Looks like the Apple App Store is not going to be the only one offering applications to mobile users in the future! Together with 24 of the most renowned names in the mobile phone companies, Orange and O2 are looking at joining hands to break the monopoly currently enjoyed by the Apple App Store. The new platform will give mobile users more options in the form of an alternative marketplace, instead of turning only to Apple’s App Store.

If they succeed, the new platform will be even more versatile compared to Apple’s App Store. Why? Because it will cater to owners from a more diverse range of handsets – including the ever popular iPhone! With this, O2, Orange and co. will certainly bring home a tidy sum as a result of share of revenue from third party app developers.

Touted as “The Wholesale Applications Community”, the consortium aims to halt fragmentation of the app industry due to the fact that several app stores have existed across various handsets. The issue currently being discussed is that they need to be well prepared in the eventuality that a user has to perform multiple app downloads when and if new handsets are acquired.

O2, Orange, T-Mobile and Vodafone are only four of the notable names to have joined forces in creating this new app marketplace.

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