Orange to open Applications Shop

Orange has announced that it will open its Application Shop with a search facility in a matter of weeks. The shop was first detailed last October.

Speaking at the Partner Camp in Florida, Anna Grundy, Orange Partner Relations said that the online application shop was aimed at 'personal' users - consumer or business - who might want to download applications for personal use. Customers will be able to browse and buy via the web or Wap site on their mobiles.

On the shop site it says:

"Applications range from travel guides and GPS tools to personal productivity products, and will be available across all major platforms - RIM, Symbian (Series 60, UIQ …), Linux, Java and Microsoft."

But Grundy warned developers that it would not be a repository for anything that does not fulfill a clear demand: "I see some applications and say 'wow' but...why? We have to know there is a demand and a need for it."

The three day camp is a clear indication of how much Orange wants to nurture talent and new application development, but talking to developers it is also clear what a struggle it can be getting noticed.

Orange has almost 50,000 partners, but admits it can only spend serious 'face' time with those that are Premium partners, of which there are 2,500.

But a close relationship comes at a price. Orange, not surprisingly values it brand highly (at 6.4 million Euros in fact) and as a result is keen that applications conform to a strict look and feel.

In a design session at the camp developers were warned to stay flexible during the development phase to avoid not being able to make moderations to screen flows and 'user journeys' to Orange guidelines.

Not surprisingly the actual number of applications that make it to market is tiny compared to the huge level of interest. Anna Grundy would not put an exact figure on it but summed it up: "A small percentage of the partners submit products for evaluation; and it's only a small percentage of those that are premium partners."

But sometimes it does work the other way around, with Orange hearing about a customer requirement and emailing it to partners who then put forward proposals.

But such a get-together is also a chance for partners to get rare face-time with Orange experts and the Orange partners through a high-tech version of speed dating which I sat in on today.

Companies pitching were given only two minutes to pitch their idea at six different tables of experts. Some of those listening have serious money to spend, so this was no idle exercise. Pitches were also rated so that feedback could be given later.

Footnote: I am hoping to interview Steve Glagow, director of Orange Partner, tomorrow, but in the meantime here's what he told SymbianOne a week ago. In summary:

• A key focus this year is on populating Application Shop
• Orange is looking particularly for applications that are 'specific and accessible' to the broad base
• Partner Camp helps deliver 70-90 new applications