In 2023, 257 million[1] mobile apps were downloaded across the world, with revenue projections soaring to over US $613 billion[1] by 2025. As an app marketer or developer, clearly there’s a bounty of opportunities awaiting. But how can you crack this case and secure your share of the prize?

Traditional app stores have undeniably democratised app distribution, providing developers with global reach and users with trusted platforms for downloading apps. However, these stores also bring forth several drawbacks that can hinder app discovery, user acquisition, and overall growth.

Why You Need to Look Beyond Mainstream App Stores

  1. Discovery Challenges: With millions of apps competing for visibility, standing out in these crowded marketplaces is increasingly difficult without substantial marketing budgets.
  2. Revenue Share: Both stores take a significant cut of app revenues, impacting profitability for developers, especially smaller ones.
  3. Policy Restrictions: Stringent guidelines and review processes can lead to app rejections or delays, limiting developers’ flexibility and creativity.

The Rise of OEM and Alternative App Stores

Amidst these challenges, the past decade has witnessed a notable shift occurring with smartphone manufacturers and alternative app stores gaining prominence. OEMs such as Samsung, Huawei, Xiaomi, vivo, OPPO, and more have established their own app ecosystems tailored to their devices. These platforms offer developers new avenues for distribution and monetisation, addressing some of the limitations posed by major app stores.

The Benefits of Alternative App Stores

  1. Targeted Audiences: OEM app stores allow developers to reach specific demographics aligned with a particular device or region, enhancing targeting precision.
  2. Less Competition: Compared to the mainstream stores, competition is less fierce, providing better chances for apps to gain visibility.
  3. Better Revenue Opportunities: OEMs like Huawei and Xiaomi among others, offer more favourable revenue-sharing models or incentives to attract developers, potentially increasing profitability.
  4. Lower User Acquisition Cost: Alternative OEM stores offer better exposure to acquire users at a lower cost-per-install (CPI)

Understanding Top Alternative App Stores

  • Samsung’s Galaxy Store: Available in over 180 countries, the Samsung Galaxy Store is one of the biggest app distribution platforms in the world, known for its curated selection of apps optimised for Samsung devices, spanning from utilities to games.
  • Xiaomi’s GetApps: As the third-largest smartphone manufacturer in the world, Xiaomi’s GetApps has a monthly active user base of 260 million users across 100 markets[3] around the world, helping developers grow and marketers to acquire users.
  • Huawei’s AppGallery: With over 580 million Monthly Active Users (MAUs) worldwide[4], the AppGallery is Huawei’s gateway to global and local apps, integrating localised content and ensuring stringent security standards.
  • vivo’s V-Appstore: Catering to vivo users, the V-Appstore offers marketers access to over 140 million MAUs[3].
  • OPPO App Market: With over 600 million ColorOS users around the world, OPPO’s growing marketplace fosters a community-centric approach to app discovery and development.

The Need for a Unified Solution

Despite the advantages, the proliferation of OEM and alternative app stores has led to a fragmented ecosystem. For marketers and developers looking to leverage these stores to increase installs, there remains an absence of a standardised approach. The challenge of effectively managing numerous distribution channels while ensuring consistent performance across diverse platforms stretches them thin.

VEVE: Empowering App Marketers Across Alternative App Stores

Amidst these developments, VEVE has emerged as a trusted partner for app marketers navigating the landscape of alternative OEM app stores, as a Key Partner for top OEMs like Samsung, Apple, Huawei, Xiaomi, OPPO, vivo, and more. Over the years, VEVE has seamlessly collaborated with leading OEM app stores to drive successful outcomes for thousands of app marketers.

By leveraging VEVE’s expertise and strategic partnerships, app marketers can take advantage of:

  • Effective Distribution: Reach audiences across multiple regions, platforms, and app stores efficiently.
  • Fully Managed Services: Enjoy end-to-end support and top-notch client servicing with our dedicated success teams.
  • Acquire Incremental Users: Drive new user acquisition beyond the traditional channels of the Google Play Store and the Apple App Store.
  • Optimisation on Soft and Hard KPIs: Our ML-backed optimisation ensures the best possible performance for your app.
  • Ensure Compliance: Navigate diverse store guidelines and regulations seamlessly, ensuring app approval and compliance.

In conclusion, as the app ecosystem evolves, embracing the fast-growing OEM and alternate app stores presents significant opportunities for marketers. VEVE stands at the forefront, bridging the gap between developers and these emerging distribution channels, driving installs and outcomes through innovation in mobile app marketing. Join us on this thrilling case of app distribution as we unlock new avenues for success in the ever-expanding universe of apps.

[1] Statista, Number of mobile app downloads worldwide from 2016 to 2023
[2] Friflex, The Stores Review: From the App Store to GetApps
[3] South China Morning Post, Xiaomi’s internet business sees rapid growth in overseas markets with its growing suite of services
[4] Statista, Number of monthly active users of Huawei AppGallery from 1st quarter 2019 to 4th quarter 2023*
[5] Vivo | Developers
[6] Oppo | About

Expand your horizons beyond traditional app stores with VEVE and unlock new opportunities for your app to thrive. Fill the form below to get started!

Published by Meenal Agarwal