When it comes to app stores, in the present rush to catch up with the Apple we can anticipate a fragmented and disjointed experience for user - in the apps which are available to them, in the discovery mechanisms, and where those storefronts actually exist (native, web, side-loading, etc...). It is this year's Wild West gold rush. But nobody knows how far to go yet.

OEMs with limited product lines have control over their platform, and for better or worse, this generally means control over the user experience. But what of the open OS? Device fragmentation? Independent aggregators? How about operators? Instead of thinking how to simply implement the same rule book as Apple created, we should be looking at how to make the app store a different game altogether.

In order to compete and retain user interest in a more competitive market, the next generation of app stores will have to be social, intuitive, and flexible. The user will need recommendations which go beyond the automated Amazon-like systems and embrace social recommendations. The app store must understand the user context - at the same time as finding solutions for device fragmentation, we will be embracing pushed content into niches which will be found through our location, our behaviour, and preferences. The usage, presentation and entry points will move towards seamlessness and flexibility. Application discovery will be a pervasive principle not just in a silo app, but throughout the UI.

Many will get trampled in the rush for their app store, unless they realise that there are a lot more prospects on the horizon.

About MEX MEX is a very different style of conference, dedicated to enhancing the mobile user experience. We bring together 100 of the most creative thinkers in the mobile business and challenge them to create a collaborative response to our 8 point MEX Manifesto through 2 days of workshops and debates. Corporate pitches are outlawed. Instead, you can expect the brightest ideas, most inspiring speakers and best business opportunities, presented in an environment full of light, air, sofas and healthy brain food.