Ericsson is to strike out on its own with a new applications service, despite a potential conflict of interest with its mobile phone manufacturing joint venture partner Sony.
Announced at the Mobile World Congress, the eStore will see Ericsson team up with software developer Opera.
The pair are hoping to sell the platform to networks looking to retain customers who might otherwise change allegiance in search of more fully featured app stores elsewhere.
Ericsson and Opera will use the eStore as a blueprint for operators to work with, giving them the chance to buy into a ready-made platform to which they can apply their own branding as required.
A statement from Ericsson disclosed that there are already 30,000 applications integrated into the eStore and said that although many are free, the paid-for apps will be bought using the customer's phone bill.
Hans Vestberg, Chief Executive Officer at Ericsson, said: "[The eStore] will provide operators with an open landscape and an opportunity for them to quickly set up their own app stores.
"The revenue split will follow the traditional model, with Ericsson retaining only a small percentage."