distimo publication june 2011 iphone

8/6/2019 Distimo Publication June 2011 iPhone

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Distimo Publication - June 2011

Distimo 2011, some rights reserved.All trademarks are the property of their respective owners.

This publication covers the Apple App Store for iPhone for May 2011, and focuseson insights in market trends that are relevant for developers who want to grow their

business in Asia. The following countries in Asia are included: China, Hong Kong, India,

Indonesia, Japan, Malaysia, Pakistan, Philippines, Singapore, South Korea, Sri Lanka,

Taiwan, Thailand and Vietnam.

The major findings are:

The download volume in Asian countries grew significantly in the past six months in

the Apple App Store for iPhone. While other (Western) countries saw a decrease in

download volume during the same time frame. China recently became the second

largest market after the United States.

The download volume in South Korea is remarkably high despite the relative small

size of the countrys population. Moreover, because the Games category is absent

in the Apple App Store for iPhone in South Korea, all downloads are allocated to

non-Games, while in other countries the Games category is without exception, the

largest. This makes South Korea an especially interesting country for publishers and

developers in the non-Games categories.

The download volumes in Asia increased in general, however, the proportion of

paid downloads and the overall revenue still lag behind that of the United States

and Europe. Moreover, while in-app purchases became an important monetization

method over the last year in many countries, it has not yet in Asia. Thus, developers

have to look for other ways of monetization such as advertising.

A comparison of the most popular categories between the United States and Asia

revealed that there are no significant differences between content preferences.

Hence, iPhone developers could offer the same type of applications in both Asia and

the United States.

The majority of the most popular iPhone applications in Asia is only popular in

Asia, but in some Asian countries worldwide popular applications prevail. Examplesof regional popular only content are KungFu Food-Panda, and Birzzle. In general,

localization appears to be key to becoming popular especially when considering

countries like China, South Korea, and Japan. In countries like India and Indonesia,

localization appears to be less important.

NEW AND NOTEWORTHY


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1.79%

$1.90

2.45%

$1.87

0.99%

$2.56

2.84%$1.78

2.53%

$1.75

3.24%

$1.875.18%

$1.87

1.94%

$2.25

2.24%

$1.92

2.63%

$1.94

2.70%

$1.81

6.05%

$3.33

3.18%

$1.67

5.65%

$2.25

Free vs. paid ratio Average Selling Price Top 300

We used a subset of Asian countries in this report (see figure below) for all analyses.

The proportion of paid downloads versus the total number of free and paid downloads

among the 300 most popular applications is notably lower in Asia than in the UnitedStates or Europe. Customers in these markets appear to be more price-sensitive, and

prefer to download the free equivalent of an app rather than pay a few dollars for a

premium ad-free version.

The average download volume of the 300 most popular applications (free and paid)

in all Asian countries combined is about equal to the average volume in the United

States. However, when looking at paid applications only, this ratio drops to one-third,

i.e., iPhone users in the United States are more eager to pay for applications. Excluding

Japan, this figure even drops to one-sixth.

The total revenue in Asia is about two-thirds of the revenue in the United States. This

figure is higher than one-third due to the higher average selling prices of the 300 most

popular applications in Asia ($2.62) compared to the United States ($1.48). Again, Japan

generates the majority of the revenue in Asia.

The graph below shows the average selling price per country and the proportion of

downloads that are paid, among the top 300 most popular applications for each Asian

country included in this report.

ONE-OFF MONETIZATION STILL NOT BOOMING IN ASIA


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The chart below reveals that while volumes are up, the revenue from one-off fees lags.

Looking at in-app purchases among the 200 top grossing applications for only two

countries (Singapore, Malaysia), the proportional revenue generated by applications thatfeature in-app purchases is higher than in the United States. The proportion of revenue

generated by applications that feature in-app purchase is given per country below. As

an example, in China only 34% of the revenue from the 200 top grossing applications

originates from applications that feature in-app purchase. The total number of available

applications that feature in-app purchase does not differ much from the United States.

This means that aside from low revenues from one-off fees, developers can also not

yet easily monetize by including in-app purchases in Asia. However, this can change

quickly, as evidenced by what occurred in the United States over the course of the past

year; in June 2010, revenue from applications that feature in-app purchase in the United

States was only 39%, however by May 2011 it increased to 68%.

