Alternative app stores have emerged as the optimal choice for apps seeking stable growth over time, challenging the dominance of Google and Facebook in the global mobile industry. These alternative platforms provide a new channel for users to discover and download apps, diversifying the ecosystem and offering developers broader opportunities for reaching their target audience.

For Android users, the landscape now extends beyond the ubiquitous Google Play Store, with many smartphone manufacturers introducing their own app stores. Samsung’s Galaxy Store, Huawei’s AppGallery, Xiaomi’s GetApps, Oppo’s App Market, and Vivo’s App Store are just a few examples. Each of these platforms caters to the specific needs and preferences of their respective user bases, offering a curated selection of apps tailored to their devices.

The number of global mobile app downloads annually from 2016 to 2023. Source: Statista

In regions like China, where access to the Google Play Store is restricted, these brand ecosystems have become particularly crucial. With millions of users relying on alternative app stores for their daily app downloads, these platforms have grown exponentially, serving as primary distribution channels for developers worldwide.

Recent statistics underscore the significance of alternative app stores in the global app economy. In 2021 alone, consumers worldwide downloaded a staggering 230 billion apps to their mobile devices, marking a substantial 63% increase from 2016. A significant portion of these downloads originates from alternative app stores, highlighting their growing influence and importance in the market.

Huawei’s AppGallery, for instance, has rapidly expanded its user base, boasting 530 million active users as of March 1, 2021. Designed to replace Google Play Services on Huawei devices, AppGallery offers a seamless experience for users while providing developers with access to a vast and engaged audience. With ambitious plans to penetrate markets traditionally dominated by Google, AppGallery exemplifies the potential of alternative app stores to drive app growth on a global scale.

The monthly active users (MAUs) on Huawei AppGallery from Q1 2019 to Q4 2022. Source: Statista.

Looking ahead, alternative app stores are poised to continue their ascent, offering developers diverse opportunities for app distribution and monetization. As these platforms expand their reach and enhance their offerings, they will undoubtedly play an increasingly pivotal role in shaping the future of the mobile app ecosystem. For developers seeking sustainable growth and broader market reach, embracing alternative app stores is becoming an essential strategy in today’s competitive landscape.

The ambitions of mobile device manufacturers to expand their market reach beyond Southeast Asia are exemplified by several recent developments.

One notable partnership is between Vodafone and Oppo, aimed at bolstering the introduction of Oppo products into the European market. This collaboration underscores Oppo’s strategic push to establish a strong foothold in Europe, tapping into Vodafone’s extensive network and customer base to drive sales and brand awareness.

Similarly, Xiaomi is aggressively expanding its presence across the Asia-Pacific and European regions. The company’s ambitious expansion plans include the opening of numerous stores selling premium products and devices, signaling its commitment to capturing market share in these key territories. Moreover, Xiaomi’s focus on Latin American markets further highlights its global ambitions and determination to penetrate diverse geographical regions.

In addition to market expansion initiatives, mobile device manufacturers are also leveraging high-profile sponsorship deals to enhance their brand visibility and reach. Vivo’s sponsorship of major sporting events like the FIFA World Cup and UEFA European Championship underscores its commitment to establishing a strong presence on a global scale. By associating its brand with prestigious sporting events, Vivo aims to solidify its position in key markets and attract a broader audience base.

These examples underscore the robust growth experienced by mobile device manufacturers, supported by the extensive coverage of alternative app stores. For mobile app marketers, these developments present a wealth of opportunities to leverage the expansive user base of these platforms and reach new customers. By tapping into the growing ecosystem of alternative app stores and aligning their marketing strategies with the expansion plans of device manufacturers, marketers can capitalize on the increasing global presence of these brands and drive app growth on a broader scale.

The advantages of releasing apps on alternative app stores are multifaceted and can significantly bolster a developer’s growth strategy. Here are some of the greatest advantages:

1. Enhanced Discoverability: Alternative app stores offer developers the opportunity to target specific customer segments more effectively. Users within a particular mobile device brand’s ecosystem often exhibit brand loyalty, making them more receptive to advertisements and promotions within that ecosystem. Moreover, manufacturers frequently offer private placements for global advertising distribution, further enhancing discoverability.
2. Broader Distribution Reach: By releasing apps on alternative app stores, developers can extend their reach to a wider audience, leading to a notable increase in organic installs. Some manufacturers focus on serving specific market regions that may not be adequately served by major players like Apple’s App Store or Google’s Play Store, providing developers with access to previously untapped demographics.
3. Campaign Setup: Integration with Mobile Measurement Platforms (MMPs) such as Adjust, Appsflyer, and Singular allows for seamless campaign setup and tracking. This integration enables marketers to monitor various activities, from ad impressions to app installs and post-installation engagement, providing valuable insights into user behavior and the effectiveness of different marketing channels.
4. Fraud-Free Ecosystem: Alternative app stores offer a transparent and entirely fraud-free user acquisition ecosystem. Since there are no intermediaries between the ad budget holder and the mobile device manufacturer, marketers can trust that their advertising spend is being utilized effectively, with full control over ad placement and campaign performance.
5. Cost-Effective Strategy: Releasing apps on alternative app stores can be a cost-effective strategy for user acquisition. Marketers typically enjoy lower costs per install compared to traditional app stores, allowing them to achieve higher user acquisition rates within their budget constraints. This cost-effectiveness makes alternative app stores an attractive option for developers looking to expand globally and reach new demographics and markets.

In conclusion, collaborating with an advertising company specializing in alternative app stores can be instrumental in expanding a developer’s user base. By leveraging the exclusive access to new markets, fraud-free ecosystem, and validation from MMPs, developers can effectively navigate the competitive landscape of the mobile app industry and attract users to their apps. Finding the right advertising partner with expertise in alternative app stores is crucial for maximizing the potential of this growth strategy and achieving marketing goals.