• by Mark Walsh  @markfwal, July 15, 2009

A new report suggests the huge number of applications offered through Apple's App Store is swelled by "bulk apps" -- template-based apps which have the same price and look and feel but different content. The study by Boston-based Skyhook Wireless found that the release of bulk apps caused a spike in the number of location-based services apps for the iPhone in the first half of 2009. Skyhook, a location technology developer, estimates about one third of the 2,800 location apps in the App Store are mass-produced local search or travel guide apps.

One developer, for instance, Molinker Inc., sells over 850 travel apps based on the same template, but switches out content based on specific locations like Paris or Costa Rica, according to the Skyhook study. Travel guide company FidesReef sells 480.

"The release of Bulk Apps is a monetization strategy. These developers aim to sell many apps at low price points and low volumes, rather than millions of downloads of one killer app," said Kate Imbach, director of marketing and developer programs at Skyhook, in a statement. "Creating a catalog of Bulk Apps is another new and unproven marketing method for mobile apps."

Citing the more than 50,000 (now 65,000) iPhone apps, Skyhook in announcing its findings said that total has often been referenced to highlight the tremendous growth of the App Store. "But, it is important to understand that bulk apps make up much of this volume." However, the study doesn't provide an estimate of what proportion of iPhone apps overall bulk apps constitute.

Among competing app storefronts, the report found that Nokia's Ovi Store has the smallest ratio of location apps, at 2%. "This is surprising considering Nokia's demonstrated interest and massive financial commitment to the location space, including the $8.1 billion acquisition of Navteq," according to Skyhook. Navteq is the biggest maker of maps used in car-navigation devices.

Launched in May, the Ovi Store suffered a number of well-publicized technical glitches which marred its opening.