IN ASIA THE SAME CATEGORIES OF APPLICATIONS ARE POPULAR AS IN THE US

It is important for developers who consider developing apps for the Asian market to be

aware of the categories that are most popular in Asia.

0% 10% 20% 30% 40% 50% 60% 70%

Medical

Business

Sports

Finance

Weather

Navigation

Healthcare & Fitness

Productivity

News

Education

ReferenceTravel

Books

Music

Lifestyle

Photography

Utilities

Social Networking

Entertainment

All Games

0% 10% 20% 30% 40% 50% 60% 70%

Medical

Sports

Travel

Weather

Finance

News

Business

Navigation

Healthcare & Fitness

Reference

LifestyleBooks

Social Networking

Education

Productivity

Music

Utilities

Photography

Entertainment

All Games

Free Applicat ions (Asia ) Free Applications (US) Paid Applications (Asia ) Pa id Applications (US)

No significant difference between the United States and Asia can be observed when

looking at the category breakdown of the 300 most popular applications. Moreover, thedifferences within the Asian region are small, i.e., no specific country seems to prefer

other types of applications.

THE ASIAN MARKET DOES NOT LIKE THE IN-APP PURCHASE MODEL


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65%

87%

11%

Free Applications Paid Applications Region Average

The regional concentration of applications stands out when we look at the difference in

focus of the most popular applications between Asian countries, European countries and

the United States. In Asian countries, an average of 34% of the most popular applicationsare only popular within the region. In the United States and Europe, only 20% of the

applications are aimed specifically at North America and Europe, respectively.

The differences become even larger in Asia (while they all remain fairly constant in

Europe) when we look at the individual country level, and look separately at free and

paid applications. iPhone users in China, Hong Kong, Japan, South Korea and Taiwan

especially have a preference for applications aimed at the region. In China for example,

65% of the 300 most popular free applications are regionally popular only. In South

Korea, 87% of free and 78% of paid applications are regionally aimed, respectively.

Note that this is partially due to the absence of the Games category. On the other hand,applications that have been popular in other regions as well find a market more easily

in India, as only 11% of the paid applications are only popular in Asia.

CONTENT NEEDS TO BE LOCALIZED TO BE SUCCESSFUL IN ASIA

RECAP

When analyzing the difference between publishing in Asia and the Western world in this

months report, we found that paid applications and in-app purchases are not yet popular

and hence, other monetization options have to be considered to become successful in

Asia. On the bright side, a surge in download volume could be observed in the past few

months in Asia. China recently became the second largest market for iPhone apps and

the region volume equals that of the United States. Moreover, customers tend to find

the same type of applications attractive as they do in the United States, so the existing

offering should fit. However, to be more successful, localized content is needed to

increase the possibility to become popular.

Generally speaking, an increase in efforts to localize content is needed in order to be

successful in Asia. For example, Chinese translations or a different look and feel are

important to customers in many countries included in this report. To give more insight

into what might work in Asia, we provide a look into Asias most popular applications

that are not popular in the United States on the next several pages.


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Rank Application Category Price

1National Geographic Magazine-Interna-tional by National Geographic Society

News Free

2by Next Media Interactive Limited

News Free

3Taiwan MahJong HDby Hoshin GigaMedia Center Inc., Fun-town Branch.

Games-Board,Games-Card

Free

4CINE21

by DFolioEntertainment Free

5for iPadby

Travel Free

6taiko no tatsujin Plusby NamcoBandai Games Inc.

Games-Arcade,Games-Music

Free

7FingerPiano Plusby Junpei Wada

Music Free

8 for iPadby

News Free

9iTODAY for iPadby MediaCorp Pte Ltd

News Free

10100corbiscollectionby amanaimages

Books Free

HIGHEST RANKED FREE APPLICATIONSAPPLE APP STORE FOR IPAD - ASIA - MAY 2011

- this application features in-app purchases


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HIGHEST RANKED PAID APPLICATIONSAPPLE APP STORE FOR IPAD - ASIA - MAY 2011


1iBunko HDby nagisa

Books $6.99 - $9.86

2ComicShelf - Comic Web Brows-er by Ying Jiang

Utilities $1.99

3SimCity Deluxe for iPadby Electronic Arts Nederland B.V.

