Smartphone App Market Monitor Vol. 5 (Q4 2011)

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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
2
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)

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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 OSOEM
application stores (1/3) Key facts and figures
of major OSOEM application stores (2/3) (2009
Q1 - 2011 Q4) Key facts and figures of major
OSOEM 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.

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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.

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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)
Source Gartner, IDC.
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XXXX shipments more than XXXX between Q3 and Q4
while all other vendors shipments increased
marginally or decreased
Global smartphone market
Number of smartphones shipped per platform (2008
Q3 2011 Q4)
Source Gartner.
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XXXX reached XX million units shipped in Q4
reached the number of XXXX devices shipped
Global smartphone market
Number of smartphones shipped per platform 2008
Q3 2011 Q4 (in million units)
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Source Gartner, Canalys.
10
XXXX, XXXX and XXXX each lost market share during
Q4
Global smartphone market
Smartphone operating systems market share by
shipments (2009 Q1 2011 Q4)
Source Gartner.
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As of Q4, XXXX and XXXX together held more than
XX of the total platform market
Global smartphone market
Smartphone operating systems market share by
shipments in 2009 Q1 2011 Q4
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Source Gartner, Canalys.
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Niche app store launches
App stores comparison
Niche app store launches by type (2011 Q4)
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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.
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Niche app store types
App stores comparison
Niche app stores by type (2011 Q4)
Base 94 niche app stores. Source
research2guidance, 2012.
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Key facts and figures of major XXXX Application
Stores (1/3)
App stores comparison
a Store operator Handmark b Unless signed 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.
Source research2guidance, 2012.
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XXXX and XXXX garner the most attention from
developers
App stores comparison
Number of applications per platform (2008 Q3
2011 Q4)
Note Dotted line indicates total number of apps
in Apple iPhone and iPad App Stores. Source
research2guidance, 2012.
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The average price of paid applications largely
falls between USXX
App stores comparison
Average displayed paid application price in
official OEMOS app stores (2009 Q4 2011 Q4)
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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). Source
research2guidance, 2012.
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The XXXX accounted for XXXX of the total
application downloads in Q4
App stores comparison
App store share of total application downloads
per period (2008 2011 Q4)

• Other Independent Stores include Handango,
  Mobango, MobiHand, Handmark, Handster and other
  Other OSOEM 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, ATT AppCenter, Sprint Digital
  Lounge, web2go, Telefonica mStore, SK T-store, KT
  Show App Store, TelstraOne Experience, Optus App
  Store, Airtel AppCentral and other.

Source research2guidance, 2012.
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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)
Source research2guidance, 2012.
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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)
Source research2guidance, 2012.
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