SMARTPHONE APP MARKET MONITOR

INCLUDING A SPECIAL SECTION ON CHINAS

SMARTPHONE AND APP MARKET
DAY OF UPDATE: 7TH JULY 2012 VOLUME 6

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SAMM Volume 6 Contents

Smartphone app market monitor: Q1 2012 update Global smartphone market (penetration, market shares and shipments) App stores comparison (key trends and figures) Smartphone application market current status

Chinas smartphone and app market

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Key takeaways from Q1 2012

xx million smartphones were shipped in Q1 2012, xx% less than in the previous quarter. Smartphones share of total mobile device sales increased from xx% to xx%, resulting in xx out of every xx mobile devices shipped to be a smartphone. Helped by the expansion of the iPhone4S into new markets and carriers, Apples sales grew by xx percent over the last xx months. xxxx regained its position as the worlds number one smartphone manufacturer by selling xx million smartphones worldwide. xx lost its position of worlds top mobile handset vendor to xx in Q1 2012. xx finished Q1 as the absolute leader among mobile OS, accounting for xx% of all smartphone sales. The total number of smartphone and tablet applications published in all stores reached the xx million mark during Q1, a year-over-year growth of xx%. xx out of every xx smartphones shipped ran on xxxx, contributing to xxxx in average number of daily downloads. Q1 total number of downloads reached xxxx billion, a year-over-year growth of xx%. Revenue accrued from paid app downloads amounted to $xx billion, a year-over-year increase of xx%.

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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 sixth volume of the Smartphone App Market Monitor, which acts as a comprehensive source of information on the Smartphone app market. This volume provides Q1 2012 market information as well as an in-depth look at Chinas smartphone and app market. 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; Volume 5 contains an extensive year-on-year (2010-2011) comparison. 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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Despite fall in shipments during Q1 2012, one out of every xx devices shipped were a smartphone
Global smartphone market Smartphone share of global mobile device shipments (2007 Q1 2012 Q1)
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%

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xxxx and xxxx smartphones accounted for more than xxxx out of every xxxx smartphones shipped during Q1 2012
Global smartphone market Number of smartphones shipped per platform (2008 Q3 2012 Q1)
Devices shipped per quarter (in millions)

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xxxx extended its lead over xxxx by shipping in excess of xx million devices during Q1 2012
Global smartphone market Number of smartphones shipped per platform 2008 Q4 2012 Q1 (in million units)

2008 Q4 Android Symbian iOS RIM Microsoft Other xx xx xx xx xx xx

2009 Q1 xx xx xx xx xx xx

2009 Q2 xx xx xx xx xx xx

2009 Q3 xx xx xx xx xx xx

2009 Q4 xx xx xx xx xx xx

2010 Q1 xx xx xx xx xx xx

2010 Q2 xx xx xx xx xx xx

2010 Q3 xx xx xx xx xx xx

2010 Q4 xx xx xx xx xx xx

2011 Q1 xx xx xx xx xx xx

2011 Q2 xx xx xx xx xx xx

2011 Q3 xx xx xx xx xx xx

2011 Q4 xx xx xx xx xx xx

2012 Q1 xx xx xx xx xx xx

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xxxx was the only xxxx to significantly gain market share during Q1 2012
Global smartphone market Smartphone operating systems market share by shipments (2009 Q1 2012 Q1)
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 2012 Q1

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xxxx finished Q1 as the absolute leader among mobile OS, accounting for xx% of all smartphone sales
Global smartphone market Smartphone operating systems market share by shipments in 2009 Q1 2012 Q1