Games-Simulation,Games-Strategy

$0.99 - $6.99

4Birzzle() HD

by Enfeel Inc.Entertainment $1.99

5ComicGlass [ComicReader]by RR Soft

Utilities $1.99 - $2.84

6BUZZ Player HDby BUGUN Software

Utilities $3.99 - $5.55

7MONOPOLY for iPad (World)by Electronic Arts Nederland B.V.

Games-Board,Games-Simulation

$4.99 - $9.99

8CrazyRemote Proby Scienpix, Inc.

Productivity$19.99 -$28.36

97notesby 7 Knowledge Corporation

Productivity $11.10

10 HDby Fungrep

Entertainment $0.99 - $2.84



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HIGHEST RANKED FREE APPLICATIONSAPPLE APP STORE FOR IPHONE - ASIA - MAY 2011


1KungFu Food-Pandaby Topzilla

Games-Action,Games-Arcade

Free

2Me So Ramenby Moxy Games

Games-Action,Games-Arcade

Free

3Simply Find It!by Simply Game

Games-Puzzle,Games-Trivia

Free

4A Mental Mouse

by AceViral.com

Games-Action,

Games-RacingFree

5Antrim Escape Iby Game Hive

Games-Puzzle,Games-Role Playing

Free

6Pucca's Restaurantby MobCrete, Inc.

Games-Family,Games-Simulation

Free

7Birzzle Lite verby Enfeel Inc.

Games-Arcade,Games-Puzzle

Free

8Need for Speed Hot Pursuit LITE(World) by Electronic Arts NederlandB.V.

Games-Action,Games-Racing

Free

9Fishing Joyby PunchBox

Games-Arcade,Games-Strategy

Free

10Indonesia Mapsby PT Streetdirectory

Travel Free



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1Birzzleby Enfeel Inc.

Games-Arcade,Games-Puzzle

$0.99 - $1.42

2FIFA 11 by EA SPORTS (World)by Electronic Arts Nederland B.V.

Games-Simulation,Games-Sports

$0.99 - $4.99

3PhotoShake!by MotionOne.co.Ltd

Photography $1.99 - $2.84

4MONOPOLY Here & Now: The WorldEdition (International) by ElectronicArts Nederland B.V.

Games-Board,

Games-Family$0.99

5Photo+Folder (Secret+Organize+Transfer) by EnSight Media

Photography $0.99 - $1.42

6 Castle Attack by Zero WorkroomGames-Puzzle,Games-Strategy

$0.99 - $5.55

7Need for Speed Hot Pursuit (World)by Electronic Arts Nederland B.V.

Games-Action,Games-Racing

$0.99 - $4.99

8(Paladog)by CGFORCE

Entertainment $1.99

9First Touch Soccerby X2 Games

Games-Simulation,Games-Sports

$0.99 - $7.4

10Birzzle()by Enfeel Inc.

Entertainment $0.99


HIGHEST RANKED PAID APPLICATIONSAPPLE APP STORE FOR IPHONE - ASIA - MAY 2011


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HIGHEST RANKED FREE APPLICATIONSAPPLE MAC APP STORE - ASIA - MAY 2011


1AppDown - Apps- by ieliwb.com

News, Utilities Free

2furiganaby sekn

Lifestyle, Music Free

3PhoneCopy for Macby e-FRACTAL

Productivity, Utili-ties

Free

4WinZipper Lite

by Tida Inc.Business, Utilities Free

5RemoteSnapby Hans Schneider

Entertainment,Photography

Free

6DinoSingersby NEXON MOBILE

Education, Enter-tainment

Free

7Pic Transfer Companionby Objective App LLC

Photography, Utili-ties

Free

8Kaptain Brawe Liteby Cateia Games

Games, Games-Adventure

Free

9Swing it Viewerby Golfig AB

Sports Free

10FB Photo Browserby PhotoPhusion.com

Photography, So-cial Networking

Free


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HIGHEST RANKED PAID APPLICATIONSAPPLE MAC APP STORE - ASIA - MAY 2011


1Touch Flyby Zepetto

Games, Games-Arcade

$0.99 - $1.42

2Smart Recorderby Roe Mobile Development

Business, Educa-tion

$4.99 - $7.40

3Tracksby Conceited Software

Entertainment,Music

$3.99 - $5.55

4Quran Majeed

by PakData

Education, Refer-

ence$4.99 - $7.40

5by Sagittarius Technology Co. Ltd.

