I admit that the term “app store” is quickly making its way onto Buzzword Bingo boards across the country. But sometimes, a buzzword is worthy of just that – buzz.

In truth, the term sells itself short. When referring to app store, we’re not just talking about a commercial market for applications (although that’s certainly a primary focus). Instead, this is a place for a software company to show how extensible all of its engineers’ hard work really is. And, of course, it’s also a showcase for the platform extensions themselves – letting the independent developers shine.

From a marketing perspective, launching an app store can be smart. But you really need to be a first mover in an industry. Otherwise, you become more noise than signal.

All of this is why I’m proud to have been part of LocaModa’s recent DOOH App Store launch – the first of its kind for digital out of home.

Loca’s move (with design help from StudioNumberNine & Daly Creative) continues what the company has already worked very hard to do to standardize a rather splintered industry. The company’s platform extends across multiple media to bring client content together with user interaction. And now it has a great showcase to explain what that actually means.