Smartphone app market monitor vol.5 q4 2011 preview v4 slideshire

SMARTPHONE APP
MARKET MONITOR
THE EVOLUTION OF THE APP MARKET: 2010 TO 2011
DAY OF UPDATE: 26TH OF MARCH 2012
VOLUME 5

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© research2guidance | March2012

Contents (1/3)

SMARTPHONE MARKET MONITOR: Q4 UPDATE AND A COMPARATIVE LOOK AT 2010 and 2011
Global smartphone market (penetration, market shares and shipments)
Smartphone share of global mobile device shipments (2007 Q1 - 2011 Q4)
Number of Smartphones shipped per platform (2008 Q3 - 2011 Q4)
Market share smartphone operating systems by shipments (2009 Q1 - 2011 Q4)
Number of Smartphones (in millions) shipped per platform (2008 Q3 - 2011 Q4)
Smartphone operating systems’ market share by shipments (2009 Q1 - 2011 Q4)
Growth in total mobile sales and total smartphone sales (2010 to 2011)
Smartphone market share by manufacturer (2010 to 2011)
Global smartphone sales to end users by OS (2010 to 2011)

App store performance benchmarking
New app store launches (2000 - 2011 Q4)
Number of smartphone application stores (2007 - 2011 Q4)
Number of applications published in marketplaces (2007 - 2011 Q4)
Number of applications per platform (2008 Q3 - 2011 Q4)
Number of applications per platform in smaller stores (2008 Q3 - 2011 Q4)
Newly added applications per platform (2008 Q3 - 2011 Q4)
Newly added applications per platform in smaller stores (2009 Q2 - 2011 Q4)
Developer interest vs. Platform market share (Q4 2011)
Average displayed paid application price in official OEM&OS application stores (2009 Q4 - 2011 Q4)
Average displayed paid application price in official OEM&OS application stores (2009 Q4 - 2011 Q4)
Average total daily downloads per application store (in millions) (2009 Q4 - 2011 Q4)
Average total daily downloads in smaller stores (in millions) (2009 Q4 - 2011 Q4)
Average total daily downloads per application store (in millions) (2009 Q4 - 2011 Q4)

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© research2guidance | March 2012 Smartphone App Market Monitor

Contents (2/3)

App store performance benchmarking (continued)
Average daily downloads per app (2009 Q4 - 2011 Q4)
Average daily downloads per app (2009 Q4 - 2011 Q4)
Application store share of total application downloads per period (2008 - 2011 Q4)
Number of apps per category, new adds and growth rates (apple app store) (2010 Q4 - 2011 Q4)
Number of apps per category, new adds and growth rates (android market) (2010 Q4 - 2011 Q4)
Number of apps per category, new adds and growth rates (blackberry app world) (2010 Q4 - 2011 Q4)
App store race closures and slow downs
Top ten apple app store categories (Q4 2010 AND Q4 2011)
Top ten apple android store categories (Q4 2010 AND Q4 2011)
Top ten blackberry app store categories (Q4 2010 AND Q4 2011)

DETAILED APP STORE FACTS AND FIGURES (2009 Q1 - 2011 Q4)
Application stores list (2011 Q4)
Key facts and figures of major OS&OEM application stores (1/3)
Key facts and figures of major OS&OEM application stores (2/3) (2009 Q1 - 2011 Q4)
Key facts and figures of major OS&OEM application stores (3/3) (2009 Q1 - 2011 Q4)
Key facts and figures of major independent full-catalogue stores (1/2)
Key facts and figures of major independent full-catalogue stores (2/2)
MNO application stores monitor: key facts and figures (1/2)
MNO application stores monitor: key facts and figures (2/2)
Niche stores classification (2011 Q4)
Niche app store launches by type (1999 - 2011)
Niche stores by type (2011 Q4)

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Contents (3/3)

SMARTPHONE APPLICATIONS MARKET SIZE
Installed base of application shoppers* (in millions) (2007 - 2011 Q4)
Total smartphone application downloads (in millions) (2007 - 2011 Q4)
Paid smartphone application download revenue (in million USD) (2007 - 2011 Q4)
Installed base of application shoppers by device type (2010 and 2011)
Paid smartphone application download revenue market share by store type (2010 and 2011)
Total app downloads (2010 to 2011 quarter comparison)

OVERVIEW: TRENDS 2011
Smartphone shipment comparison per quarter for Android, Symbian and iOS (2010 and 2011)

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Preview slides

The following slides are a preview of the report.
Please purchase for full content.