Entertainment,Video

$1.99 - $2.84

6NowPlaying for Macby softboysxp.info

Music, Utilities $0.99 - $1.42

7Video Tennisby Joshua Minor

Entertainment,Games, etc.

$0.99 - $1.42

8Movie-Converterby Dominic Rodemer

Entertainment,Video

$1.99 - $2.84

9UnZipperby olimsoft

Utilities $1.99 - $2.84

10PhotoFetch - Facebook Photo Down-loader by Jayco Design

Social Networking $0.99 - $2.84


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HIGHEST RANKED FREE APPLICATIONSGOOGLE ANDROID MARKET - ASIA - MAY 2011


1Gallery 3Dby Rayman50

Media & Video,Widgets

Free

2WebMD for Androidby WebMD, LLC

Health & Fitness Free

3by KORAIL

Travel & Local Free

4HistoryEraser

by DUMAPICLifestyle Free

5Documents To Go 3.0 Main Appby DataViz, Inc.

Business Free

6Inferno Galaxyby maxelus.net

Live Wallpaper,Personalization

Free

7How to Tie a Tieby ArtelPlus

Books & Reference Free

8Job Searchby Indeed.com Mobile

Business Free

9AppBrain App Marketby Swiss Codemonkeys

Tools, Widgets Free

10Android Assistant(14 features)by Aaron.

Tools Free


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HIGHEST RANKED PAID APPLICATIONSGOOGLE ANDROID MARKET - ASIA - MAY 2011


1SportsTracker Proby sportstracklive.com

Sports $9.80

2Soloby Coding Caveman

Entertainment $4.07

3On The Ministryby PaKeSoft

Productivity, Wid-gets

$1.44 - $2.51

4UltraChron Stopwatch & Timer

by TheSpinningHeadTools $0.99 - $1.99

5SpeedView Proby Code Sector

Transportation $0.99 - $1.99

6Watchdog Task Managerby Zomut, LLC.

Tools, Widgets $3.49

7aNdClip -Clipboard extension-by amazing-create

Tools $3.67

8Clean Font MegaPack For Galaxyby Swiggit Inc.

Personalization $2.57

9Autostartsby Michael Elsdrfer

Tools $0.99

10Shooterby seankndy

Tools $9.99


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HIGHEST RANKED FREE APPLICATIONSNOKIA OVI STORE - ASIA - MAY 2011


1QQ 2010by Tencent

Utilities Free

2by

Utilities Free

3Clock "Time On Wheels"by MSCorp

Themes Free

4360

by 360mobilesafeBusiness Free

5Nokia Battery Monitor 1.3by Nokia

Utilities Free

6You've got a Mailby CELL

Ringtones Free

7Gedda-Headz 1.9by KongZhong

Games-Arcade Free

8by TOM Online Inc.

Games-Adventure Free

9by CNR

Video Free

10Revolver Freeby picoBrothers

Entertainment Free


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HIGHEST RANKED PAID APPLICATIONSNOKIA OVI STORE - ASIA - MAY 2011


1My Bugby picoBrothers

Entertainment $0.15 - $1.61

2by Shanghai XinQian

Entertainment $0.31

3by TOM Online Inc.

Games-Puzzle Free

4The Aquarium

by picoBrothersEntertainment $0.15 - $1.61

5 v6.0by

Utilities $0.31

6The Sims 3by Electronic Arts

Games-Strategy $1.2 - $4.31

7Hit The Roadby MSCorp

Ringtones $0.36 - $1.61

8Melody Bubbleby MSCorp

Ringtones $0.36 - $1.61

9Piano Touchby Yeni Mobile

Music $0.15 - $1.61

10Laser_Sprayby MSCorp

Ringtones $0.36 - $1.61


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HIGHEST RANKED FREE APPLICATIONSWINDOWS 7 PHONE MARKETPLACE - ASIA - MAY 2011


1by WPMind(HK)

Music & Video Free

2GPS Appby martin esmann

Navigation Free

3Send Contactby KunalGarg

Social Free

4SGElections

by AppsLah!News & Weather Free

5Flashlightby Dominik Ernst

Tools Free

6Fight the Tideby Awesomer Than Your Games

Games - Action &Adventure

Free

7Chinese SMS (HK)by AfterTaste

Tools Free

8Compass Freeby O'Callaghan

Navigation Free

9English Dictionaryby RFigueiredo

Tools Free

10by YouLoft

Tools Free


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