Nokia is aiming to be able to offer its customers a user experience to rival the iPhone's App Store, according to Nokia's Nick Malaperiman.
"There's no shame in saying that Apple has done a fantastic job with their user experience and I suppose we aspire to that. They've set the benchmark," said Mr Malaperiman during a speech at the M-Publishing conference which is taking place in London this week.
After shipping 250 million mobile phones with access to the Ovi Store in 2009, Nokia is hoping that its download platform will be able to evolve and match up to those of its main rivals.
Mr Malaperiman said that Nokia customers who have access to the Ovi Store will need to make sure that their price plans accommodate the requirements of mobile downloading, as expensive data charges can be a road block to full use of the service.
It is the free apps on the Ovi Store that are driving interest and the highest number of downloads, according to Mr Malaperiman.
"Games do sell, but if you've got an app maybe it's not going to sell so much - but you can certainly distribute it through some of our channels," he said.
The Ovi Store is set to further evolve, with an integrated relevance engine helping to pick out apps for users based on their previous downloading and browsing habits. The download market will also have some digital rights management systems to help protect the app developers and Nokia itself from piracy.
"We are working on in-app billing to make it very easy to sell additional content. We are working on subscription models as well," explained Mr Malaperiman to Mobile Ent.