mobile apps stores comparison
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Marketplace Comparison
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Date: November 29, 2010
Research Note #4
Mobile Application Markets:
Apple vs. Google vs. Nokia
Competition with Apple! ! begins to mature
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OviStore,AndroidMarket,andAppStore:aComparison
November2010
EXECUTIVESUMMARY:
Thepastthreemonthshavemarkedsomeimportantmilestonesforthethree
primarymobileapplicationmarkets,OviStore,AppStoreandAndroidMarket.
WhileNokiawasbusylaunchingarevampedOviStorefordevelopersandauser
baseapproaching140millionusersinmorethan190Countries,AndroidMarket
passedthe100,000apppointandbecometheNo.2operatingsystemaccounting
for25.5percentofworldwidesmartphonesalesaccordingtoGartner.
GoogleisstillbehindApplewhenitcomestomobileapplications(therearenow
over300,000applicationsintheAppStore,withpaidappsavailablein90
Countries).However,asrevenuesandoverallsatisfactionwithOviStorecontinue
todecreaseandtheAppStorebecomesovercrowded,Androidisbecomingan
attractivealternativefordevelopers.
Ourresearchallowedustoidentifynotonlysigniicantdifferencesin
satisfaction,revenuesandissues,butalsocommoncriticalitemsthatdevelopersconsiderprioritiestobeaddressedinordertobeneitboththemandtheirend-
users.Theseincludetheabilitytorespondtousercommentsandbugreportsin
thestore,betterpromotionanddistributiontoolsandbettersearchcapabilities,
andimprovedpublishingprocesswhilemaintainingacertainlevelofquality
control.
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METHODOLOGY:
BetweenSeptemberandNovember2010,Open-Firstconductedthreesurveysondeveloper
satisfactionwiththethreeprimarymobileapplicationmarkets,AndroidMarket,OviStore,and
AppStore.
Over300mobileapplicationsdevelopersandpublishersrespondedtoanonlinequestionnaire
includingmultiplechoiceandopenquestionspertainingtheirexperiencewiththestores.
Respondentswerefoundthroughasearchfortopsellingandtopfreeapplicationsavailableon
AndroidMarket,OviStore,andAppStoreforvariousdevices.Theindingsofthesesurveysare
representativeofasampleofappdevelopersandpublishersacrossEurope,Asia,America,andAustralia.
Thesurveysfocusedoniveareas:
PublishingExperience
SupportandResourcesAvailabletoDevelopersandEnd-Users
Revenues
OverallSatisfaction
ComparisontoOtherAppStores
Thisreportsummarizesindingsofthethreesurveys,highlightingsimilaritiesaswellas
differences.
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RESEARCHFINDINGS:
QualityReviewProcessforApplicationsSubmittedtotheStore
Inspiteoftheirlargesuccessintermsofappsdistributed,AppStoreandOviStoreare
somehowinfamousfortheirslowandattimesinconsistentapplicationapprovalprocess.Our
indingsshowthat39percentofiPhonedevelopersaresomehowunhappywiththe
turnaroundtimeforqualityapproval.ForNokiadevelopersthispercentageisupto47percent.
AndroidMarketoffersanalternativetothismodel.Googledoesntscreenappsbeforetheycan
reachthestorebutleavesittotheuserstodecidewhatappsaregoodandwhatarent.Sowhile
foranewappittakesonlyafewminutestogetuptoAndroidMarket,thistakesafewdaysin
theAppStoreandupto2-3weeksinOviStore.
Moreover,unlikeinotherstorefronts,Googledoesnotchargedeveloperstodistributetheir
appsonAndroidMarket,makingiteveneasierandquickerfordeveloperstoseetheirapps
immediatelyavailabletousers.
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OurstudyhowevershowedthatnotallAndroiddeveloperswelcomethisfreedom.While58
percentofthemthinkthelackofapprovalprocessmakesthestorefrontevenmoreattractive,
25percentofthemthinktheintroductionofsomecentralizedqualityreviewwouldrepresent
animprovementtotheaveragequalityofthestore.
