Qualcomm erects plaza to simplify the multple app store problem

The pitch is straight-forward.

The latest crop of apps stores are all single platform (Apple, Android, RIM, Palm, Nokia Ovi), Qualcomm is going to go broad by building a sort of any-to-any environment, Plaza Retail, supporting all the platforms and therefore providing the biggest market.

First for developers - who are increasingly supporting multiple platforms with almost functionally identical apps or clients - and to provide a coherent shop window for mobile retailers (operators, mostly) who also support a wide range of mobile phone types and need to develop an easy 'shopping experience' for all their users.

According to Qualcomm, because content available in Plaza Retail is not tied to the device, application retailers can offer consumers the benefit of being able to upgrade or change devices without losing their application investment.

“In order to remain competitive and contain costs as complexity increases, operators and device manufacturers will need to deliver more than just an application store,” said Arvin Chander, vice president and general manager of Plaza Retail. “Success in this market will be dictated by delivering mobile retail experiences across multiple platforms."

Plaza Retail consists of three elements:

• Management Centre: a content merchandising system supporting Java, BREW, Flash and BlackBerry, with planned support for Android, Windows Mobile, Palm, Symbian and LiMo. Management Center handles pricing, licensing, packaging, promotions and analytics.
• Connection: an open marketplace that brings retailers, device manufacturers and publishers together.

• Storefront: multi-platform client, Web, or mobile Web (WAP) storefront built on Web standards and a storefront management portal that enables retailers to easily update their store layout and establish a common branding and user experience.