The goal of this alliance is “to create a wholesale applications ecosystem that — from day one — will establish a simple route to market for developers to deliver the latest innovative applications and services to the widest possible base of customers around the world. In the immediate future the alliance will seek to unite members’ developer communities and create a single, harmonized point of entry to make it easy for developers to join.”

Read more: http://www.cbc.ca/money/story/2010/02/15/wireless-carriers-app-store.html?ref=rss#ixzz0fdEEx1P7

The current system of app stores (iPhone App Store, Google Marketplace, BlackBerry App World, Nokia Ovi World) seems to work well for consumers if you are only ever going to stick to one platform. However, what happens when you want to switch phones? Maybe you have an iPhone today, but tomorrow you want to go with an Android-based phone? Or what if your job gives you a BlackBerry? All of your purchased apps are now stuck on the old platform and there’s no way to bring them over, even if the same app is available on your new phone.

The current system is no friend to developers either. If a developer wants to reach the different platforms, they have to code up as many different versions of their app as there are platforms, often in different languages altogether. Different APIs, different rules, different features, and different platforms all need to be accounted for and supported.

Just about the only group that benefits from segregated markets are the established app stores. Forcing users to double-buy means that they get that extra cut  on the extra sale, however this is a double-edged sword. For an established app store like the iPhone’s, it provides user retention – someone who has spent $100 on apps isn’t likely to switch to another platform and lose access to their apps. For up-and-coming app stores it’s a rather sizeable barrier to entry. Why should a user with $100 invested in the app store switch to the new guy?

The app developers do get some benefit as well, receiving double revenues on double sales, however these aren’t expected to be very high, and if they are putting in quadruple the amount of work to develop and support multiple versions of their app, it’s of little benefit.