Finnish technology company Blaast has opened an app store aimed at making app usage more affordable for users of mid-range Android devices in emerging markets.

The Blaast platform allows operators to offer tailored data packages that reflect the way customers use their apps. “The idea with tailored data packages is that users can buy data for their favourite apps in a flexible way,” said Blaast CEO and co-founder Joonas Hjelt.

Users may use a music streaming service for a day at a time while wanting to browse Facebook use Whatsapp on a monthly basis. “We can enable users to hand pick data for their apps for any given time,” Hjelt added.

Indonesian number-two XL Axiata has pre-installed the Blaast Android store on its Sony Xperia J smartphones on a US$5 monthly data plan for 20 locally popular apps.

Operators in Malaysia and Bangladesh have previously launched Blaast for feature phones.