Japanese eCommerce giant Rakuten has launched its own Android app store.
Rakuten App Ichiba (Ichiba means market in Japanese) offers around 380 apps at launch. Thats barely a drop in the ocean compared to the Play Stores 1.6m, but Rakutens store has a couple of USPs.
The first is the integration of Rakutens Super Points rewards system. Points can be used to pay for premium apps or in-app purchases, and users will earn points for each purchase made, at 10 times the normal rate. 
Secondly, the store promises a higher level of security. Each app will be screened for threats using partner Trend Micro’s technology, and Rakuten will offer an anti-malicious app countermeasures that will scan all apps installed on the Android device once a month, free of charge. Extra scans are available to users at an additional cost of 100 yen (£0.50).
