TECHNOLOGY

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TECHNOLOGY

PhonePe to take on Google with app store

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Intensifying battle

PhonePe, India's top UPI payments app backed by Walmart, is set to launch an Android app store, intensifying its competition with Google.

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Hyperlocal app store

PhonePe will launch an app store that offers hyperlocalized services and focus on user acquisition with high-quality advertisements and custom targeting.

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Localized experience

PhonePe's alternative app store will provide a localized experience with support for 12 languages. They are in talks with smartphone vendors in India.

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Favorable timing

PhonePe cited favorable timing due to Google's ongoing legal battles with India's Competition Commission. CCI allowed OEMs to install other app stores.

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Challenging Google

PhonePe's localized experience could challenge Google in the app store space, luring app developers frustrated with Google's billing service.