Smartphone App Market Monitor Vol.5 Q4 2011

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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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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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)
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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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.

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.
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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)
Devices shipped per quarter (in millions)
Source: Gartner.
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)
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
iOS
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
RIM
Windows Phone Other
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

Source: Gartner, Canalys.
XXXX, XXXX and XXXX each lost market share during Q4

Global smartphone market 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.
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
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 Symbian iOS RIM Windows Phone Other 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% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx%

Source: Gartner, Canalys.
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.
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Smartphone App Market Monitor
Niche app store types

App stores comparison Niche app stores by type (2011 Q4)
Base: 94 niche app stores. Source: research2guidance, 2012.
Key facts and figures of major XXXX Application 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
Source: research2guidance, 2012.
X $
Only free applications
XXXX and XXXX garner the most attention from developers

App stores comparison 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. Source: research2guidance, 2012.
The average price of paid applications largely falls between US$XX

App stores comparison 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). Source: research2guidance, 2012.
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Smartphone App Market Monitor
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)
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. Source: research2guidance, 2012.
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
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 2010 2011
Q3
Q4
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SMARTPHONE APP MARKET MONITOR

THE EVOLUTION OF THE APP MARKET: 2010 TO 2011

Preview - read more here:

App store performance benchmarking

2 research2guidance | March 2012 Smartphone App Market Monitor

DETAILED APP STORE FACTS AND FIGURES (2009 Q1 - 2011 Q4)

3 research2guidance | March 2012 Smartphone App Market Monitor

OVERVIEW: TRENDS 2011

Preview - read more here:

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The concept behind the Smartphone App Market Monitor

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Nearly XX out of XX mobile devices shipped was a smartphone

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

Source: Gartner, IDC.

7 Smartphone App Market Monitor

research2guidance | March 2012

8 Smartphone App Market Monitor

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XXXX, XXXX and XXXX each lost market share during Q4

10 Smartphone App Market Monitor

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11 Smartphone App Market Monitor

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Niche app store launches

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research2guidance | March 2012