Smartphone App Market

Monitor
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Day of update: 22th of February 2011
Version 1
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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
© research2guidance Smartphone App Market Monitoring 2
Contents (1/3)
Global smartphone market (penetration, market shares and regions)
Smartphone share of global mobile device shipments (1Q07 to 4Q10)
Smartphone penetration by country
Smartphone operating systems’ market share by shipments in 2009-2010
Number of smartphones shipped per platform 2008-2010
Smartphone platforms’ market share of in-app and mobile web add impressions in 2008-2010
Global 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 preferences
Smartphone users by gender and age
Smartphone users by gender and platform
Smartphone users by age and platform
New-buyers device preferences
Smartphone owners’ satisfaction with their OS
Smartphone application downloads and usage
Share of mobile/smartphone subscribers who used downloaded applications
Time spent on apps by gender and age
Average number of application user has downloaded on smartphone 2008-2010
Number 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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© research2guidance Smartphone App Market Monitoring 3

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 developers
Business potential of mobile app platforms based on results of global application developer survey
Mobile app platforms for which publishers are developing/plan to develop
Number of applications per platform 7/08 to 11/2010 Preview only. Download full report here:
Change in number of apps during 2010 http://www.research2guidance.com/shop/index.php/smartphone-
New-adds of applications per platform 3Q/09 to 4Q/10 app-market-monitor
Average 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)

© research2guidance Smartphone App Market Monitoring 4

Contents (3/3)
Smartphone application market: current status and forecast
Smartphone application store launches in 2007-2010
Number of smartphone application Stores (2007 – 2010)
Number of applications published on market places (2007-2010)
Application store shares of total application downloads EOY 2010
Change 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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report. The information shown is limited.
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© research2guidance Smartphone App Market Monitoring 5

Some countries have a smartphone penetration of more than xx%

Smartphone penetration by country

Country 1
Country 2
Country 3
…
..
.

2009
2010

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

© research2guidance Smartphone App Market Monitoring 6

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

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

Shipments share by
platform

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

Source: [2] Gartner

© research2guidance Smartphone App Market Monitoring 7

Smartphone ownership and activity market share vary significantly
between platforms

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

AdMob May 2010

Activity inMobi July 2010

GlobalStats Q4 2010

Canalys Q4 2010

Ownership Gartner 4Q 2010

IDC 2010

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

© research2guidance Smartphone App Market Monitoring 8

Smartphone platform market shares per region

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

Global

Sources: AdMob

© research2guidance Smartphone App Market Monitoring 9

A typical smartphone user is a xx year old man

Smartphone users by gender Smartphone users by age

Male Female

[3]
[12]

[1]

[3]

[12]

[24]
[19]

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

© research2guidance Smartphone App Market Monitoring 10

Smartphone owners are xx times more active app users compared
to the average
Share of total mobile subscribers who used a Share of smartphone owners who used a
downloaded application downloaded application
[1] [2]

[1] [3]

Factor x5
Country…
Country…
Country…
Country…
Country…
Country…
Country 1
Country 2
Country 3
Country 4
Country 5
Country 6
Country 7
Country 8
Country 9

Platform Platform Platform Platform Platform

1 2 3 4 5

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

© research2guidance Smartphone App Market Monitoring 11

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

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

2008 2009 2009 2010 2010 2010 2008 2009 2009 2009 2010 2010 2010 2009 2009 2010 2010
[5] [5] [3] [6] [7] [3] [5] [9] [5] [3] [6] [7] [3] [9] [3] [7] [3]

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

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

© research2guidance Smartphone App Market Monitoring 12

App comparison: usage loyalty versus download popularity

App loyalty vs. downloads (per category)

Popularity*

Category A

Category B

Loyalty**

* 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

© research2guidance Smartphone App Market Monitoring 13

Store comparison: OEM Application Stores (Key Facts)
Device Manufacturers

Logo

Store name Apple App Samsung Appsa BlackBerry Nokia Palm Application PlayNow Motorola
General SHOP4APPS
information Store App World Ovi Store App Catalog Store Arena

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

On deck store
Customer
Interface Payment

Software development kit

Developer portal
Developer
Interface
Control on app submission

Content available
Target platforms
Content and
device focus Target devices

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 X$ Only free applications

a Store operator – Handmark

Source: research2guidance

© research2guidance Smartphone App Market Monitoring 14

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

Change in Number of Apps Change in %

200,000 1500%

150,000 1400%

100,000 1300%
1200%

40,000
1000%
xxx

30,000 800%

600%
20,000

400%

10,000
200%

0 0%

As of December 2010. Average growth of apps per store Growth rate of apps per store Absolute growth of apps per store
Source: research2guidance

© research2guidance Smartphone App Market Monitoring 15

Apple App Store: Competition level per app category

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

+xx%

Share of apps Share of Top 100 +xx% Fastest growing categories in 2010
Comment: Games comprise 66% of top 200 apps and are not included in this comparison.
Source: research2guidance, distimo

© research2guidance Smartphone App Market Monitoring 16

Change in Average Paid Application Price per Platform during 2010

Change in Average Paid Application Price per Platform during 2010

Average price Average price

EoY 2009 EoY 2010
Original / Independent Original /
Platform stores Change in average price per platform Independent stores

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

Platform 2

Platform 3

Platform 4

Platform 5

Independent stores
Platform 6 OEM, OS stores

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

© research2guidance Smartphone App Market Monitoring 17

The addressable market for apps reached xxx million users in 2010

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

Total Downloads of Free and Paid Apps Installed User Base

(in millions) (in millions)

Source: research2guidance.

© research2guidance Smartphone App Market Monitoring 18

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© research2guidance Smartphone App Market Monitoring 19