Smartphone App Market Monitor vol.4

SMARTPHONE APP
MARKET MONITOR
INCLUDING SPECIAL INSIGHTS ON
MOBILE PAYMENTS
DAY OF UPDATE: 25TH OF NOVEMBER 2011
VOLUME 4

To purchase „Smartphone App Market Monitor Vol. 4” :
http://bit.ly/uYaq12

© research2guidance | November 2011

The concept behind the “Smartphone App Market Monitor”

• This is the fourth volume of the “Smartphone App Market Monitor”, which acts as a
comprehensive source of information on the smartphone app market
• This volume provides a variety of updated (Q3 2011) information as well as features a special
insights chapter on mobile retail market.
• “Smartphone App Market Monitor” Vol. 1, featured a special insights chapter concentrating on
smartphone user demographics and app download and usage habits. Special topic of Vol. 2
was media tablets market. Vol. 3. introduced mobile retail. These special insight chapters now
can be acquired separately on request.
• By using, comparing and evaluating different sources for e.g. the user behavior the
“Smartphone App Market Monitor” provides you with a range analyses and surveys which
have been executed for a specific topic. This should enable any app publisher to get a detailed
view on the market and enable informed business decisions
• The smartphone app market shows a dynamic which was not seen before in the mobile world.
Therefore the market monitor is updated and extended every quarter.
• The market monitor is designed to support your internal discussions and business decisions.
Therefore all content is presented in graphs and tables not in long text passages.
• All facts are presented in graphs and tables to make a key tool for any app publisher, app
developer, app store and platform owner.


2
© research2guidance | November 2011 Smartphone App Market Monitor

Contents (1/2)
SMARTPHONE MARKET MONITOR: Q3 2011 UPDATE
Global smartphone market (penetration, market shares and shipments)
Smartphone share of global mobile device shipments (2007 Q1 – 2011 Q3)
Number of smartphones shipped per platform (2008 Q3 – 2011 Q3)
Market share smartphone operating systems by shipments (2009 Q1 – 2011 Q3)
App stores comparison (key trends and figures)
New app store launches (2000 – 2011 Q3)
Number of smartphone application stores (2007 – 2011 Q3)
Application stores list (2011 Q3)
Key facts and figures of major OS&OEM application stores (3 slides)
Key facts and figures of major independent full-catalogue stores (2 slides)
Number of applications published in marketplaces (2007 – 2011 Q3)
Number of applications per platform (2008 Q3 – 2011 Q3)
Number of applications per platform in smaller stores (2008 Q3 – 2011 Q3)
Average displayed paid application price in official OEM & OS application stores (2009 Q4 – 2011 Q3)
Newly added applications per platform (2008 Q3 – 2011 Q3)
Newly added applications per platform in smaller stores (2009 Q2 – 2011 Q3)
Number of apps per developer and per 1,000 users (2011 Q3)
Average displayed paid application price (in us dollars) in official OEMs & OSs application stores (2009 Q4 – 2011 Q3)
Average total daily downloads per application store (in millions) (2009 Q4 - 2011 Q3)
Average daily downloads per app (2009 Q4 – 2011 Q3)
Average total daily downloads per application store (in millions) (2009 Q4 – 2011 Q3)
Average total daily downloads in smaller stores (in millions) (2009 Q4 – 2011 Q3)
App store share of total application downloads per period (2008 – 2011 Q3)


3

Preview slides

The following slides are a preview of the report.
Please purchase the report for full content.


4

Contents (2/2)

SMARTPHONE MARKET MONITOR: Q3 2011 UPDATE (CONTINUED)
App stores comparison (key trends and figures continued)
Number of apps per category, new adds and growth rates (apple/android/blackberry) (2010 Q4 – 2011 Q3)
Niche stores classification (2011 Q3)
Niche app store launches by type (1999-2011)
Niche stores by type (2011 Q3)
Smartphone applications market: current status
Installed base of application shoppers (in Millions) (2007 – 2011 Q3)
Total smartphone application downloads (in millions) (2007 – 2011 Q3)
Paid smartphone application download revenue (in million USD) (2007 – 2011 Q3)

SPECIAL INTEREST CHAPTER: MOBILE RETAIL MARKET
Characterizing Mobile Payments
Mobile payment milestones and mobile phone penetration
Categorizing mobile payments
Mobile Payment Technologies
Mobile technologies by category
Premium SMS and DMB payment processes
Example of mobile web payment with Google Wallet
NFC phones overview
Starbucks rewards and 2D barcode mobile app
Market Outlook
Mobile payment transaction value forecast 2008-2015 (in Billion USD)
Potential mobile payment user base


5

Preview slide
Global smartphone market
Smartphone share of global mobile device shipments (2007 Q1 – 2011 Q3)

Share of total mobile
device shipments

Source: Gartner
6

Preview slide
Number of smartphones shipped per platform (2008 Q3 - 2011 Q3)

Devices shipped per
quarter (in millions)

http://bit.ly/uYaq12 Source: Gartner

7

Preview slide
Number of smartphones shipped per platform 2008 Q3 - 2011 Q3 (in million units)