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SupporttoDevelopersandEnd-Users
Whenaskedwhatresourcesfordeveloperstheyinduseful,themajorityofAndroiddevelopers
indicatedtechnicalarticles,tutorialsandsamplecodeasthebestresourcesavailabletothem.ThepreferenceofNokiadeveloperswenttoDiscussionBoards.
Bothtechnicalandpublishingsupportwereratedastheworstsupportresourcesbyaquarter
ofNokia,Android,andiPhonedevelopers.Themainissuetheyseemtohaveisthedificultyto
reachsomeonetheycantalkto.
Ourindingsalsoshowthat,accordingtodevelopers,theAppStoreoffersthebestsupportto
end-users(40percentofiPhonedevelopersthinkthesupportingood).OurNovember
DeveloperSatisfactionSurveyforAndroidMarket,ontheotherhand,showedthat35percent
ofAndroiddevelopersareunhappywiththesupportprovidedbyGoogletotheirend-users.
Thisismostlyrelatedtothefactthatfrequentdownloadandpaymentproblemsoccurand
Googledoesntprovideadequatesupportduringthisprocess.
Aboutaquarterofsurveyeddevelopersarenotexactlyawareofthekindandlevelofsupport
providedtoend-usersofthethreestorefronts.Apercentagebetween20and30percentof
remainingdeveloperssaidtheyreneutraltowardit.
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SpeciicIssuesEncounteredbyPublishersandDevelopers
Somecommonissuesandconcernsthatemergedfromallthreesurveysare:
Slowandinconsistentapplicationapprovalprocess(forNokiaandiPhonedevelopers)
Inabilitytorespondtouserreviewsandcomments inthestore(especiallyinAndroid
MarketandtheAppStore)
Stores(AndroidMarketandOviStoreinparticular)werecriticizedbydevelopersfor
havingpoorsearchcapabilitiesandacumbersomeuser/publisherinterface
Inadequatevisibilityandpromotionopportunitiesforapplicationsinthestores
BadtechnicalandpublishingandpoorcommunicationeffortsthatNokia,Googleand
Appleareshowingtodevelopers
Badreportingofsale,revenues,installations,andotherdatacriticaltodevelopers.
Somespeciicissuesthatrepresentconcernsonlyforsomedevelopersinclude:
Seriousissueswiththedownload,installationandpaymentofapplicationsinAndroid
Market,worsenedbyunclearerrorreportingandsupport
Badhandling,intheiPhoneAppStore,ofbusinesssupportandlackoftransparency
overpolicychangesandotherdecisionsthataffectdevelopersbusiness
LackofpiracypreventioninOviStore.
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RevenuesandRevenueExpectations
Accordingtoourindings,abouthalfofiPhonedevelopersaremakingMOREmoneythanthey
hadanticipatedbysellingappsoniTunes.ThepercentageofiPhonedeveloperswhoaremakinglessmoneythanexpectedislessthanathird.
ForNokiadeveloperstheseresultsarentasexciting:only1percentofthemsaidtheyre
makingmorethanexpectedonOvi,while69percentaremakingLESSthananticipated.
AndroidMarketishalfwayintermsofrevenuesandexpectations:athirdisearningmorethan
expected,athirdisearninglessthanexpectedandathirdismakingaboutasmuchasexpected.
Androiddeveloperswhoserevenuesarelowerthanexpectationsthinkthemainreasonsfor
theirdisappointmentareboththepoorpaymenthandlingsystemandthefactthattherearent
enoughpaymentoptions.TheyalsothinkGooglehasbeenbuildingacultureoffree,making
userslesswillingtopayforappsthanotherusers(e.g.iPhoneusers).
Acrossallstorefronts,anothermainreasonforlowrevenueswasidentiiedinthepoor
discoverability(e.g.badsearchcapabilities,limitednumberofappcategories)andvisibility
(e.g.restrictiononthelengthofappdescription,lackofpromotionaltools,unclearranking
criteria)ofapplicationsinthestores.
