Ericsson today is introducing eStore, a applications market that carriers can easily set up and offer free and paid apps to any mobile phone. The store will open with 30,000 apps, some free and some paid. the latter apps can be billed via a prepaid card or through the user's phone bill. The eStore will offer content for thousands of different brands and models of handsets, and the apps will be continuously verified for the top feature and smartphones on the market. Jan Wäreby, Senior Vice President and Head of Business Unit Multimedia, Ericsson, says, "Our eStore makes it possible for the user to access a wide collectionof applications from any mobile phone of choice. At the same time this also provides an opportunity for operators toincrease their revenue." Ericsson partnered with Opera Software ASA to help the eStore work across different devices. For developers, the eStore will allow them to reach a larger number of potential purchasers across a variety of platforms.