It's not just the carriers trying to enhance the app store experience and steal a march on Google and Apple.
The independent mobile stores have been overshadowed by the vendor branded offerings, but GetJar remains number two only to Apple App Store, and Android is threatening disruption with its alternative Android shop. Both are looking to set new rules in the apps game.
GetJar has teamed up with games developer Glu Mobile to test a new business model, and believes it can generate revenue from developers who will pay to promote their content, rather than paying license fees to offer free apps.
Carriers have often talked about upturning the revenue chain in this way but GetJar is actually going to try it in the real world.
The GetJar-Glu pilot will give away premium content away for free, in a two-month test that will see GetJar giving away one piece of Glu content for free every two weeks.
“GetJar doesn't need to rely on the revenue from the sale of apps - instead it relies on the sponsored app placements on its site, which allows it to then buy premium content from publishers and distribute this content to consumers for free,” said Ilja Laurs, founder and CEO of the store firm.