5

The concept behind the “Smartphone App Market Monitor”

• This is the fifth volume of the “Smartphone App Market Monitor”, which acts as a comprehensive
source of information on the Smartphone app market.
• This volume provides Q4 2011 market information as well as an in-depth look at the changes which
occurred in the Smartphone app market between 2010 to 2011.
• To keep pace with the latest trends, amend and revise forecasts as well as inform readers about key
topics, this report is updated and extended every quarter.
• Vol. 1 of the “Smartphone App Market Monitor” featured a special interest chapter on Smartphone
user demographics, app downloads and usage habits; Vol. 2 looked at the media tablets market; Vol.
3 introduced mobile retail; and, Vol. 4 overviewed the emerging mobile payments market. These
special insight chapters can be acquired separately on request.
• By using, comparing and evaluating different sources on the mobile market the “Smartphone App
Market Monitor”, provides a range of analyses and surveys which would allow any app publisher to
get a detailed view on the market and enable informed business decisions.
• As the market monitor is designed to support internal discussions and business decisions, content is
presented as much as possible in graphs and tables.


6

Nearly XX out of XX mobile devices shipped was a smartphone
Global smartphone market
Smartphone share of global mobile device shipments (2007 Q1 – 2011 Q4)

Share of total mobile
device shipments

xx%

xx%
xx%
xx%

xx% xx% xx%
xx%
xx%
xx% xx%
xx%
xx% xx%
xx% xx% xx% xx%
xx% xx%

Source: Gartner, IDC.
7

XXXX shipments more than XXXX between Q3 and Q4 – while all
other vendors’ shipments increased marginally or decreased
Number of smartphones shipped per platform (2008 Q3 – 2011 Q4)

Devices shipped per
quarter (in millions)

Source: Gartner.
8

XXXX reached XX million units shipped in Q4 – reached the number
of XXXX devices shipped
Number of smartphones shipped per platform 2008 Q3 – 2011 Q4 (in million units)

2008 Q4 2009 Q1 2009 Q2 2009 Q3 2009 Q4 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2 2011 Q3 2011 Q4
Android xx xx xx xx xx xx xx xx xx xx xx xx xx

Symbian xx xx xx xx xx xx xx xx xx xx xx xx xx

iOS xx xx xx xx xx xx xx xx xx xx xx xx xx

RIM xx xx xx xx xx xx xx xx xx xx xx xx xx

Windows xx xx xx xx xx xx xx xx xx xx xx xx xx
Phone
Other xx xx xx xx xx xx xx xx xx xx xx xx xx

Source: Gartner, Canalys.
9

XXXX, XXXX and XXXX each lost market share during Q4
Smartphone operating systems’ market share by shipments (2009 Q1 – 2011 Q4)

Shipment share
by platform

2009 Q1 2009 Q2 2009 Q3 2009 Q4 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2 2011 Q3 2011 Q4

Source: Gartner.
10

As of Q4, XXXX and XXXX together held more than XX % of the total
platform market
Smartphone operating systems’ market share by shipments in 2009 Q1 – 2011 Q4

2009 Q1 2009 Q2 2009 Q3 2009 Q4 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2 2011 Q3 2011 Q4
Android xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx%

Symbian xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx%

iOS xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx%

RIM xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx%

Windows
xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx%
Phone
Other xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx%


Source: Gartner, Canalys.
11

Niche app store launches
App stores comparison
Niche app store launches by type (2011 Q4)

Number of stores
1999-2007 2008 2009 2010 2011


Note: Classified by primary objective. E.g. Many category-specific stores also concentrate on particular platforms and aggregate content. Based on
sample of 94 stores.
Source: research2guidance, 2012.
12

Niche app store types
Niche app stores by type (2011 Q4)

