Creating a central repository where end-users can find all the data that is available to them would have the same effect that creating an app store with both internal and external apps.

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One provides ad-hoc access, consisting of the questions users ask about what they are trying to find in the data.

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Many users, however, find no benefit in downloading the data, normalizing it and running standard queries.

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And without trust, app developers may find that users or app store platforms will lock down the data.

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Instead, the startup has wooed users with a slick interface and free features like data backups and find-my-phone tools.

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