A new marketplace intended to help developers distribute their apps more widely and effectively will launch in February.

Apptopia will provide developers with price recommendations for apps and connect them with buyers as well as escrow services, code review, and deal negotiation with Apple and Google on their behalf.

Apptopia co-founders Eliran Sapir and Jonathan Kay – who were involved with the Gmail notification app, GPush – wrote on the company blog that they view apps as complete businesses with revenues, customers, technology and partners rather than just products.

They added that Apptopia is aimed at combating the increasing inefficiency in the mobile app sector, such as the proliferation of similar apps and the lack of business experience from developers.