smartphone app market monitor

Smartphone App Market Monitor Stay updatedDay of update: 22th of February 2011Version 1

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2© research2guidance Smartphone App Market Monitoring

The concept behind the “Smartphone App Market Monitor”

• This first version of the „Smartphone App Market Monitor“ acts as a comprehensive source of information on the smartphone app market

• 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 show a dynamic which was not seen before in the mobile world. Therefore the market monitor will be 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. In addition all graphs and tables can be also downloaded as a PowerPoint for easy usage in your presentations.

• All facts are presented in graphs and tables to make a key tool for any app publisher, app developer, app store and platform owner

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Contents (1/3)Global smartphone market (penetration, market shares and regions)

Smartphone share of global mobile device shipments (1Q07 to 4Q10)Smartphone penetration by countrySmartphone operating systems’ market share by shipments in 2009-2010Number of smartphones shipped per platform 2008-2010Smartphone platforms’ market share of in-app and mobile web add impressions in 2008-2010Global platform shares by ownership and activity (mobile web browsing and add impressions)Smartphone penetration and platform shares by region as of 2010 (based on activity defined as mobile web browsing and ad impressions)

Smartphone user demographics and platform preferencesSmartphone users by gender and ageSmartphone users by gender and platformSmartphone users by age and platformNew-buyers device preferencesSmartphone owners’ satisfaction with their OS

Smartphone application downloads and usageShare of mobile/smartphone subscribers who used downloaded applicationsTime spent on apps by gender and ageAverage number of application user has downloaded on smartphone 2008-2010Number of applications downloaded during life of phone Application performance: comparison of usage loyalty and downloads (per category)Main app discovery metods

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Contents (2/3)App store comparison (key trends and figures)

Application stores classification (EoY 2010)Store comparison: OEM Application Stores (Key Facts)Store comparison: OEM Application Stores (Key Figures) (EoY 2010)Store Comparison: OS Application Stores (Key Facts)Store comparison: OS Application Stores (Key Figures) (EoY 2010)Store comparison: MNO Application Stores (Key Facts)Store comparison: MNO Application Stores (Key Figures) (EoY 2010)Store comparison: Full-Catalogue Independent Stores (Key Facts) Store comparison: Full-catalogue Independent Stores (Key Figures) (EoY 2010)Publisher Revenue Share in Major Application Stores

Platform business potential for app developersBusiness potential of mobile app platforms based on results of global application developer surveyMobile app platforms for which publishers are developing/plan to developNumber of applications per platform 7/08 to 11/2010Change in number of apps during 2010New-adds of applications per platform 3Q/09 to 4Q/10Average cumulated application downloads per application Store (EOY 2010)Share of total apps and top100 apps by category (Apple App Store) (EoY 2010)Share of total apps and top100 apps by category (Android Market) (EoY 2010)Share of total apps and top100 apps by category (BlackBerry AppWorld) (EoY 2010)Share of total apps and top100 apps by category (Ovi Store) (EoY 2010)Share of total apps and top100 apps by category (Windows Marketplace for Mobile) (EoY 2010)Share of total apps and top100 apps by category (Palm App Catalog)





Contents (3/3)

Smartphone application market: current status and forecastSmartphone application store launches in 2007-2010Number of smartphone application Stores (2007 – 2010)Number of applications published on market places (2007-2010)Application store shares of total application downloads EOY 2010Change in average paid application price per platform during 2010 Smartphone applications market size (2007-2010).Growth of application downloads number (paid and free) and installed base of application shoppers (2007-2010)

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Some countries have a smartphone penetration of more than xx%

Note eMarketer numbers are estimates based on various sources, whereas comScore, Nielsen, Exact Target, Initiative and mobileSQUARED are survey results, therefore we see significant differences in estimates.Sources: [1] comScore (i), [3] The Nielsen Company (i, v, vii), [4] eMarketer, [6] Initiative, [11] mobileSQUARED (ii), [12] ExactTarget, [14] Telenor, [15]Reuters (TAC), [16] TeliaSonera, [17] Adzookie

Smartphone penetration by country

Se-ries

1

...…

Country 3Country 2Country 1

20092010





Smartphone market: Newcomers Apple and Android won almost xx% market share in only two years

Source: [2] Gartner

Smartphone operating systems’ market share by shipments in 2009-2010

1Q09 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 4Q10

Shipments share by platform





Smartphone ownership and activity market share vary significantly between platforms

Sources: [1] comScore (i), [18] AdMob, [19] inMobi, [22] GlobalStats, [20] Canalys, [2] Gartner, [21] IDC

Global platform shares by ownership and activity (mobile web browsing and add impressions)

