Nokia is looking to bolster its Ovi Store offerings by luring developers with a $10m prize bounty for the best new apps uploaded to the portal.
The Finnish manufacturer has teamed-up with US network AT&T to offer cash for apps which best showcase the new Symbian^3 operating system and the hotly-anticipated Nokia N8 handset, set for release later this autumn.
The Ovi Store currently has around 27,000 applications on offer, compared to Apple's 225,000 which means the company has a long way to go in order to compete.
Hopefully, for Nokia, the temptation of cold hard cash might be enough for developers previously unwilling to enter the Symbian realm to get on board.
The Calling All Innovators competition begins now and will run until 28th January 2011.