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OurresearchstudyshowedthatoverthelastthreemonthsthepercentageofAndroid
developerswhoserevenuesareexceedingexpectationsincreasedby5percentagepoints,while
thepercentageofNokiadeveloperswhoserevenuesareexceedingexpectationsdecreasedby4
percentagepoints.
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OverallSatisfaction
Accordingtoourindings,developersatisfactionwiththeiPhoneAppStoreisthehighest(78
percent)whilesatisfactionwithOviStoreisthelowest(50percent).ResultsforAndroid
MarketweresimilartothosefortheAppStore,with73percentofdeveloperssayingtheyre
overallsatisiedwiththestore.
OurresearchstudyshowedthatoverthelastthreemonthsoverallsatisfactionwithAndroid
Markethasincreasedby10percentagepointswhileoverallsatisfactionwithOviStore
remainedaboutthesame.
IntentiontoRemainintheStore
Findingsfromthisquestionareinlinewithindingsfromthequestion,Howsatisiedareyou,
overall,withthisstore?
99percentofiPhonedeveloperssaidtheyplanonremaininginthestoreandnoneofthemare
planningonleavingthestore.93percentofAndroiddevelopersareplanningonremainingin
thestoreand1percentofthemareplanningonleaving.
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ResultsfromourOctober2010DeveloperSatisfactionSurveyshowsthatwhile76percentof
developerscurrentlyonOviStoreareplanningonstaying,6percentareplanningonleaving
and18percentareundecided.
Ourindingsshowthatoverthelastthreemonthsthepercentageofrespondentswhosaidthey
wouldstopdistributingtheirappsviaOviStoreincreasedfrom3%to6%.Thesedevelopersare
mainlydisappointedwithrevenuesandarelookingatAndroidMarketasanalternative.
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ComparisontoOtherMobileAppStorefronts
63percentofalldeveloperswesurveyedexpressedapreferencefortheAppStoreoverOviand
AndroidMarket.ThispreferenceisbasedoneitherexperienceorbeliefthattheAppStoreoffersbetterearningopportunitiesbecauseofitspopularityamongmobileusers,itsfunctional
andintuitiveinterfaceandiPhoneuserspropensitytospendmoneyonapplications.
27percentofrespondentsexpressedapreferenceforAndroidMarketand10percent
expressedapreferenceforOviStore.WhatmakesAndroidMarketapreferredchoice
(especiallyforcurrentOviStorepublishers)istheabsenceofanapprovalprocess,whichmakes
itanattractivealternativetoOvisslowapprovalprocessforapplicationssubmittedtothe
store.
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SuggestionsforImprovement
Someimprovementsthatalldevelopersacrossthethreestoressuggestedare:
Somewayfordeveloperstocommunicatewithend-users(e.g.Theabilitytorespondto
usercommentsandbugreportsinthestore)
Betterreporting(e.g.Statisticsandalertsoninstallations,un-installations,
demographics,salesbyCountry,etc)
Helpwiththepromotionanddistributionofapps(e.g.Longerappdescriptionandmore
screenshotsallowed,in-appadvertisingprograms,additionofmultiplelevelsof
categorization,freetrialsforapps)
Bettersupporttodevelopersonbothpublishingandtechnicalissues
Bettersearchfunction
Improvedpublishingprocesswhilemaintainingthelevelofqualitycontrolfor
publishedapps.
SpeciicrequestsmadebypublishersontheAndroidMarketaretheresolutionofissueswith
downloadsandpayments,theintroductionofmorepaymentmethods(e.g.Paypal),andbetter
supportforend-users.
AppStoreandOvipublisherswouldlikeafasterandmoreconsistentqualityreviewprocess
andAppStorepublisherswouldlikeAppletoadoptamoretransparentcommunicationlow
allowingbetterbusinesssupport.
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