Base: 94 niche app stores.
13

Key facts and figures of major XXXX Application Stores (1/3)
Device Manufacturers and Mobile OS Providers
Logo

Store name Apple Android Samsung BlackBerry Nokia Palm LG World PlayNow Windows Windows
General App Store Market Appsa App World Ovi Store App Catalog Arenaa Marketplace for Phone
information Mobilec Marketplace
Profile
 $  $  $  $ $  $ $ $  $  $
Launch xx xx xx Apr-09 May-09 Jun-09 Jul-09 Aug-09 Closed xx
xx

On deck store xx xx xx xx xx xx xx Web-based Pre-installed, xx
downloadable
Target xx xx xx xx xx xx xx Windows Windows xx
platforms Mobile, Symbian, Mobile 6.x
Customer
SE Proprietary,
Interface
Java
Payment xx xx xx xx xx xx xx Credit card, Credit card, xx
options operator billing operator billing

Developer xx xx xx xx xx xx xx SE Developer MSDN xx
portal World

SDK xx xx xx xx xx xx xx Yes Yes xx
SDK license fee xx xx xx xx xx xx xx $0 $99 p.a. xx
Developer
App xx xx xx xx xx xx xx $0 $0 xx
Interface
submission fee

Control on app xx xx xx xx xx xx xx Low Moderate xx
submission
Developer xx xx xx xx xx xx xx 70% 70% xx
revenue share
$1

a Storeoperator – Handmark
b Unlesssigned up for an open source developer membership, which waves these submission and SDK fees
c The web-version of Windows Mobile 6.x Marketplace was discontinued on July 15th, 2011. Apps still available through downloadable app store application.

Matches Apple App Store model Differs from Apple App Store model Supports only SP Supports FP and SP
 Provides only applications Provides apps, ringtones, etc. $ Paid and/or free applications X
$ Only free applications
14

XXXX and XXXX garner the most attention from developers
Number of applications per platform (2008 Q3 – 2011 Q4)

Number
of apps

Note: Dotted line indicates total number of apps in Apple iPhone and iPad App Stores.
15

The average price of paid applications largely falls between US$XX
Average displayed paid application price in official OEM&OS app stores (2009 Q4 – 2011 Q4)

2009 Q1 2009 Q2 2009 Q3 2009 Q4 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2 2011 Q3 2011 Q4
BlackBerry
Symbian
Android
Palm
iOS (Apple)

Note: (*)Previously average price was counted on a general Top 1,000 apps. In Q3 2011 BlackBerry has separated the lists of Applications, Games and Themes,
thus the price for Q3 2011 was counted taking into account only Top1000 Applications (Games and Themes excluded).
16

The XXXX accounted for XXXX of the total application downloads in
Q4
App store share of total application downloads per period (2008 – 2011 Q4)

xxxx xxxx xxxx

xxxx xxxx xxxx

xxxx xxxx xxxx

2008 2009 2010 HY1 2010 HY2 2011 Q1 2011 Q2 2011 Q3 2011 Q4
Other Independent Stores include: Handango, Mobango, MobiHand, Handmark, Handster and other; Other OS&OEM include: Windows Market Place, Samsung Apps,
Palm App Catalog, Play Now Arena, LG Application Store and other; MNO stores include: Vodafone 360, O2 Litmus Store, China Mobile Market, Verizon Media Store,
Orange Application Shop, AT&T AppCenter, Sprint Digital Lounge, web2go, Telefonica mStore, SK T-store, KT Show App Store, TelstraOne Experience, Optus App Store,
Airtel AppCentral and other.

17

Total revenue spent on paid app downloads reached US$ xx billion
in Q4 – a xx% increase over 2010
Smartphone applications market
Paid smartphone application download revenue (in million USD) (2007 – 2011)

2007 2008 2009 2010 2011

18

Quarterly downloads numbers were XX times greater on average in
2011 than in 2010
2010 and 2011 market comparison
Total app downloads (2010 and 2011 quarter-by-quarter comparison)

Number of downloads
(in millions)

Q1 Q2 Q3 Q4
2010 2011
19

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