Mobile Health Market Report 2010-2015

The Impact of Smartphone Applications

on the Mobile Health Industry

11th of November 2010

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Table of Contents

1 Preface ................................................................................................................................ 3
2 Management Summary ...................................................................................................... 4
3 Comparison of Traditional and New mHealth Market Models (Scope of the Report) ....... 6
4 The impact of the New Market Model on mHealth ........................................................... 9
4.1 The Appearance of the New Mobile Application Market Model............................... 9
4.2 Market Changes that impact the mHealth Market .................................................. 12
4.3 Technology Features That Enable mHealth Solutions ............................................. 17
5 The Smartphone Application Market Phenomenon ......................................................... 20
5.1 The Increasing number of Applications and App Stores .......................................... 20
5.2 The Growth of in the number of Smartphone Devices and Mobile Platforms ........ 23
5.3 The Decline in Application Prices on Mobile Platforms and App Stores ................. 25
5.4 Market Shares and Growth of Application Market Revenue................................... 27
6 Status of the Mobile Health Application Market .............................................................. 29
7 The Smartphone mHealth Applications Landscape .......................................................... 36
7.1 General Healthcare & Fitness................................................................................... 39
7.1.1 Health Tracking Tools ........................................................................................... 40
7.1.2 Managing Medical Conditions.............................................................................. 42
7.1.3 Medication Compliance ....................................................................................... 43
7.1.4 Fitness and Nutrition Applications ....................................................................... 44
7.2 Medical Information................................................................................................. 46
7.2.1 Diagnostic Tools ................................................................................................... 46
7.2.2 Medical Reference ............................................................................................... 49
7.2.3 Continuing Medical Education (CME) .................................................................. 51
7.2.4 Alerts and Awareness ........................................................................................... 52
7.3 Remote Consultation and Monitoring ..................................................................... 53
7.3.1 Remote Monitoring .............................................................................................. 54
7.3.2 Remote Consultation/Collaboration .................................................................... 55
7.3.3 Emergency ............................................................................................................ 56
7.4 Healthcare Management ......................................................................................... 57
7.4.1 Logistical Support ................................................................................................. 58
7.4.2 Patients’ Health Records ...................................................................................... 59
8 Mobile Health Players ....................................................................................................... 61
8.1 Typical mHealth Smartphone Application Developers ............................................ 61
8.2 Overview of the mHealth Activities of Traditional
Healthcare and Technology Players ......................................................................... 63
9 The mHealth Market Trends and Drivers ......................................................................... 66
9.1 Drivers of Growth in the Smartphone Application Market...................................... 67
9.2 Key Market Trends That Will Shape the Smartphone
Application Market Until 2015 ................................................................................. 68
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 9.2.1 Business Model Trends: Paid Downloads vs. Alternative Revenue Sources........ 68
9.2.2 Application Technology Trends: Native versus Web-based Applications ............ 69
9.2.3 Platform Dominance: End-to-End vs. Horizontal Platforms ................................ 70
9.2.4 Smartphone Application Store Market Structure: Oligopoly vs. Competition .... 71
9.2.5 Content: Global Versus Regional/Local Applications ........................................... 73
9.3 mHealth Market Trends ........................................................................................... 73
9.3.1 Buyers Will Continue to Drive the Market ........................................................... 74
9.3.2 Applications Will Enter Traditional Health Distribution Channels ....................... 75
9.3.3 mDevice Differentiation Will Become Big Again .................................................. 76
9.3.4 Smartphone Penetration Rate Will Determine the Dominant mHealth Market
Model of a Country .............................................................................................. 76
9.3.5 2nd Generation mHealth Applications Will Focus on Chronic Diseases ............... 77
9.3.6 mHealth Business Models Will Broaden .............................................................. 78
10 The Size of the mHealth Market 2010-2015 ..................................................................... 81
11 Appendix ........................................................................................................................... 88
11.1 About research2guidance ........................................................................................ 88
11.2 List of Figures............................................................................................................ 89
11.3 List of Tables ............................................................................................................. 90

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Mobile Health Market Report 2010-2015 Preface

1 Preface

research2guidance is a specialist research organization that focuses on providing insights

into mobile market developments. Our aspiration is to provide business leaders with a fact-
base and guidance that will assist them in better understanding the most important trends
shaping mobile markets today.

This report concentrates on the mobile health (mHealth) market, examining the impact of
emerging trends and developments on the market.

To access additional research documents on the smartphone applications market, please

visit www.research2guidance.com. research2guidance offers different content and format
options to provide you with the information that you need.

