Mobile phone users could soon find they are given the opportunity to download an increasing number of applications, if a scheme is successful.

The Wholesale Applications Community hopes to create a service to build and publish apps to users of all devices.

It hopes businesses will be able to start making use of the community by February 2011.

However, with the success of the Apple iPhone consumers may only be keen to use the platform if it is easy to use.

“The new platform has to be that easy to buy, download and install apps, [because] if it is too difficult, or too time consuming, people won’t bother,” said Neil McHugh, co-founder of

He added the apps will also need to be of a good standard because if they are not people will stop using them.

According to ABI research the smartphone market is set to peak in 2013, with just under seven billion users.

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