What Is PhonePe Indus Appstore and How to Make It Work For You

App Store Optimization
Oct 27, 2023

The recent big launch of the new app store, widely marketed as the direct Google Play Market’s competition, has caused quite a stir in the digital world. An ambitious project of an Indian company, initially aimed to enrich the local mobile app market, has captured the attention of Android app creators from all over the world. And today, together with the experts from the leading app marketing agency RadASO, we are going to figure out what this new platform has to offer and how a developer can use it for the maximum benefit.

The main source of contradictions between Google and app developers is rooted in the hefty fees charged for in-app purchases. The conflict has reached the level where the Competition Commission of India got involved, but the problem remains unsolved for many years.

What is the Indus Appstore

The Indus Appstore is the new Android app distribution platform created by the Indian company PhonePe in response to Google’s monopoly on the local app market. The main source of contradictions between Google and app developers is rooted in the hefty fees charged for in-app purchases. The conflict has reached the level where the Competition Commission of India got involved, but the problem remains unsolved for many years.

That is named as the main reason why PhonePe has decided to take it upon itself to create an alternative app store. According to Akash Dongre, one of the company’s co-founders, the main goal is to “provide app developers a credible alternative to the Google Play Store — one that is more localized and offers better app discovery and consumer engagement.”

Attribute
Value
Format
PNG
Color space
Display P3 (wide-gamut color), sRGB (color), or Gray Gamma 2.2 (grayscale).
See Color Management.
Layers
Flattened with no transparency
Resolution
Shape
Square with no rounded corners
Attribute
Value
Format
PNG
Color space
Display P3 (wide-gamut color), sRGB (color), or Gray Gamma 2.2 (grayscale).
See Color Management.
Layers
Flattened with no transparency
Resolution
Shape
Square with no rounded corners
Word
Frequency in service
Qimai(China)*
AppTweak
Mobileaction
Appfollow
课程 (course)
5387 (high)
56 (mid)
5 (low)
34 (mid)
外语 (foreign language)
5699 (high)
35 (mid)
5 (low)
34(mid)
播放 (play)
5496 (high)
35 (mid)
5 (low)
35 (mid)
*Search index in China provided by Qimai and based on multidimensional calculations such as search results, downloads and relatable keywords.
App Store
Google Play
1. Icon impact on user choice
Important, but not more than a video with screenshots, as they take up most of the screen
Icon is displayed with several other icons in search results, and therefore it has the greatest impact on the user's choice
2. Icon localization
1 icon for all locales
Can be localized for each country
3. Screenshots quantity, orientation
From 1 to 10, any orientation
From 2 to 8, any orientation
4. Screenshots the most important are the ones that are visible before you start scrolling
  • Vertical screenshots: 3 are visible
  • Horizontal screenshots: only the first one is visible
  • Vertical screenshots: 4 are visible
  • Horizontal screenshots: only the first one is visible
5. Screenshots size
Large — the content is legible
Much smaller — the captions are quite illegible
6. Video quantity
Up to 3
One video that must be uploaded to YouTube
7. Video orientation
Any orientation
Horizontal orientation prioritized
8. Video autoplay
Plays automatically for 30 seconds without sound
You need to click on it to play
9. Application cover
Displayed on the application and developer pages
There is no cover
10. Graphics update
After release only
Whenever

Who are PhonePe

PhonePe is an Indian company mostly known for developing popular digital payment app based on the Unified Payments Interface (UPI). The PhonePe app can do all that a traditional mobile banking app can do and even more. Their users can transfer money, pay for goods, utilities, rent, insurance, and literally anything and everything else, plus make investments in tax-saving funds, mutual funds, and even digital gold. Nowadays, PhonePe is accepted as a valid payment option by more than 350 million selling spots, both online and offline.

Device or context
Icon size
iPhone
60x60 pt (180x180 px @3x)
60x60 pt (120x120 px @2x)
iPad Pro
83.5x83.5 pt (167x167 px @2x)
iPad, iPad mini
76x76 pt (152x152 px @2x)
App Store
1024x1024 pt (1024x1024 px @1x)
Source language
Target language
How much longer (+) or shorter (–) the text in the target language is
English
French
21.18%
English
Spanish
19.52%
English
Italian
17.91%
English
Deutsch
16.67%
English
Dutch
13.80%
English
Portuguese (Portugal)
14.29%
English
Portuguese (Brazil)
12.96%
English
Polish
9.33%
English
Russian
9.11%
English
Czech
3.70%
English
Arab
–6.25%
English
Japanese
–39.68%
English
Korean
–44.04%
English
Chinese (Simplified)
–61.97%
English
Chinese (Traditional)
–63.80%
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.

