App search company Mimvi has announced a new service that will help search engines, developers, and app store owners increase exposure of apps to customers and maximise revenues as a result.

Mimvi Echo provides a set of proprietary search and relevance technologies that improve the social reach of apps, allowing for better visibility and transactions with the right audience.

It is also said to feature a "pre-built social community comprising tens of millions of active mobile users".

The technology runs on Microsoft’s cloud platform, Windows Azure, and is the first service to be launched following the announcement of a partnership between the two companies.

Mimvi CEO Michael Poutre said the app industry needs to reduce its over reliance on app stores. "Mimvi Echo combines discovery technology with social reach for the benefit of mobile app developers and consumers,” he said.