How PhonePe is taking on Google with its own app store platform for Android developer

– PhonePe launched the Indus AppStore Developer Platform on Saturday, September 23, 2023.

– The platform promises zero platform fee and no commission on in-app purchases for developers.

– The platform also features support for third-party payment providers, 12 Indian languages, and a phone number login system.

– PhonePe has partnered with phonemakers for distribution of the app store.

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– PhonePe leads the UPI-based payments market in India with over 450 million registered users on its payments app.

– PhonePe acquired IndusOS in 2021 and has been working on the app store for years.

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– PhonePe aims to provide a credible alternative to the Google Playstore, which runs on over 95% of all smartphones in India.

– PhonePe is optimistic that the Indian watchdog will make Google accept third-party app stores and features pertinent to local needs.

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– Google has faced criticism and regulatory intervention in India over its business practices and policies.

– Google has deployed over $10 billion in India in the past decade as it seeks to find new growth markets outside of the U.S.