Differences from Google Play Store

Unlike Google Play Store, which aims for globalization, PhonePe’s app store is marketed as an ultra-localized solution primarily catering to the needs of Indian users. The store offers 24/7 live chat support in twelve Indian languages. The same goes for app listings, as the developers can choose to present the app in English and the above-mentioned languages.

Another major difference of the Indus Appstore is that it does not charge developers for the first year of app listing. On top of that, the platform won’t charge any fees or commissions for in-app purchases.

On top of that, unlike other platforms, the Indus Appstore offers a set of tools for app promotion and search optimization.

Device
Spotlight icon size
Settings icon size
Notification icon size
iPhone
40x40 pt (120x120 px @3x)
29x29 pt (87x87 px @3x)
38x38 pt (114x114 px @3x)
40x40 pt (80x80 px @2x)
29x29 pt (58x58 px @2x)
38x38 pt (76x76 px @2x)
iPad Pro, iPad, iPad mini
40x40 pt (80x80 px @2x)
29x29 pt (58x58 px @2x)
38x38 pt (76x76 px @2x)
Search term
Translation
SAP* English (U.S.)
SAP* English (U.K.)
truck games
games with trucks
62
39
lorry games
games with trucks
32
jail games
prison games
29
8
prison games
prison games
32
24
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.
App Store
Google Play
What can be tested?
  • Short description
  • Long description
  • Icon
  • Feature graphics
  • Screenshots
  • Videos
  • Screenshots
  • Videos
  • Icon (has to be uploaded to the build*)
Number of simultaneously running tests
5 tests (each test is valid within a single country.

You can choose a default country test (details below): then it will run in all countries where there are no localized graphical or textual materials.
1 test (the test can be immediately extended to all countries where the application is available or opt for specific countries as needed)
The number of test variants that can be tested with the current version in the store
Compared with a maximum of 3 new variants
Can a test be launched while another item is under review?
Yes
No
Mandatory formats for screenshots uploaded to the store
6.5
  • 6.5
  • 5.5
  • 12.9 (if there is an iPad version)
*Build – is a new version of the application. Updating the icon is only possible when updating the application version in the store. In other words, the term "build" refers to a specific version or variant of the application that is ready to be downloaded and installed on the users' devices. It contains all the necessary files and data for users to install and use the application.
More about optimizing graphic elements in the App Store and Google Play can be found in the article 'Graphics in Mobile App Promotion in the App Store and Google Play (ASO) – How to Optimize Graphic Elements.'

Indus Appstore’s pros and cons

As with any other hotshot newcomer, PhonePe’s app store has its benefits and drawbacks. Here is what the experts name among its strongest sides:

  • no platform fee;
  • no commissions for in-app payments;
  • new colossal market with over a billion smartphone users;
  • easy app registration via the official website;
  • 24/7 live tech support;
  • free promotion tools;
  • AI-powered targeting.

The main pain points that may stop a developer from listing the app on the Indus Appstore are:

  • Hyperfocus on the Indian market. The vast majority of paying users in this app are based in India and won’t be interested in foreign service apps like taxi, delivery, or banking.
  • Payment system limitation. India’s favorite online payment method, PhonePe, is rarely accepted by foreign companies. This may create additional difficulties for a developer when the time will come to claim their earnings from the Indus Appstore.

However, many developers are so keen to explore the new market horizons that any setbacks for them are outweighed by the bright perspectives.

