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Orange Woos Mobile Apps Developers

Orange (NYSE: FTE)'s Orange announced a major revamp to it mobile apps developer program, which the operator hopes will lure more developers to its own Orange App Shop.

Under the new Orange Partner Connect service, the operator is offering a 70/30 revenue share for apps sold in its App Shop. In addition, the operator is offering developers the opportunity to put a portion of their revenue toward marketing services, such as banner ads or promotion campaigns, to increase the visibility of their apps.

The new service also aims to speed and simplify the submission process for App Shop developers by offering a single distribution point from which apps can be bought in any of Orange's markets.

Android apps are being accepted under the new Partner Connect service from this month, and Java and Blackberry apps will be accepted in the first quarter of next year.

Why this matters
Orange is clearly trying to make it easier for developers to submit and sell their applications in the Orange App Shop. Not only has Orange streamlined the submission process, but it also offers quality assurance testing for the apps as well as the ability to monitor apps sales and downloads. The offer of marketing support is also an interesting feature.

With this move, Orange addresses what Pyramid Research has identified as one of the biggest challenges operators face in the mobile apps store market -- that is, winning developer support -- as they attempt to compete with the more established apps stores of smartphone vendors. (See Operators Need Developers for Apps Ambitions .)

For more
For more on operator efforts to woo mobile apps developers, please see these stories:

— Michelle Donegan, European Editor, Light Reading Mobile

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