Microsoft’s OneApp aims to be central app store for feature phones in developing countries

Microsoft reinvents app store for non-smart phones

SEATTLE — Microsoft Corp. is giving people with regular cell phones access to the same kinds of programs smart phone owners have embraced.

Microsoft’s OneApp program, announced Monday, is aimed at developing countries where so-called “feature phones” and prepaid systems are prevalent.

The OneApp program lets people pick from programs like Facebook and Twitter. It stores data on servers to avoid taxing the phones’ limited resources.

Most feature phones already can run games and other programs. Many wireless carriers have marketplaces to sell them. But Microsoft says a central store will goose app shopping and data usage in emerging markets.

Microsoft’s first partner for OneApp is Blue Label Telecoms Group of South Africa, which sells prepaid cell phone minutes.