Filtering mobile applications in a mobile applications store based on a determined mobile operator associated with a mobile computing device. Mobile operators select mobile applications to be made available to mobile computing devices associated with the mobile operators. Users visit the online mobile applications store via the mobile computing devices. During the visits, the mobile operators associated with the mobile computing device are determined. The mobile applications selected by the mobile operators are presented to the mobile computing devices. In some embodiments, branding content from the mobile operators is provided to the mobile computing device when presenting the filtered mobile applications.