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MWC 2011: IBM aims to ease app store creation

IBM's partnership with the WAC produces a "white label" mobile app store.

App store

IBM has formed an agreement with a global alliance of telecoms firms to make building app stores simple and fast.

The partnership with the Wholesale Applications Community (WAC), a body which includes board members from the likes of Orange and Vodafone, has produced a cloud-based "white label" mobile app store.

Built on IBM's WebSphere Commerce customer interaction platform, the store front provides mobile operators with a virtual space they can populate with apps.

The IBM software allows store owners to set up automatic discount offers based on customer preferences and buying behaviour, whilst also enabling targeted advertising campaigns for a more tailored experience for the end user.

The store front is available to WAC members through a cloud-based service and also offers access to WAC's wholesale application warehouse.

WAC has a catalogue of over 12,000 applications, all of which are automatically included in the white label store.

"The intersection of cloud computing, IBM's expertise in building rich portals with integrated commerce, merchandising and promotions, combined with WAC's extensive set of global applications creates a tremendous opportunity for mobile operators to expand and grow their business," said Scott Stainken, general manager, IBM global telecommunications industry.

"The cloud-based, white label application storefront developed by IBM will be invaluable to those operators who wish to quickly and effectively launch their own WAC-enabled storefront," added Peters Suh, chief executive (CEO) of WAC.

Read on for our look at the potential security threats that come with app stores.

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