The app store currently has 2 sections, one for the US and the other for the UK. DK are also planning to add more sections for Canada and Australia, but I don't understand why they're hamstringing themselves this way. A digital market is a digital market; geographic restrictions shouldn't matter.
ALso, I spent a few minutes looking at apps for phones that DK don't have apps for (Symbian, Blackberry). DK aren't doing a very good job of excluding other company's apps from their app store. I suppose that's okay, but how is it a DK App Store if it has everyone else's apps?