2009 Q1 Android Symbian iOS RIM Microsoft Other xx% xx% xx% xx% xx% xx%

2009 Q2 xx% xx% xx% xx% xx% xx%

2009 Q3 xx% xx% xx% xx% xx% xx%

2009 Q4 xx% xx% xx% xx% xx% xx%

2010 Q1 xx% xx% xx% xx% xx% xx%

2010 Q2 xx% xx% xx% xx% xx% xx%

2010 Q3 xx% xx% xx% xx% xx% xx%

2010 Q4 xx% xx% xx% xx% xx% xx%

2011 Q1 xx% xx% xx% xx% xx% xx%

2011 Q2 xx% xx% xx% xx% xx% xx%

2011 Q3 xx% xx% xx% xx% xx% xx%

2011 Q4 xx% xx% xx% xx% xx% xx%

2012 Q1 xx% xx% xx% xx% xx% xx%

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Niche stores build up on xxxx rampant popularity: xx% of all OSCentric stores are devoted to xxxx
App stores comparison Niche app stores by type (2012 Q1)

Base: 94 niche app stores.

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Key facts and figures: OS & OEM Stores(1/3)

App stores comparison
Device Manufacturers and Mobile OS Providers Logo

General information

Store name

Apple App Store

Android Market

Samsung Appsa

BlackBerry App World

Nokia Ovi Store

Palm App Catalog

LG World

PlayNow Arenaa

Windows Marketplace for Mobilec

Windows Phone Marketplace

Profile Launch
xx

xx xx xx

xx xx xx

xx xx xx

Apr-09 xx xx

$
May-09 xx xx

Jun-09 xx xx

$
Jul-09 xx xx

$
Aug-09

$
Web-based

Closed

xx xx xx

On deck store Target platforms

Customer Interface

Payment options Developer portal SDK SDK license fee Developer Interface App submission fee Control on app submission Developer revenue share
$1

xx

xx

xx

xx

xx

xx

xx

Pre-installed, downloadable Windows Windows Mobile, Symbian, Mobile 6.x SE Proprietary, Java Credit card, Credit card, operator billing operator billing SE Developer World Yes $0 $0 Low 70% MSDN Yes $99 p.a. $0 Moderate 70%

xx

xx xx xx xx xx xx

xx xx xx xx xx xx

xx xx xx xx xx xx

xx xx xx xx xx xx

xx xx xx xx xx xx

xx xx xx xx xx xx

xx xx xx xx xx xx

xx xx xx xx xx xx

Store operator Handmark 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.
b Unless

Matches Apple App Store model Provides only applications

Differs from Apple App Store model Provides apps, ringtones, etc.

Supports only SP $ Paid and/or free applications

Supports FP and SP

X $

Only free applications

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At the end of Q1 2012, xxxx had xxxx iPhone apps and xxxx iPad native apps, and xxxx had xxxx
App stores comparison Number of applications per platform (2008 Q3 2012 Q1)
Number of apps

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

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Average app selling price across all stores stood at $xx in Q1, a decrease of around $xx in comparison to the previous quarter
App stores comparison Average displayed paid application price in official OEM&OS app stores (2009 Q2 2012 Q1)

2009 Q2 2009 Q3 2009 Q4 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2 2011 Q3 2011 Q4 2012 Q1
BlackBerry Symbian Android Windows Phone

iOS (Apple)

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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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Smartphone App Market Monitor

xxxx surpassed xxxx share of total app download

App stores comparison App store share of total application downloads per period (2008 2012 Q1)

Apple App Store

Google Play BlackBerry App World Ovi Store

WP Marketplace GetJar Other Independent Stores

2008

2009

2010 HY1

2010 HY2

2011 HY1

2011 Q3

2011 Q4

2012 Q1

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. Source: research2guidance, 2012.

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Apple App Store top 10 categories saw a year-over-year growth rate of xx%
Top ten apple app store categories (Q4 2010 and Q1 2012)
Apps per category

Source: research2guidance, 2012.

Q4 2010

Q4 2012 16 Smartphone App Market Monitor

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Quarterly downloads numbers were x times greater on average in 2011 than in 2010
2010 and 2011 market comparison Total app downloads (2010 and 2012 quarter-by-quarter comparison)
Number of downloads (in millions)

Q1

Q2 2010 2012

Q3

Q4

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