Qualcomm will launch its first cross-platform app store with TIM, allowing the Brazilian operator to compete directly with handset-makers that are launching stores of their own.

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TIM, which has 40 million subscribers, will use Qualcomm’s Plaza Retail service, which is similar to Qualcomm’s Brew platform, but differs because it runs across a wide variety of handsets, including Java, Brew, Flash and Android. Qualcomm (NSDQ: QCOM) says support for Windows Mobile, Palm (NSDQ: PALM), Symbian and LiMo are coming soon. By using Plaza Retail, carriers get to manage pricing, licensing, promotions and other attributes of the store. TIM’s app store is expected to launch in the first quarter of 2010, and will be available to users by downloading it their phone from TIM’s portal or via online. In addition, TIM and Qualcomm plan to offer workshops to mobile developers in Brazil next month that will encourage them to develop apps and explain how the business model works.