SOURCE: Orange Silicon Valley

Orange Silicon Valley

September 14, 2011 18:45 ET

Open Mobile Application Directory (OMAD) Debuts at DEMO Fall 2011 Listing Over 700K Apps From All Major Mobile Platforms

SANTA CLARA, CA--(Marketwire - Sep 14, 2011) - Freedom has come to the mobile apps world with the launch of the Open Mobile Application Directory (OMAD) at DEMO Fall 2011 this week. Developers and consumers alike now have a single point of entry to discover mobile apps inside the world's app stores, with a powerful cross-platform search engine that showcases products from the Android community, as well as iOS and RIM. Listings will soon be extended to cover other platforms, bringing into a single search box new capabilities to further drive a market expected to hit $37 billion by 2015 (Canalys).

Created by a team of mobile experts working at Orange Silicon Valley, OMAD is now in open beta and helping developers gain visibility in the marketplace by claiming their app profiles on the platform, adding information that will help consumers find the apps they crave.

"With smartphone purchases up ten percent sequentially, the industry is past the early adopter stage, which translates to a greater need for apps discovery and recommendations," notes Matt Marshall, Executive Producer of DEMO Fall 2011. "This need has driven us to look for better discovery tools, including innovations that benefit developers as well as customers and other ecosystem participants. Open Mobile Applications Directory is an example of how discovery is evolving to address the multi-sided mobile marketplace."

OMAD is aimed squarely at putting app developers in charge of the discovery process, and comes preloaded with hundreds of thousands of listings for apps across all categories. The need for a cross-platform discovery tool is demonstrated by OMAD analytics that show 49.5 percent of this developer community are publishing on at least two platforms, and the average developer has published five apps.

"We have listed your apps in the Open Mobile Application Directory, now we want the developers who built them to claim them," said OMAD Chief Architect Srinivas Chervirala to developers at DEMO 2011. App publishers creating an account on OMAD gain access to the platform's fine-grained discovery and analytics tools.

According to Nielsen, 31 percent of users have a smartphone and have already downloaded an average of 27 mobile applications. The problem of discovery is compounded for these users when they want to switch to a different platform and would like to start off with similar apps on a new platform. The open beta also previews a white-label consumer search utility across platforms that can be adopted by a variety of ecosystem partners, including operators, online stores selling mobile phones and OEMs who want to deliver the app search capability to their customers at the point of sale where they make their purchase decision. OMAD began live testing in field trials late 2010, and today is being evaluated by operators in multiple markets.

The open beta is available at and is free to developers and the public.

About Open Mobile Application Directory
OMAD is a cross-platform search and discovery solution designed to provide app developers with greater control over the visibility of their apps. This is enabled by a combination of software tools (taxonomy and algorithmic) and community tagging to improve app browsing and deliver a powerful search experience. In addition a white-label consumer-facing experience allows greater distribution opportunities for OEMs and operators since it covers most mobile device platforms. The project is funded by Orange Silicon Valley.

About DEMO
Produced by the IDG Enterprise events group, the worldwide DEMO conferences focus on emerging technologies and new products innovations, which are hand selected from across the spectrum of the technology marketplace. The DEMO conferences have earned their reputation for consistently identifying cutting-edge technologies and helping entrepreneurs secure venture funding and establish critical business. For more information on the DEMO conferences, visit

Contact Information

    Pascale Diaine
    Orange Silicon Valley
    650 875 1564
    Email Contact


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