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by Jason Giacchino on February 26, 2010

Seen as a challenge to Apple's dominance in the app market, the Wholesale Applications Community (WAC) plans to create an open platform for delivering mobile applications across various mobile handsets.
While mobile apps have been immensely popular - an astounding $4.2 billion market in 2009 alone of which Apple can lay claim to approximately 99.4 percent!
But with many third-party and off-deck application stores emerging, fragmentation in the app industry is an increasing problem and a confusing issue for consumers supporting smartphones and PDAs other than Apple's.
Mobile subscribers are demanding more options and an easy purchasing process when it comes to apps regardless of which brand they support. The answer, at least as far as the WAC is concerned, would be to create a unified worldwide app store- kind of like the AppStore but for all brands.
As carriers, developers and subscribers consider the transition to a worldwide app store, so too does the need arise for a streamlined, consistent payment mechanism that can make the user experience simple and seamless.
For more info or to follow along on this ambitious venture, click here.
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