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Edition: U.S. Article Comments (0) Save Email Print Reprints Most Popular Most Shared UPDATE 1-Obama warns of 'misguided' immigration efforts 23 Apr 2010 South Korea raises warship, finds clues on sinking | Video 11:32am EDT Police barred from penis enlargement 23 Apr 2010 Potentially deadly fungus spreading in U.S. and Canada 22 Apr 2010 North Korea torpedoed South's navy ship: report 22 Apr 2010 Biggest study on cellphone health effects launched 22 Apr 2010 Thai PM rejects protesters' peace offer | Video 12:36pm EDT Obama says auto bailouts have paid off 11:03am EDT Goldman CEO lauded profit from subprime shorts 1:52pm EDT U.S. to WellPoint: Stop dropping breast cancer patients 23 Apr 2010 Police barred from penis enlargement 23 Apr 2010 Potentially deadly fungus spreading in U.S. and Canada 22 Apr 2010 U.S. to WellPoint: Stop dropping breast cancer patients 23 Apr 2010 Britons believe the hills are alive with haggis 23 Apr 2010 U.S. students suffering from Internet addiction: study 23 Apr 2010 UPDATE 1-Obama warns of 'misguided' immigration efforts 23 Apr 2010 Obama calls 1915 Armenia massacre an atrocity | Video 2:46pm EDT Euro assets risk losing long-term friends 23 Apr 2010 Biggest study on cellphone health effects launched 22 Apr 2010 South Korea raises warship, finds clues on sinking | Video 11:32am EDT Pictures Tech watch A recent sampling of our best pictures from the world of science and technology. Slideshow Multiplatform app stores reach beyond smart phones Antony Bruno Sat Apr 24, 2010 12:49pm EDT Related News UPDATE 4-IPhone lifts AT&T, but exclusivity a question Wed, Apr 21 2010 Twitter snags over 100 million users, eyes money-making Wed, Apr 14 2010 UPDATE 3-Twitter snags over 100 mln users, eyes money-making Wed, Apr 14 2010 List of possible Palm suitors grows, led by Asians Tue, Apr 13 2010 Palm hires advisers, explores options: source Mon, Apr 12 2010 DENVER (Billboard) - Offering 150,000-plus apps that have been downloaded more than 2 billion times, Apple's App Store is far and away the leading source of mobile applications driving today's mobile entertainment market. ipad | Technology | Media But who is No. 2? A little-known startup called GetJar, founded in 2004 in Lithuania. Now based in San Mateo, Calif., the company has 68,000 free apps that have been downloaded about 900 million times, and it's planning to launch a paid app system around midyear. By way of comparison, Google's Android Market has close to 50,000 apps with about 40 million downloads, while BlackBerry has slightly more than 6,000 apps. (Download figures aren't available.) Unlike those app vendors, which are each dedicated to a single mobile operating system, GetJar distributes apps for multiple platforms and devices. That's what makes it interesting for artists and labels as they look to maximize their reach among mobile consumers. While many players in the music business are content with creating apps for the iPhone, the fact remains that many consumers don't own one. Independent app stores like GetJar make it easier to reach other mobile subscribers by aggregating apps for different phones at one location, saving companies the trouble of creating different marketing efforts for multiple devices. When GetJar customers select an app to download, the site automatically detects the type of handset they're using. If the app is compatible with the handset, GetJar serves up the appropriate version of the app, whether it's for a BlackBerry, a Nokia phone or an Android-based handset. For iPhone users, it redirects them to the Apple iPhone App Store for downloads. "We're the Walmart of app stores," GetJar chief marketing officer Patrick Mork says. GetJar isn't alone. It's merely the largest among a slew of independent app stores that include Handango, acquired earlier this year by PocketGear; Handmark; AppBoy; and Mogango. What makes them particularly compelling is that they offer apps for devices other than smart phones. Called "feature phones" by the mobile industry, these devices contain Web browsers and multimedia capabilities but don't have the same screen size, processing power or custom operating systems that are the hallmarks of the smart-phone category. In fourth-quarter 2009, only 21% of U.S. wireless subscribers were using a smart phone like an iPhone or a BlackBerry. While that's up 14% from the same period a year earlier, according to a recent report by Roger Entner, senior VP in the telecom practice at Nielsen, it still means 79% of available phones today are feature phones. About 60% of the apps downloaded from GetJar are for these types of phones. If a participating developer doesn't have an app than can run on a GetJar user's phone, the service instead provides a downloadable shortcut to the mobile Web version of the app through the feature phone's browser. App developers are mindful of the fact that many consumers using entertainment apps are replacing their feature phones with smart phones. A recent comScore study tracking mobile gaming use found that U.S. mobile users with feature phones played mobile games 35% less last year than the year before, while mobile gaming on smart phones increased 60% during the same period, credited primarily to the fact that mobile gamers were shifting to smart phones. And thanks to falling prices and the expanding capabilities of the devices, Entner projects 51% of U.S. wireless subscribers will be using smart phones in third-quarter 2011. But that means feature phones will still make up about half of the U.S. market in two years -- and will retain a greater presence in emerging international markets. For developers that focus on a single platform, such as the iPhone, GetJar isn't a top-of-mind outlet. Still, it's proved effective for app developers looking to maximize their reach. Mobile instant messaging app Nimbuzz, which was one of the first apps available on GetJar when it launched, credits the service for more than 30 million downloads. GetJar provides app developers with an additional distribution channel at little to no cost. It charges nothing to post an app, and developers can bid auction-style to have their app promoted on GetJar's home page. As walled-garden app stores like Apple's App Store and the Android Market get more crowded, independent aggregators like GetJar could become more valuable to artists and labels that are trying to reach mobile consumers. ipad Technology Media Add a Comment *We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language or appear to be spam and review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. More from Reuters Microsoft, Google eye Arabic web growth potential CAIRO (Reuters) - The further integration of Arabic language capabilities in internet and other technological architecture will grant millions access to the digital world, Microsoft and Google executives said. Multiplatform app stores reach beyond smart phones U.S. students suffering from Internet addiction: study Lenovo emerges as leading candidate for Palm: sources Big expectations for RIM at BlackBerry trade show Privacy chiefs keep watch over Facebook | Video » More Top News Euro risks losing friends Now that Greece has hit the "help" button, spooked investors may pull money out of the euro zone, putting the euro's status as a key reserve currency at risk. Full Article Greece tensions to take center stage Debt quicksand is all around Global Markets Commentary: Does the SEC have a case? Frustration with Wall Street shouldn't be confused with the strength of the SEC's case against Goldman Sachs, writes legal expert Charles K. Whitehead. Commentary Felix Salmon: Goldman’s biggest lie Buffett mum on Goldman Goldman Sachs © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Analyst Research Mobile Newsletters RSS Podcasts Widgets Your View Labs Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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