iOS and Android Enter the Multi-Store Era: How Japan's Smartphone Act Reshapes Store Strategy

On December 18, 2025, Japan’s Mobile Software Competition Act (MSCA) came into full effect. The mobile market has moved dramatically from a monopoly in which the “official store was the only option” to a “multi-store model” in which users can freely choose among multiple stores.

This article explains the store strategy that app publishers and marketers need to know from here on.

For an overview of the MSCA and its main impact on the Japanese market, see How App Marketing Changes Under the Smartphone Act: The “New Normal” Marketers Need to Know.

Background and Purpose of “Opening Up App Stores”

“Opening up app stores” means requiring OS providers (Apple and Google) to allow app stores operated by companies other than themselves to be set up and run.

Until now, app distribution has operated under monopolistic rules: strict review by the official store and a commission of up to 30% of sales (including payment processing fees). The legislation was prompted by a judgment that this structure suppresses market competition, keeping service prices high and stalling innovation.

Changes on Android: From “Formal Freedom” to “Real Freedom”

On iOS, no distribution route other than the App Store has ever existed. Android, by contrast, has long allowed other stores besides Google Play to be set up. The MSCA, however, fundamentally fixes the lack of freedom that Android had.

Until now, using a store other than Google Play on Android required granting permission deep in the OS settings (approving “Install unknown apps”), and the installation process typically showed excessive warnings that stoked users’ anxiety.

With the Act in force, this behavior is corrected as follows.

• Choice of default store: In a device’s initial setup, users can select a store other than Google Play as their “default store”.
• Restrictions on unfair warnings: Wording that excessively stokes user anxiety when using anything other than Google Play is prohibited.
• Full opening of payments: In categories such as games, where Google’s payment system was previously mandatory, independent payment methods are now officially permitted.

Examples: The Rise of “Multiple Stores” and “Enterprise-Only Stores”

From now on, the question is not “App Store or Google Play?” but how to manage your distribution portfolio to fit your target audience.

• Stores that leverage loyalty-point ecosystems: Expect the rise of stores that bundle apps within the loyalty-point ecosystems of Japanese mobile carriers and major e-commerce platforms.
• Game-focused stores: Like the Epic Games Store from Epic Games, the maker of “Fortnite”, these stores use their own IP as a weapon to distribute at lower commission rates.
• Enterprise and corporate-only stores: These are in-house distribution environments that securely deliver business apps (attendance, inventory management, sales tools and so on) only to a company’s own employees without public release, as well as closed stores that gather only apps for professionals with specialized qualifications, such as healthcare workers or construction site staff, and offer them together with authentication.

“Three New Store Strategies” for App Marketers

1. Evaluate the ROI of Each “Distribution Channel”

Rather than distributing to every store, you need to select distribution targets by evaluating ROI (return on investment) for each channel, taking into account commission rates, target audience and fit with payment methods.

2. Shift from ASO to “Web-to-App”

As the stores users rely on become fragmented, depending on ASO in any single store becomes a risk. Designing a “Web-to-App” flow, which attracts users through your website and social media and guides them precisely to the most profitable channel, is where marketers will add real value.

3. Build a Customer Support (CS) Structure

When you use external payments or independent stores, the app publisher becomes the first point of contact for refunds and billing problems. Because you step away from the platform holder’s protection, the quality of your own support becomes a key factor in your brand’s credibility.

Summary: Business Decisions That Turn Change into Opportunity

The MSCA gives app publishers a strong legal basis for moving beyond platform holders’ constraints and building direct relationships with users.

In 2026, the main battlefield of the app business has shifted from “competition inside the store” to “designing a channel strategy”. Rather than settling into existing habits, publishers are expected to take a proactive stance: build the “multi-store strategy” that is best for them and maximize both profitability and user experience.

We support your app marketing end to end, from selecting distribution channels to building your revenue model. Please feel free to contact us.