distimo publication june 2011
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Distimo was founded to solve the challenges created by a widely fragmented app store marketplace filled
with equally fragmented information and statistics.
Distimo was launched shortly after the introduction of the first app store. App stores have clearly shown
since that time that they are the way forward for content distribution. The app store model offers an
enormous opportunity for developers to get their content out and dramatically improves content discovery
by consumers. However, the mobile market has long been characterized by fragmentation, which is
also displayed in the wide range of mobile application stores that were launched from 2009 on.
Distimo is a privately held company based in Utrecht, The Netherlands. Learn more: www.distimo.com
App Distribution Becomes A Global GameThe Shift Of Power And Impact For Developers
By Gert Jan Spriensma, Analyst at Distimo
Distimo 2011, some rights reserved
Apple App Store for iPad
Apple App Store for iPhone
Apple Mac App Store
BlackBerry App World
GetJar
Google Android Market
Nokia Ovi Store
Palm App Catalog
Windows Phone 7 Marketplace
IPAD
IPHONE
MAC
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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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Distimo 2011, some rights reserved.All trademarks are the property of their respective owners.
Uganda United States
The download volume in the top 300 most popular applications is depicted in the
world map above on a logarithmic scale from dark blue to pink with pink representing
the highest number of downloads. The largest country is the United States while the
smallest country is Uganda. Asia played catch-up during the last year as shown by the
pink spots in the world map, next to North America and Europe. The download volume
in China grew significantly every month during the last few months, while the volumes
in other countries such as India and Thailand were up by 27% and 40% since December
2010, respectively.
The download volume in South Korea is most remarkable. It is higher than in larger
countries like Germany and France. Compared to Japan and China which both have
larger populations, the high download volume in South Korea stands out even more.
Additionally, many of the most popular applications in all other countries are Games
which are not available in South Korea. This means that not only are all of the applications
downloads already higher than expected in South Korea, but that all of the downloads
can be attributed to non-Games categories. This makes South Korea a particularly
interesting country for non-Games publishers and developers to target.
IPHONE APPLICATIONS HIT THE ASIAN MASSES
Most developers attention is currently focused at North America and Europe, but this
month we show that it may be time for iPhone developers to reconsider Asia. Although
the United States has been and still is by far the largest market, China recently becamethe second largest market in terms of total download volume. Furthermore, when looking
at Asia a surge in volume could be observed while concurrently download volumes in
France and Germany have declined since December.
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Distimo 2011, some rights reserved.All trademarks are the property of their respective owners.
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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79%
34%
27%
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
5 for 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
10100 corbiscollection by 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
Rank Application Category Price
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
- this application features in-app purchases
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HIGHEST RANKED FREE APPLICATIONSAPPLE APP STORE FOR IPHONE - ASIA - MAY 2011
Rank Application Category Price
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
- this application features in-app purchases
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Rank Application Category Price
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
- this application features in-app purchases
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
Rank Application Category Price
1AppDown - Apps - I 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
Rank Application Category Price
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 APPLICATIONSGETJAR JAVA - ASIA - MAY 2011
Rank Application Category Price
1Axe Googlyby TechShastra India Private Limited
- Free
2Facebook Chatby MailBit LTD - Free
3Kamus Lengkap Proby Condetsoft - Free
4Windows Live Hotmail
by -Free
5UC Browser Indonesianby UC Mobile - Free
6Kamus Bahasa Inggris Indonesiaby EuroAsia Communications Pte Ltd - Free
7HideMeby - Free
8Mobile Number Tracer V1by KillerMobi - Free
9Vringo Hungama video ringtonesby Vringo - Free
10Shorthand SMS Browser (India)by Shorthand Mobile Inc - Free
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HIGHEST RANKED FREE APPLICATIONSGETJAR SYMBIAN S60 - ASIA - MAY 2011
Rank Application Category Price
1Facebook Chatby MailBit LTD
- Free
2Axe Googlyby TechShastra India Private Limited - Free
3Windows Live Hotmailby - Free
4Mobile Number Tracer V1
by KillerMobi -Free
5Kamus Lengkap Proby Condetsoft - Free
6UC Browser Indonesianby UC Mobile - Free
7Galaxyby Mobstudio - Free
8Kamus Bahasa Inggris Indonesiaby EuroAsia Communications Pte Ltd - Free
9Mobile Quran Tajwid Indonesiaby - Free
10Vringo Hungama video ringtonesby Vringo - Free
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HIGHEST RANKED FREE APPLICATIONSGOOGLE ANDROID MARKET - ASIA - MAY 2011
Rank Application Category Price
1Gallery 3Dby Rayman50
Media & Video,Widgets
Free
2WebMD for Androidby WebMD, LLC
Health & Fitness Free
3 by 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
Rank Application Category Price
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
Rank Application Category Price
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
Rank Application Category Price
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
Rank Application Category Price
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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HIGHEST RANKED PAID APPLICATIONSWINDOWS 7 PHONE MARKETPLACE - ASIA - MAY 2011
Rank Application Category Price
1T-10 Cricket Gameby MeU Games
Games - Sports &Racing
$1.56 - $2.82
2Chinese Stroke Inputby kesteve production
Tools $1.22 - $1.28
3Who Wants To Be A Millionaireby Glu
Games - Puzzle &Trivia
$6.46
4
by Panda7Tools $1.56 - $1.61
5i.Game 16 Mahjongby Webi & Neti Internet Services Inc.
Games - Card &Casino
$1.22 - $1.28
6Contacts Groupby Chris Ismael
Productivity $1.56 - $1.61
7Easy File Hubby
Productivity $1.22 - $1.28
8Chinese SMSby StudyHost.com
Tools $1.22 - $1.28
9National Geographic World Atlasby National Geographic
Books & Reference $2.45 - $4.03
10Eggsby Pavan Bhattad
Games - Board &Classic, etc
$1.22 - $1.28
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DISTIMO CUSTOM REPORTS
CONTACT US
ABOUT DISTIMO
Aside from this free monthly publication, Distimo produces custom reports capableof providing specific mobile application store analytics that are relevant to your
company. Custom reports are currently available for any country worldwide for the
Apple App Store for iPhone, Apple App Store for iPad, Apple Mac App Store, BlackBerry
App World, Google Android Market, Nokia Ovi Store, Palm App Catalog, Windows
Phone 7 Marketplace. Additional application stores will be available in the coming
months. To get a better idea of the type of data and metrics that Distimo can provide,
please visit our Report product page.
For sales enquiries, please contact Remco van den Elzen, VP Business Development at
[email protected] or call +31 64 497 8773. For press enquiries please contact
Mindy M. Hull at [email protected] or call +31 62 504 7680 (EU) or
+1 415 889 9977 (USA).
Distimo was founded to solve the challenges created by a widely fragmented app store
marketplace filled with equally fragmented information and statistics.
Distimo was launched shortly after the introduction of the first app store. App stores
have clearly shown since that time that they are the way forward for content distribution.
The app store model offers an enormous opportunity for developers to get their content
out and dramatically improves content discovery by consumers. However, the mobile
market has long been characterized by fragmentation, which is also displayed in the
wide range of mobile application stores that were launched from 2009 on.
Distimo is a privately held company based in Utrecht, The Netherlands. Learn more:
www.distimo.com
Disclaimer
This work is licensed under Creative Commons License Attribution Noncommercial-Share Alike 3.0
Netherlands. This license is available for download at http://creativecommons.org/licenses/by-nc-sa/3.0/nl/.
This license ables you to use, copy, spread, and build upon this work non-commercially, as long as you credit
Distimo and license your new creations under the identical terms.