In an attempt to attract more developers towards Apple's iPhone platform, developer firm AND has launched a monthly competition for developers.
The prize for the winning entries is a publishing deal with Teletext Mobile, AND's mobile publishing arm.
The competition, App Factor, was launched to find the developers with the 'X factor' for their iPhone and iPad applications.
Experts believe that the competition will attract developers from around the world, wanting to establish themselves in the lucrative app market.
Recent data published by ABI Research indicates that last year, consumers downloaded 2.4 billion applications for their handsets. The research firm also hinted that the number could reach 7 billion in the next five years.
The first winner, announced after a soft launch in April, was MirrorMe. MirrorMe uses facial recognition software to show what a person may look like in the future, taking into account the user's lifestyle - how much they drink, smoke and sleeping habits.