In my opinion the alternative is a free, open and general space with software, which lives above the app stores, apps’ websites, devices and apps itself and treats the first two as building blocks of the greater system. It is a place which enables you, as a developer, to distribute, and, as a user, to get to know, create an account, buy and download any application, giving you, at the same time, a choice of where you can do that.This way, implementing such a general and ultimate model, the alternative neither compete with app stores, using them as its element, not enemies, nor with apps's producers, in fact encouraging users both to visit their website and buy apps from there.