Verizon Wireless, the biggest U.S. mobile operator, said it would open its own mobile phone applications store on March 29.
The venture of Verizon Communications and Vodafone Group Plc said that consumers buying applications from the store would be able to pay for apps through their cellphone bill, making it easier than other app stores where a separate account is needed.
Verizon Wireless is entering a well established market where device makers such as Blackberry maker Research in Motion and companies such as Apple Inc and Google Inc already operate rival app stores for users of Apple's iPhone and phones based on Google's Android software.
Verizon itself sells phones based on Android such as Droid from Motorola Inc. It announced the launch date at the CTIA annual wireless trade show.
(Reporting by Sinead Carew; Editing by Steve Orlofsky)