PhonePe Launches Indus Appstore in India, Will Not Charge App Listing Fee for the First Year


PhonePe launched its Android-based mobile app marketplace, Indus Appstore, in India on Wednesday, February 21. The app store was launched by Communications, Electronics and Information Technology Minister Ashwini Vaishnav during a hybrid event. The Walmart-owned fintech firm said its new app is intended to solve the key problem of lack of regional language content in storefront marketplaces. Indus Appstore will be available in English and 12 Indian regional languages. It also comes with features like video-based app search, mobile-based login, and AI-powered app recommendations.

Indus supports Hindi, Kannada, Malayalam, Marathi, Punjabi, Tamil and other regional languages. It comes with a toggle button at the top through which users can switch between languages. The toggle not only changes the language of the content on the interface but also the app name, app trailer and video as well as the app description. PhonePe said that the translation was done on behalf of the company.

Additionally, the platform allows users to search in any of the 12 regional languages ​​to see search results in those languages. PhonePe founder and CEO Sameer Nigam said transliteration into regional languages ​​will also yield results. Android smartphone users can download and install the app here.

The Indus Appstore had 200,000 apps at the time of its launch, the company said. Some of the major apps include Flipkart, Disney+ Hotstar, Myntra, Zomato, Swiggy, Snapchat and more. This number also includes several thousand games where it is heavily focused on. The platform has three major categories of gaming which are Casual Gaming, Heavy Gaming and Real Money Gaming (RMG).

App listing on the developer platform will be free for the first year but after that, an annual fee will be charged. PhonePe also said that the marketplace will not charge any platform fee or commission from developers for in-app payments if a separate payment gateway is used. In contrast, Apple and Google charge 15 percent to 25 percent commission for it and do not allow integration of other payment services.

Additionally, the platform allows users to do mobile number and OTP-based login instead of using email. For app recommendations, the developer platform uses artificial intelligence (AI)-based algorithms and uses location data. There are also some smart features such as smart updates that will allow faster updating to the latest version. The personalized storage management feature will recommend to users rarely used apps that can be put into hibernation (updates will be paused) and apps that are never used and can be deleted.

The corporation also said that app developers will have the option to show advertisements in their apps or not. Those who join will be able to earn commission from the advertising revenue generated.

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