Over 20 international communications firms will launch a joint coalition to challenge the popularity of the U.S. firm Apple's iPhone and App Store.

Twenty-four global communications operators --- including Korea Telecom and SK Telecom, China Telecom, AT&T of the U.S. and Japan's NTT Docomo --- say they have agreed to launch a so-called “Wholesale Applications Community (WAC).”

The WAC will form a joint application platform for direct online transfers between content developers and consumers and will establish a standard terminal that supports the use of the developed content.

There are three billion subscribers to the 24 companies worldwide.