The landscape of mobile apps and their download numbers has undergone a significant transformation in recent years. The proliferation of mobile OEMs from both a hardware and software standpoint, coupled with the ease and availability of mobile networks and internet access, has led to global app downloads coming in at just a hair under 300 billion in 2023.  According to a report from IndoTelko, a staggering 204 billion apps were downloaded globally in 2019. That number has gone up by almost 100 billion in 4 short years, and there are no signs of this trend slowing down. This surge in app downloads has been accompanied by intensifying competition in mainstream app stores like Apple’s App Store and Google Play Store, leading to a growing interest in alternative app stores.

Robert Wildner, CEO and co-founder of AVOW points out that mobile OEMs are creating their own app stores, opening new avenues for marketers to reach previously inaccessible audiences. These alternative platforms are not just about diversifying the app market but also about offering targeted audience reach at competitive prices. In an app market as large as Turkiye where mobile app revenue reached over US$910 million in 2023, there is much room and potential for alternative app stores to not just take hold, but to be the default app distribution providers moving forward.

The Rise of Alternative App Stores

Among the most notable alternative app stores gaining traction are:

Huawei AppGallery 

As one of the first alternative app stores amongst mobile OEMs, Huawei’s AppGallery is making waves. It caters to over 580 million monthly active users (MAUs) globally, with the platform boasting over 3.4 million apps. Developers are also flocking to Huawei AppGallery in droves, with 6.4 million registered developers on Huawei’s platform. As the fourth largest mobile brand in Turkiye, the platform has seen continuous innovation and improvements, with 2023 seeing the launch of Huawei’s Quick App. This is a lightweight app format that allows users to access them without the need to download the app. Since its introduction, this feature has been tremendously successful, with over 170 million MAUs using Quick App.

Xiaomi GetApps

Founded in 2010, Xiaomi has quickly ascended as a global brand, even making it to Forbes’ Fortune Global 500 list in 2020. Ranked as the 3rd largest mobile OEM globally in 2023 and the third largest mobile brand in Turkiye, the company’s GetApps platform is a testament to its growth, serving over 582 million monthly active smartphone users. While Xiaomi phones and products are available in over 220 countries, GetApps is available in 59 regions, with plans to expand into over 100 regions in the coming year. Xiaomi GetApps is not only very popular, but is also trustworthy as the platform reviews and tests apps before releasing them, giving users peace of mind and an additional layer of security. 

One stand-out feature of Xiaomi GetApps is their Earn Money feature. This feature provides users with an opportunity to earn rewards, such as Mi Tokens, through various activities such as downloading and installing apps, watching promotional videos, and inviting friends to use the GetApps app. The accumulated Mi Tokens can be redeemed for various rewards, including gift cards, vouchers, and cash. This feature offers a fun and cost-free way for users to earn rewards by engaging in activities that are commonly done on smartphones.

OPPO App Market

As the fourth largest mobile OEM in the world and the fifth largest mobile brand in Turkiye,  consumer electronics giant OPPO has expanded its reach to over 60 markets, with its App Market being utilized by more than 600 million monthly active users. The platform offers a variety of advanced advertising formats and caters to a wide range of consumers through its diverse device offerings. Oppo App Market also boasts a thorough app review process, with guidelines to ensure both app and user safety, as well as protections for underaged users against gambling and other unsavory content.

Vivo V-App Store

With a strong focus on markets like India and Southeast Asia, the Vivo V-App store boasts over 1.3 billion monthly active users and 22 million daily active users, with users downloading over 23 million apps daily from the V-App Store. With a portfolio of over 4 million apps that is constantly growing, its targeted advertising capabilities make it a strong contender in the alternative app store market.

Transsion Palm Store

Transsion, the parent company behind mobile brands such as itel, Tecno, and Infinix, is popular in emerging markets and has a stranglehold of the African mobile phone market, accounting for close to 50% of all mobile phones in the continent. The Transsion Palm Store, which can be found in all phones under Transsion’s various sub-brands, boasts over 130 million MAUs. Available in over 70 countries, Transsion Palm Store is emerging as one of the top alternative app stores. With Transsion now the 5th largest smartphone maker in the world and also the sixth-largest mobile brand in Turkiye. their brand can only go up from here. 

The Marketing Edge of Alternative App Stores

The emergence of these alternative app stores is not just a diversification of platforms but also a strategic marketing move. Robert notes that these platforms can help marketers target uncharted audiences through user acquisition campaigns, enhancing overall app growth. While setting up these alternative stores may be more complex than the conventional App Store and Google Play Store, the benefits, such as:  

• lower cost-per-installation and;
• reduced risk of fraud, 

make it a worthwhile endeavor. Furthermore, with the right mobile OEM specialists on board, all these complexities are negated as you need only one company to deal with all the different mobile OEMs and campaigns for you. 

Moreover, mobile OEMs offer a unique advantage in terms of marketing and user acquisition. Their close connection with device users and the absence of middlemen in the advertising process ensures a more direct and effective marketing strategy.

The Future of App Marketing

AVOW’s partnership with various OEMs around the world is a clear indication of the shift towards alternative app stores. These partnerships enable clients to leverage the unique advantages of these platforms, including targeted audience reach and efficient campaign tracking.

The landscape of mobile app marketing is evolving rapidly, and marketers are advised to stay abreast of these changes. As Robert Wildner concludes, embracing alternative app stores not only opens up new revenue streams but also paves the way for reaching audiences that are yet untapped by conventional social networks, search features, or SDK networks. The future of app marketing lies in recognizing and harnessing the potential of these emerging platforms.