HTC to launch own app store?

Financial Times is reporting today that, according to “two people with knowledge of the situation,” HTC is hiring people to develop an exclusive online store for mobile devices that will include e-books, magazines, and applications. The team, which is said to be starting as a small group in Taiwan will eventually expand to employ 100 people from around the globe.

As FT recalls, HTC’s Peter Chou has previously discounted the need for a dedicated app store, but has also spoken about greater differentiation of HTC’s Sense from other flavors of Android. This new shop is likely tied to the new and HTC’s Hub app. No OEM has reworked Android into a distinct entity as thoroughly and successfully as HTC. Does an application and content store mean greater brand identity and differentiation, or just more fragmentation?

Via Unwired View