The number of applications is far fewer than what's available on, for example, Apple's App Store, which has more than 100,000 apps, or Android Market. But a huge number of applications isn't always a good thing, according to Francois.

"Not all customers are as advanced as the early adopters of Android ... most of them don't need to see 140 weather forecast applications in the application shop. They just need a couple of good ones," said Francois.

Also, for developers and content providers it means they are not lost in a sea of applications, Francois said.

He declined to detail how the revenue will be shared between Orange and third-party developers. Most of the other big stores take 30 percent, leaving the rest to developers.

The App Shop isn't just for owners of smartphones -- the support for Java-enabled phones will bring easy access to applications to the mass market, according to Francois.