Device size or platform
Screenshot size
Requirement
Screenshot source
6.5 inch (iPhone 13 Pro Max, iPhone 12 Pro Max, iPhone 11 Pro Max, iPhone 11, iPhone XS Max, iPhone XR)
1284 x 2778 pixels (portrait)2778 x 1284 pixels (landscape)1242 x 2688 pixels (portrait)2688 x 1242 pixels (landscape)
Required if app runs on iPhone
Upload 6.5-inch screenshots
5.8 inch (iPhone 13 Pro, iPhone 13, iPhone 13 mini, iPhone 12 Pro, iPhone 12, iPhone 12 mini, iPhone 11 Pro, iPhone XS, iPhone X)
1170 x 2532 pixels (portrait)2532 x 1170 pixels (landscape)1125 x 2436 pixels (portrait)2436 x 1125 pixels (landscape)1080 x 2340 (portrait)2340 x 1080 (landscape)
Required if app runs on iPhone and 6.5 inch screenshots are not provided
Default: scaled 6.5-inch screenshotsAlternative: upload 5.8-inch screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
1242 x 2208 pixels (portrait)2208 x 1242 pixels (landscape)
Required if app runs on iPhone
Upload 5.5-inch screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
2048 x 2732 pixels (portrait)2732 x 2048 pixels (landscape)
Required if app runs on iPad
Upload 12.9-inch iPad Pro (3rd generation) screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
2048 x 2732 pixels (portrait)2732 x 2048 pixels (landscape)
Required if app runs on iPad
Upload 12.9-inch iPad Pro (2nd generation) screenshots
Price
Traffic Source (Self Reporting Networks)
Facebook
Google
X (Twitter)
Apple Search Ads
Cohort reports
Impression tracking
Audience segmentation
At extra charge
Custom Dashboards
Custom Reports
At extra charge
Advertisement Cost
DAU/MAU (Stickiness)
Raw Data Export
At extra charge
At extra charge
At extra charge
API Reporting
Search term
Translation
SAP* French
SAP* French (Canada)
soldes
sale
25
5
aubainerie
sale
14
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.

Launch Pad for new developers

Indus Appstore offers the Launch Pad feature primarily to new developers entering the platform for the first time. With the help of this tool, one can get professional help with the app’s localization in all twelve Indian languages. In this way, the new app gets an instant boost in visibility that will convert into better user retaliation and exponential revenue growth.

Along with the textual data, they will also help you translate your short promo videos to feature them in the app store’s special video slots. By doing that, you will provide one more opportunity for your app to be noticed. They even offer you additional tools you can use to create short videos and rich media ads in Indian languages.

Device
Icon size
iPhone
180px × 180px (60pt × 60pt @3x)
120px × 120px (60pt × 60pt @2x)
iPad Pro
167px × 167px (83.5pt × 83.5pt @2x)
iPad, iPad mini
152px × 152px (76pt × 76pt @2x)
App Store
1024px × 1024px (1024pt × 1024pt @1x)
Icon format
PNG
Color models
sRGB or P3 (see "Color Management")
Layouts
Aligned without transparency
Sizes
Shape
Square without rounded corners
All the current requirements for icons are specified in the specification.

Why developers should use it

If you are still unsure whether or not you should take a dive into this new, exciting marketplace, here are some pro arguments that may convince you:

  • The Indian market keeps rapidly growing and shows no signs that it is going to stop development in the foreseeable future.
  • As we have mentioned above, Indus Appstore goes above and beyond to attract new developers. No other app store can offer such beneficial conditions.
  • High-quality user acquisition has never been this fast and easy, thanks to the multilingual app discovery features.
  • Additional free promotions for new app launches and startups. The “Launch Pad” was specifically created to ensure that newcomers have a fair chance to be seen by their potential clients.

In addition, the Indus Appstore will provide Indian clients of all the listed apps with free tech support in their native language, so developers won’t have to worry about translation or mismatching working hours due to the different time zones.

Icon format
32-bit PNG (with alpha channel)
Color models
512 х 512 pixels
Layouts
1024 КБ
Sizes
square, without rounding and shadows (Google automatically rounds the corners and adds shadows)
All the current requirements are specified in the specification.

Of course, PhonePe’s Indus Appstore is not the first Google App Store alternative in the world. We have already witnessed Paytm Mini App Store, Samsung Galaxy Store, GetApps, and Aptoide making attempts on Google’s playground with no significant success. However, if you think your app can benefit from expanding on the Indian market, the Indus Appstore seems to be the most obvious choice. After all, it is free, so you won’t risk losing money, and the time spent on development is always a value-adding investment.

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