RCom has selected Ericsson’s eStore platform for its new application store, Reliance App World. To meet the tremendous potential in the applications market, Reliance App World will provide a host of applications and services to subscribers. It aims to help increase consumer delight and reduce subscriber churn by providing a relevant mix of free and paid applications. Reliance App World will allow micro-billing of applications to suit everyone’s spending power. The application store will come with a host of features including multiple downloads, user rating of applications and easy search options and it will support all major handsets. Combined with a micro-billing feature, this will open for applications to a much wider base of subscribers. Reliance App World will have a mix of international and India-specific applications. The applications will not only include games, but will also extend across various categories such as lifestyle, business, utilities, productivity, travel, finance and more to suit all age groups. The application store will also host a number of applications unique to Reliance subscribers. Prashant Gokarn, head, 3G, Reliance Communications, said, “Reliance App World is an endeavor to increase consumer delight by providing a mix of entertainment and utility services to our subscribers. Ericsson’s expertise and quality services are valuable to us for setting up a successful business in the application space.” “We are extremely happy to partner with Reliance to provide end-to-end services on the Reliance Application Store. As part of that initiative, we have set up an in-house device testing team to provide a differentiated service offering, ensuring the same experience across different devices,” stated Fredrik Jejdling, Head of Engagement Practices, Ericsson India. Under the agreement with Reliance, Ericsson will be responsible for providing end-to-end services including Business Operations using the Software as a Service business model. It will provide services that are relevant to the consumers, while helping Reliance drive the data traffic in its network and increase its revenues. With the Ericsson Developer Program, Reliance will benefit from an ability to reach out to a community of application developers, focused on providing applications that cater specifically to their audiences.