A. Reports: Our reports explore the major trends and developments affecting the
analyzed market in detail. Separate research papers cover both the entire market, as
well as concentrating on specific parts of the market. The reports contain key insights
for companies looking to enter or deepen their engagement in the mobile
applications market, providing data and analysis on all relevant aspects of the market
to ease investment decision-making.
B. Ready-to-use results (1-10 Power Point pages): Take advantage of our broad
selection of Power Point presentation slides by selecting specific content that can
easily be downloaded and incorporated into your presentations.
C. Research projects: Projects are tailored specifically to address your mobile
application market information needs. Examples of projects include: developer
surveys, mobile application strategy definition, and competitor and country analysis.

As with all research2guidance projects, the research behind these reports has not been
commissioned or sponsored in any way by any business, government, or other institution.

research2guidance

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Mobile Health Market Report 2010-2015 The Smartphone mHealth Applications Landscape

This chapter identifies examples of more advanced mHealth applications that are currently
available to illustrate current state-of-the-art as well as commonly used features. For the
purpose of providing a quick-reference guide each category is profiled in a table showing the
number of applications, the target group, and the typical price-range of applications sold in
that category.

Table 5: Specifications for Quick Reference of mHealth Application Categories (Legend)

Criteria Specifications

Number of Apps
Thousands Hundreds Few to dozens
Target Group  primary  secondary
Price Range $$$ more than $150 $$ $10 to $149 $ up to $10

7.1 General Healthcare & Fitness

Numbers of applications in the app stores demonstrate that the highest interest from
developers is in two groups: general tracking tools and fitness/nutrition applications. These
applications target private people with an interest in healthcare or their own health. Two
other groups of applications, those designed for managing medical conditions and those for
assisting with compliance, are far less frequent and address both healthcare interested
people and patients. Group boundaries are not fixed, however, as many applications in this
category demonstrate features typical of more than one category.

Table 6: General Healthcare and Fitness Application Metrics

Health Managing Medical Medication Fitness and

Criteria Tracking Tools Conditions Compliance Nutrition
Number of Apps
Target Group
Caregivers
Healthcare Interested 
Chronically Ill
Acute Sickness
Doctors
Medical Students
Nurses
Pharmacists
Healthcare Administration
Price Range $$
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Mobile Health Market Report 2010-2015 The Size of the mHealth Market 2010-2015

5. Transaction revenue: all revenues which come from selling drugs and other medical
products via a smartphone application.

By the end of 2015, the total mHealth market revenue will grow by XX% (CAGR) to reach
US$ XX billion. The main sources of revenues will not come from application download
revenue itself but from mHealth services and hardware sales. Applications will become the
platforms to sell other health services and hardware.

Figure 29: mHealth Market Size by Revenue Type 2010-2015

The development of multiple revenue streams will accelerate after 2012, by which time the
number of sophisticated solutions offering remote monitoring and consultation solutions
will have become sufficiently numerous that patients and HCPs will be widely aware of
them, and will start to use them on a broader scale. Escalating use of a growing number of
2nd generation mHealth applications will trigger subscription sales of monitoring services as
well as sales of sensors and other medical technologies.

Revenues generated from application downloads alone will continue to grow in line with the
overall smartphone applications market, and will amount to US$ XX million40 in 2015.

40
Gross revenue minus commission to app store of on average 30%
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Mobile Health Market Report 2010-2015 Appendix

11 Appendix

11.1 About research2guidance

We are an international team of experts with backgrounds in consulting and market

research. research2guidance was founded based on a shared fascination with the rapid
developments in the mobile market, and channels this enthusiasm as well as our collective
experience into comprehensive market studies, bespoke research and consultancy.

About the Authors

Ralf-Gordon Jahns Markus Pohl Egle Mikalajunaite

Ralf is a co-founder of
research2guidance. He has a
track record of more than
15 years in the telecom and
media industry, and has
worked previously as a
partner for Cap Gemini
Telecom Media & Networks.
He has helped more than
30 clients in the telecom and
media industry to develop
new business opportunities
in the mobile market and
worked on mHealth projects
for 5 years.
Markus is a co-founder of
research2guidance. Prior to
that he has been engaged in
market research for more
than six years. Previously
Research Director for the UK-
based Group GTI/trendence,
Markus has conducted global
research projects with clients
such as Deutsche Telekom,
Deutsche Bank, IKEA, Bain,
BCG, McKinsey, Audi, BMW,
Motorola and Vodafone.
Egle is a research analyst at
research2guidance
specializing in the mobile
industry. She has a track
record in market research
and data analysis of more
than five years. Prior to
research2guidance she has
worked for Ernst & Young,
AC Nielsen and Euromonitor.

