PhonePe's Indus AppStore developer platform: A zero-fee challenge to Google for Indian App developers

In a groundbreaking move, PhonePe, the Bengaluru-based fintech backed by Walmart, has unveiled the Indus AppStore Developer Platform. This new platform is set to revolutionise the Indian app development scene, offering an alternative to Google's Play Store, which has long been the dominant force in the market.

PhonePe's Indus AppStore Developer Platform is designed to empower Indian app developers. With over 450 million registered users on its payments app, PhonePe is a major player in the Indian fintech space. Now, they're extending their reach to support the local developer community.

Zero platform fees and no commission

One of the standout features of the Indus AppStore is that PhonePe is offering developers a free listing for the first year, with only a ‘nominal’ cost to follow. In a major departure from industry norms, PhonePe has also committed to not charging any commission on in-app purchases, in stark contrast to Google's 15-30 percent fee.

PhonePe's app store isn't just an alternative; it's tailored to the Indian market. It boasts support for 12 Indian languages, third-party payment providers, and a user-friendly login system centred around phone numbers. This localisation is set to enhance app discovery and consumer engagement for developers.

What an exciting day!
The big unveil of @IndusAppstore - India ka Appstore.

Developers seize this opportunity.
The Developer Platform is live, hurry up and
sign up now ➡️➡️ https://t.co/pdiYup3Daw @_TechSparks @YourStoryCo #IndusAppstore

It's a wrap. pic.twitter.com/zNMVCcuYpX

— PhonePe (@PhonePe) September 23, 2023

Responsive support for developers

Addressing a long-standing concern among Indian developers, PhonePe has established an India-based support team. This move aims to provide timely assistance, in contrast to the delayed responses and U.S. timezone operating hours associated with Google.

The launch of the Indus AppStore Developer Platform couldn't come at a more critical time. Many Indian businesses and startups have expressed frustration with Google's dominant position, given that over 95 percent of Indian smartphones run on the Android OS.

A hopeful alternative

Akash Dongre, co-founder and chief product officer of Indus Appstore, emphasises the importance of providing a credible alternative to Google Play Store for Indian developers. While Apple is making inroads, its market share remains limited, leaving developers with few options.

Indus Appstore hopes to provide app developers a credible alternative to the Google Playstore – one that is more localised and offers better app discovery and consumer engagement

Akash Dongre, co-founder and chief product officer of Indus Appstore

PhonePe is optimistic that regulatory pressure on Google to accept third-party app stores and cater to local needs will yield results. This push includes demands for real-time analytics, in-depth industry trend insights, and competitor evaluations.

India: A key market for Google

For Google, India is a vital overseas market, with significant investment in the past decade. However, the company has faced regulatory challenges, including antitrust fines and required changes to business agreements. These hurdles underscore the need for alternatives like PhonePe's Indus AppStore.

The Indus AppStore is just one of PhonePe's recent expansions. Valued at $12 billion, the fintech startup has ventured into e-commerce and introduced Share. Market, an app enabling users to open trading accounts and invest in stocks, mutual funds, and ETFs.

In short, PhonePe's Indus AppStore Developer Platform offers Indian developers an exciting alternative to Google Play Store, with zero platform fees, no commissions, localised features, and responsive support. As India's app development landscape evolves, PhonePe's initiative could be a game-changer for developers and users alike.