2008 Q3 2008 Q4 2009 Q1 2009 Q2 2009 Q3 2009 Q4 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2 2011 Q3
Android

Symbian

iOS

RIM

Windows
Phone
Other

Source: Gartner

8

Preview slide
Smartphone operating systems’ market share by shipments (2009 Q1 – 2011 Q3)

Shipments share by
platform

2009 Q1 2009 Q2 2009 Q3 2009 Q4 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2 2011 Q3
Source: Gartner


9

Preview slide
Smartphone operating systems’ market share by shipments in 2009 Q1 – 2011 Q3

2009 Q1 2009 Q2 2009 Q3 2009 Q4 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2 2011 Q3
Android

Symbian

iOS

RIM

Windows
Phone
Other

Source: Gartner


10

Preview slide
App stores comparison

Niche app store launches by type (2011 Q3)

Number of stores 1999-2007 2008 2009 2010 2011
Aggregators 4 3 1
Device Specific 2 8 3
Category Specific 4 1 6 11 3
OS Specific 2 4 4 21 1
Classified by primary objective. E.g. Many category specific stores also concentrate on particular platform and aggregate content. Based on
sample of 78 stores.
Expected new niche stores in 2011 (for illustratory purposes).

Source: research2guidance 2011.


11

Preview slide

Niche app stores by type (2011 Q3)

Base: 88 niche app stores.

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Preview slide
Device Manufacturers and Mobile OS Providers
Logo

Store name Apple Android Samsung BlackBerry Nokia Palm LG World PlayNow Windows Windows
General App Store Market Appsa App World Ovi Store App Catalog Arenaa Marketplace for Phone
information Mobilec Marketplace
Profile  $  $  $  $ $  $ $ $  $  $
Launch Jul-08 Oct-08 Sep-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Closed Oct-10

Customer
Interface

Developer
Interface

$1

a Storeoperator – Handmark
b unlesssigned up for an open source developer membership, which waves these submission and SDK fees
c The web-version of Windows Mobile 6.x Marketplace was discontinued on July 15th, 2011. Apps still available through downloadable app store application.

Source: research2guidance 2011. Matches Apple App Store model Differs from Apple App Store model Supports only SP Supports FP and SP

X
Provides only applications Provides apps, ringtones, etc. $ Paid and/or free applications Only free applications
$

13

Preview slide
Other major app stores
Logo

Store name Motorola Ericsson Symbian Horizon Java Store Phoload neXva Cellmaia b Clickgamer djuzz Youpark
General SHOP4APPS eStore Directory a (beta)
information Profile  $  $  $  $   $ $  $  $  $
Launch
$X
Jan-10 Feb-10 Discontinued Discontinued Sep-08 Mar-10 Jul-99 n/a Jan-10 Jan-10
Store provider OEM OEM OS OS Independent Independent Independent Independent Independent Independent
type full-catalog full-catalog full-catalog full-catalog full-catalog full-catalog
Store access

Target
platforms
Customer
Interface
Payment
options
# of apps
Developer
portal
SDK
Developer SDK license fee
Interface App submission
fee
Developer
revenue share
a The platform was opened for beta testing of Symbian apps. The project was ceased in November 2010.
b Cellmania was acquired by RIM in August 2010.
Source: research2guidance 2011. Matches Apple App Store model Differs from Apple App Store model Supports only SP Supports FP and SP
 Provides only applications Provides apps, ringtones, etc. $ Paid and/or free applications X
$ Only free applications


14

Preview slide
Number of applications per platform (2008 Q3 – 2011 Q3)

Number
of apps



15

Preview slide
Average displayed paid application price in official OEM&OS app stores (2009 Q4 – 2011 Q3)

Average price

2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2 2011 Q3
Base: Android Market and Apple App Store – full catalog. BlackBerry App World, Nokia OVI store and Palm App Catalog – Top 100 Paid apps.

16

Preview slide
Average total daily downloads per app store (in Millions) (2009 Q4 – 2011 Q3)

Net Growth
2009 Q4 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2 2011 Q3 Change Rate
Apple App Store
Android Market
BlackBerry AppWorld
OVI Store
WP7 Marketplace
Samsung Apps
Palm App Catalog
GetJar
PocketGear
Mobango

• Download numbers refer to smartphone apps only. Personalization content downloads are excluded.
• Independent store rates refer to whole year in 2009, half year periods in 2010 and a quarter in 2011.



17

Preview slide
App store share of total application downloads per period(2008 – 2011 Q3)

2008 2009 2010 HY1 2010 HY2 2011 Q1 2011 Q2 2011 Q3
Other Independent Stores include: Handango, Mobango, PocketGear, MobiHand, Handmark, Handster and other; Other OS&OEM include: Windows Market Place,
Samsung Apps, Palm App Catalog, Play Now Arena, LG Application Store and other;MNO stores include: Vodafone 360, O2 Litmus Store, China Mobile Market, Verizon
Media Store, Orange Application Shop, AT&T AppCenter, Sprint Digital Lounge, web2go, Telefonica mStore, SK T-store, KT Show App Store, TelstraOne Experience,
Optus App Store, Airtel AppCentral and other.


18

Preview slide
Smartphone applications market
Paid smartphone application download revenue (in million USD) (2007 - 2011 Q3)



19

Preview slide

Categorization of mobile payments

P2P B2C
Proximity
Remote



20

Preview slide

Projected volume of mobile payments through 2015



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