verizon will have final say over what kinds of apps arrive in the store, though submission is free. This ruling may ensure a valuable screening process such as Apple’s with apps for the iPhone (News - Alert).

Certain reports mention that this new development of the VCast Apps store is a move by Verizon to undercut Google’s hold on revenue stream from the Android Market. Verizon will receive 30 percent of all the profits with app developers receiving 70.