Among the litany of criticisms levelled at Nokia recently was its paltry selection of third party apps relative to Apple and the Android-based smartphones.

Apple's clever revenue-sharing model and strong sales track record is helping it attract a steady stream of new niche applications and undoubtedly aided its reign over smartphone superstardom.

If Nokia is to gain a bigger share of the smartphone market, having top-notch, unique apps will have to be part of the story, but can it catch up? The answer is a definite yes, if the people behind AppCampus, a joint Nokia-Microsoft project based in Finland, have their way. Nokia and Microsoft are each putting €9 million into the initiative, based at Aalto University, a Helsinki-based institution.

The idea is this: over the next three years, AppCampus will seek out and support the development of several hundred mobile applications for the Windows and other platforms used by Nokia.

The aim is to create a network of self-sustaining mobile app innovation communities for the platforms.

Start-ups and others

While existing start-ups are being encouraged to apply for the programme, the Campus is open to supporting projects or companies in their infancy. “We are looking for new ideas,” says Mr Pekka Sivonen, Head of AppCampus.

Details of the online global application process will be launched on Monday. “We are already getting at least one meeting request an hour from all across the world,” says Mr Sivonen. He plans to announce the first round of grants by the middle of June.

In order to attract global talent and ideas, they will team up with universities across the world. The apps have to be unique, and must not simply involve the creation of an interface for an existing app. Those using the latest sensor technologies and cross-science initiatives are among those they hope to attract.

Beyond funding

AppCampus' funds — set at 20,000, 50,000 or 70,000 euros per app project — will be disbursed neither as a loan, nor a revenue-sharing agreement and IP will stay with the developer. The support will go beyond funding to include extensive coaching, mentorship and as much other support as the developers need. It will enable testing and piloting the projects, besides introducing participants to other potential backers.

This week Nokia has announced deals for some exclusive app products with Rovio — the Finnish maker of runaway success story Angry Birds — as well as Groupon, Electronic Arts and other groups.

All these initiatives will form just a part of Nokia's clawback strategy but do show that the company is taking its App challenge rather seriously.

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