Ownership

Activity

IDC 2010

Gartner 4Q 2010

Canalys Q4 2010

GlobalStats Q4 2010

inMobi July 2010

AdMob May 2010





Smartphone platform market shares per region

Sources: AdMob

Platform shares by region as of 2010 (based on activity defined as mobile web browsing and ad impressions)

Global





A typical smartphone user is a xx year old man

Sources: [1] comScore (ii), [3] The Nielsen Company (viii), [24] Yates.com, [12] Exact Target, [19] IHL Group

Smartphone users by gender Smartphone users by age

[24]

[3]

[12]

Male Female

[19]

[12]

[1]

[3]





Smartphone owners are xx times more active app users compared to the average

Sources: [1] comScore Inc, [3] The Nielsen Company (I, v, vi)

Share of total mobile subscribers who used a downloaded application

Share of smartphone owners who used a downloaded application

Factor x5

[1] [3]

Platform 1

Platform 2

Platform 3

Platform 4

Platform 5

[1] [2]





Average number of application user has downloaded on smartphone 2008-2010

Sources: [3] The Nielsen Company (ii, vi). [5] Compete (i), [6] Initiative, [7] MobClix (ii,iii), [9] GFI Group

2008 [5]

2009 [5]

2009 [3]

2010 [6]

2010 [7]

2010 [3]

Average number of application user has downloaded on smartphone 2008-2010

2008 [5]

2009 [9]

2009 [5]

2009 [3]

2010 [6]

2010 [7]

2010 [3]

2009 [9]

2009 [3]

2010 [7]

2010 [3]

2009 [9] 2009 [3] 2009 [3]2009 [9] 2009 [3] 2010 [3]





App comparison: usage loyalty versus download popularity

* Popularity is determined by share of users who claim to have downloaded an application from a category.** Loyalty is defined as share of users who still used an application 90 days after downloading it.Sources: [5] Compete, Smartphone Intelligence, Q3 2008. [8] Flurry Smartphone Industry Pulse, Q3 2009

App loyalty vs. downloads (per category)

Loyalty**

Popularity*

Category A

Category B





Device Manufacturers

General information

Logo

Store name Apple App Store

Samsung Appsa BlackBerry App World

Nokia Ovi Store

Palm App Catalog

Application Store

PlayNow Arena

Motorola SHOP4APPS

Profile $ $ $ $ $ $ $ $Launch Jul-08 Sep-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Jan-2010

Customer Interface

On deck store

Payment

Developer Interface

Software development kit

Developer portal

Control on app submission

Content and device focus

Content available

Target platforms

Target devices

Store comparison: OEM Application Stores (Key Facts)

a Store operator – Handmark

Matches Apple App Store model Differs from Apple App Store model Supports only smartphones Supports feature phones and smartphones

Provides only applications Provides apps, ringtones, etc. $ Paid and/or free applications Only free applicationsX$





Change in Number of Apps in 14 major app stores during 2010

As of December 2010.Source: research2guidance

0

10,000

20,000

30,000

40,000

0%

200%

400%

600%

800%

1000%

1200%

xxx

100,000

150,000

200,000

1300%

1400%

1500%

Change in Number of Apps Change in %

Average growth of apps per store Growth rate of apps per store Absolute growth of apps per store

Change in Number of Apps during 2010





Apple App Store: Competition level per app category

Category 1

Category 2

Category 3

Category 4

Category 5

Category 6

Category 7

Category 8

Category 9

Category 10

Category 11

Category 12

Category 13

Category 14

Category 15

Category 16

Category 17

Category 18

Category 19

Category 20

Share of apps Share of Top 100

Comment: Games comprise 66% of top 200 apps and are not included in this comparison. Source: research2guidance, distimo

Share of total apps and top100 apps by category on Apple App Store (EoY 2010)

+xx%

+xx% Fastest growing categories in 2010

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Change in Average Paid Application Price per Platform during 2010

Average price calculation per platform is based on the following stores: Apple App Store, BlackBerry App World, Android Market, Windows Marketplace, Nokia Ovi Store, Palm App Catalog, Handango, MobiHand, PocketGear, Handmark, Handango, and other.Source: research2guidance

Change in Average Paid Application Price per Platform during 2010

Platform

Average price EoY 2009Original / Independent stores Change in average price per platform

Average price EoY 2010Original / Independent stores

Platform 1 $xx / $xx $xx / $xx

Platform 2

Platform 3

Platform 4

Platform 5

Platform 6 Series3OEM, OS stores





The addressable market for apps reached xxx million users in 2010

Source: research2guidance.

Installed User Base(in millions)

Total Downloads of Free and Paid Apps(in millions)

Growth of Application Downloads Number (Paid and Free) and Installed Base of Application Shoppers (2007-2010)





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smartphone app market monitor

Technology

smartphone application

application store eoy

app publisher

number of apps

market shares

share of total apps

top100 apps

category apple app store