Contact: info@research2guidance.com

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Mobile Health Market Report 2010-2015 Appendix

11.2 List of Figures

Figure 1: Comparison of Traditional and New mHealth Market Models (Focus of the Report) ............. 8
Figure 2: iPhone Shipments Before and After the App Store Launch (in millions) ............................... 11
Figure 3: Healthcare Expenditure as a Percentage of GDP (1980-2009) .............................................. 14
Figure 4: Mobile Network Download and Upload Speed Comparison ................................................. 19
Figure 5: Number of Smartphone Applications 2007-2010 .................................................................. 21
Figure 6: The Application Store Race .................................................................................................... 22
Figure 7: Number of Application Stores 2007 - 1st HY 2010 .................................................................. 23
Figure 8: Number of Smartphones Launched since 2nd HY 2008 with Pre-installed or Downloadable
Application Stores (2nd HY 2008 – 1st HY 2010) ........................................................................... 24
Figure 9: Cumulative Number of Smart Devices Launched since 2nd HY 2008 by Platform 2008-2010 24
Figure 10: Average Application Price per Platform (2007-2009) .......................................................... 25
Figure 11: Change in Average Paid Application Price per Platform during First Half of 2010 .............. 26
Figure 12: Share of Smartphone Applications Downloads per Store in 1st HY 2010 ............................. 27
Figure 13: Smartphone Application Market Size (2007-2009) .............................................................. 28
Figure 14: mHealth Penetration in Major Application Stores ............................................................... 30
Figure 15: Number of mHealth Applications per Application Store ..................................................... 31
Figure 16: Number of Paid and Free mHealth Applications per Application Store............................... 31
Figure 17: Number and Share of mHealth Applications per Mobile Platform ...................................... 32
Figure 18: mHealth Application Category Share ................................................................................... 33
Figure 19: Average Price of Paid mHealth and Total Applications per Application Store ..................... 34
Figure 20: Average Price of Paid mHealth Applications per Category .................................................. 35
Figure 21: Drivers and trends that will influence the mHealth application market 2010-2015 ........... 66
Figure 22: Key Trends in the Smartphone Application Market (2010-2015) ........................................ 68
Figure 23: The Main Driving Forces for the Growth of mHealth in Upcoming Years ............................ 74
Figure 24: Main Distribution Channels for mHealth Solutions as of Today and in 5 Years’ Time ......... 75
Figure 25: Devices that Offer the Best Business Opportunities for mHealth as of Today and in
5 Years’ Time ............................................................................................................................... 76
Figure 26: Primary mHealth Countries According to Smartphone Penetration vs. Private Health
Expenditure per Capita in 2015 .................................................................................................. 77
Figure 27: Therapy Fields That Offer the Best Market Potential for mHealth Solutions ...................... 78
Figure 28: Major Developments in mHealth Business Models 2010-2015 ........................................... 80
Figure 29: mHealth Market Size by Revenue Type 2010-2015 ............................................................. 82
Figure 30: mHealth Market Opportunity 2010-2015 by Revenue Type................................................ 84
Figure 31: mHealth Application Download Numbers (Free and Paid) 2010-2015 ................................ 85
Figure 32: Installed Base of Smartphone and mHealth Users 2010-2015 ............................................ 86
Figure 33: mHealth Subscriber Number by Service Type 2010-2015 ................................................... 87

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Mobile Health Market Report 2010-2015 Appendix

11.3 List of Tables

Table 1: Pre- and Post-Apple App Store Launch Application Market.................................................... 10

Table 2: Main Barriers and Changes in the mHealth Market ................................................................ 15
Table 3: Potential Use-Cases of Smartphone Features in mHealth ...................................................... 17
Table 3 (Continued): Potential Use-Cases of Smartphone Features in mHealth .................................. 18
Table 4: mHealth Applications Categories ............................................................................................ 37
Table 5: Specifications for Quick Reference of mHealth Application Categories (Legend) .................. 39
Table 6: General Healthcare and Fitness Application Metrics .............................................................. 39
Table 7: Medical Information Application Metrics ............................................................................... 46
Table 8: Remote Consultation and Monitoring Application Metrics .................................................... 54
Table 9: Healthcare Management Application Metrics ........................................................................ 58
Table 10: Examples and Background of Typical mHealth Application Publishers................................. 62
Table 11: European Examples of Traditional mHealth Business Models .............................................. 79
Table 12: Shipments of mHealth Sensors and Devices 2010-2015 ....................................................... 83

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