The document summarizes the current state and trends in the Scandinavian mobile app market. It finds that while Symbian currently dominates the region, Android and iOS downloads are growing rapidly and will likely surpass Symbian by 2015. It recommends targeting iOS, Android and Symbian platforms for app development in Scandinavia and waiting on platforms like Blackberry, Windows Phone 7 and Samsung Bada due to smaller market shares. Revenue and downloads from mobile apps are also forecasted to increase 10-fold by 2015 worldwide.

1. The Scandinavian
mobile app market
Espen Riskedal
October 2010

2. Agenda
Current state
Trends and forecasts
Reaching the market

3. Espen Riskedal
Masters from UiB
6 years in Trolltech
2 years in NOKIA
Co-founded Cutehacks AS

4. Mobile apps
Symbian^3
MeeGo
Android

5. Current state of the
Scandinavian market

6. Web usage by mobile OS
Source http://gs.statcounter.com/ -- April to September 2010
Scandinavia
Other
Samsung
Nordic Sony Ericsson
RIM
Android
SymbianOS
EU iPhoneOS
US
Worldwide
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

7. Western European
nd
market share 2 Quarter 2010
Numbers from IDC http://bit.ly/9PrG1i
Nokia
Apple
Research in Motion
HTC
Sony Ericsson
Samsung
Others

8. Worldwide app store
statistics
Number Daily Free/ Paid apps in Credit card / Operator Revenue
of apps downloads Paid Scandinavia Paypal billing split
(millions) (countries) (operators)
App Store 280000 16.7 28/73 Yes 90 0 70/30
(Apple) source source source source source source source
(October 2010) (June 2010) (June 2010) (2009) (February 2010) (October 2010) (May 2010)
Android 90000 3.4 57/43 Yes 32 1 70/30
Market source source source source source source source
(Google) (October 2010) (July 2010) (June 2010) (Sept 2010) (September 2010) (October 2010) (Oct 2010)
OVI Store 13000 2.5 26/75 Yes 190 91 70/30
(Nokia) source source source source source source source
(July 2010) (October 2010) (June 2010) (October 2010) (October 2010) (October 2010) (September 2010)
App World 10000 1 26/75 No 73 0 70/30
(Blackberry) source source source source source source source
(September 2010) (April 2010) (June 2010) (October 2010) (October 2010) (June 2010) (April 2010)

9. Trends and forecasts

10. Worldwide app downloads
Sources http://slidesha.re/aIYxWn - «157 Mobile App Stats You Should Know About»
30
25
20
Billion downloads
ABI
15
Gartner
Juniper
Ovum
10
Futuresource
Booz & Company
5
0
2008 2009 2010 2011 2012 2013 2014 2015 2016
Year

11. Worldwide app revenue
Sources http://slidesha.re/aIYxWn - «157 Mobile App Stats You Should Know About»
35
30
25
20
Billion USD
Gartner
Juniper
15
Futuresource
research2guidance
10
5
0
2008 2009 2010 2011 2012 2013 2014 2015
Year

12. Worldwide platforms
Source Ovum (http://bit.ly/9KyrAZ)
100
90
80
70
Downloads (%)
60 Other
App World
50 (Blackberry)
OVI Store (Nokia)
40
Android Market
(Google)
30
App Store (Apple)
20
10
0
2009 2015
Year

13. Reaching the
Scandinavian market

14. Platforms
iOS
Android
Symbian
RIM, Bada, Windows Phone 7

15. App development
mobile OS Vendor solution
iOS (Apple) Objective C and Cocoa Touch
Android (Google) Java and Android SDK
Symbian (Nokia) C++ and Qt
Cross platform alternatives:
Qt, HTML5/WRT, Mono/.NET, Flash, J2ME, Silverlight

16. App business models
Free
Ads
Trial / Freemium
Premium

17. Conclusion

18. Conclusion
Target iOS, Android and Symbian
Android and Symbian is coming
10x revenue and downloads by 2015
Wait with RIM, WP7 and Bada
MeeGo is a wildcard

19. Mythbusting: Demo of YR

20. Thank you!
Got any questions?

21. http://cutehacks.com
All images by lrargerich on flickr.com