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Phone Pe plans to compete with Google by launching an Android App Store in India.

PhonePe challenges Google’s dominance in Indian app store market.

HIGHLIGHTS

  • With the introduction of its own app store for Android customers, Indian finance behemoth Phone Pe, supported by Walmart, plans to challenge Google’s hegemony in the Indian app store industry.
  • Following the acquisition of app store creator IndusOS, which provided services to clients through alliances with smartphone OEMs, Phone Pe has entered the app store industry.
  • This decision is crucial since Phone Pe’s arrival into the market might threaten Google’s hegemony. Google now controls 97% of the Indian app store market.

With the introduction of its own app store for Android customers, Indian finance behemoth Phone Pe, supported by Walmart, plans to challenge Google’s hegemony in the Indian app store industry. Following the acquisition of app store creator IndusOS, which provided services to clients through alliances with smartphone OEMs, Phone Pe has entered the app store industry. The app store would provide hyper-localized services based on consumer context, support for 12 languages, round-the-clock live chat, and a “premiere experience” for users with premium advertising and targeted marketing.

The app store is a component of Phone Pe’s ongoing investment round this year, which has so far garnered $750 million from General Atlantic, Walmart, and Tiger Global, among others. According to a Tech Crunch article, Phone Pe believes that customers are hesitant to download many apps on their phones. The business acknowledged that it has several talks going on with Indian phone manufacturers and that it intends to go live on all Android OEMs within the first few months of launch.

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This move is significant because Google commands 97% of the Indian app store market, and Phone Pe’s entry into the market could challenge Google’s dominance. The timing is also favourable for Phone Pe, as a recent order from the Indian antitrust watchdog Competition Commission of India paves the way for other developers to build and launch their app stores on Google Play. Phone Pe sees an opportunity to build an alternative app store that is more localised, not just from a language perspective but also from a discovery and consumer interest perspective.

This most recent product push comes after Phone Pe’s recent foray into the e-commerce space and is just another illustration of the business’s continued efforts to broaden the scope of its offerings beyond mobile payments. Phone Pe, one of India’s most successful fintech businesses, is well-positioned to compete with Google’s monopoly in the app store industry, and its app store may offer a much-needed substitute for Indian customers searching for more regionalized offerings.

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Written by Shallu Srivastav

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