WIRELESS AND MOBILE NEWS

Mplayit  unveiled its "playable" app store not on the web, but on Facebook. The social networking will help to build mobile app discovery among consumers in a way that can potentially challenge the App Store.

Mplayit introduces "playable discovery" for the iPhone today in its new Facebook app store and said it would add Android and Blackberry in the coming months.

Rather than hunting and pecking for reviews and top lists, the Facebook page shows real "apptivity" that is going on in app stores so users can see which apps are receiving the most downloads, reviews and plays. In coming weeks, mobile users will also be able to see the "apptivity" within their social network so they can clearly see which apps their friends and family are most interested in. Integrating the "playable discovery" experience within a mobile users social network is a powerful combination that could alter discovery and interaction in the face of skyrocketing numbers of mobile applications.
"Mplayit is not yet another iPhone app designed to simply reshuffle an already existing app store," said Michael Powers, Founder and CEO of MPlayit. "Instead Mplayit brings playable discovery to the web browser on your desktop and mobile device. The result is a much deeper and more enjoyable trial and share experience than can be accomplished on the mobile device alone."

The solution goes beyond just rankings and lists to offer a richer discovery experience by providing thousands of videos and simulations, so that users can see just exactly how apps or games will perform on their iPhone.

This same playable discovery experience is deeply integrated into the social networking experience. Users can link to simulations and videos of their favorite games directly on their social networking pages. And mobile users can easily share with Facebook Friends or Twitter Followers their own rankings, ratings reviews and favorites.

"The mobile content experience has become an ever increasing part of our social interactions but until now that experience hasn't really been integrated into the social graph," Powers said.

The company already helps major network operators and publishersoffer playable discovery for feature phone games and apps and has hosted more than 15 million game plays since opening that portion of its site earlier this year.

Mplayit expects to add playable discovery for Android, BlackBerry and other leading, smartphone platforms in the coming months, eventually offering mobile consumers the only one-stop mobile apps megastore for purchasing content for any mobile device.

About Mplayit

Mplayit is the leading global provider for online discovery and social merchandising of mobile games and applications. The company's proprietary software solutions enable mobile content providers to better merchandise, market, and interact with a targeted user audience of mobile consumers.