smartphone app market monitor vol.6 q1 2012

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SMARTPHONE APP MARKET MONITOR INCLUDING A SPECIAL SECTION ON CHINA’S

SMARTPHONE AND APP MARKET

DAY OF UPDATE: 7TH JULY 2012

VOLUME 6

© research2guidance | July2012

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© research2guidance | July 2012 Smartphone App Market Monitor

2

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

•China‘s smartphone and app market

















3

Key takeaways from Q1 2012

• xx million smartphones were shipped in Q1 2012, xx% less than in the previous quarter.

• Smartphone’s 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, Apple’s sales grew by xx

percent over the last xx months.

• xxxx regained its position as the world’s number one smartphone manufacturer by selling xx million

smartphones worldwide.

• xx lost its position of world’s 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%.

















4

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 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 China’s 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

Smartphone share of global mobile device shipments (2007 Q1 – 2012 Q1)

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

xx% xx%xx%

xx%xx%

xx%xx%

xx% xx% xx%

xx%xx% xx%

xx%

Share of total mobile

device shipments

Global smartphone market


http://slidepdf.com/reader/full/smartphone-app-market-monitor-vol6-q1-2012 7/18© research2guidance | July 2012 Smartphone App Market Monitor

7

xxxx and xxxx smartphones accounted for more than xxxx out of

every xxxx smartphones shipped during Q1 2012

Devices shipped per

quarter (in millions)

Number of smartphones shipped per platform (2008 Q3 – 2012 Q1)




8

xxxx extended its lead over xxxx by shipping in excess of xx million

devices during Q1 2012


Number of smartphones shipped per platform 2008 Q4 – 2012 Q1 (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

2012

Q1

Android xx 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 xx

iOS xx 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 xx

Microsoft xx xx xx xx xx xx xx xx xx xx xx xx xx xx

Other xx xx xx xx xx xx xx xx xx xx xx xx xx xx
















9

xxxx was the only xxxx to significantly gain market share during Q1

2012

Smartphone operating systems’ market share by shipments (2009 Q1 – 2012 Q1)


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

Shipment share

by platform



10

xxxx finished Q1 as the absolute leader among mobile OS,

accounting for xx% of all smartphone sales


Smartphone operating systems’ market share by shipments in 2009 Q1 – 2012 Q1

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

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%

Microsoft xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx%

Other xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx% xx%
















11

Niche stores build up on xxxx rampant popularity: xx% of all OS-

Centric stores are devoted to xxxx

Niche app stores by type (2012 Q1)

App stores comparison

Base: 94 niche app stores.



12

Device Manufacturers and Mobile OS Providers

General

information

Logo

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 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Closed xxxx

Customer

Interface

On deck store xx xx xx xx xx xx xx Web-based Pre-installed,

downloadable

xx

Target

platforms

xx xx xx xx xx xx xx Windows

Mobile, Symbian,

SE Proprietary,Java

Windows

Mobile 6.x

xx

Payment

options

xx xx xx xx xx xx xx Credit card,

operator billing

Credit card,

operator billing

xx

Developer

Interface

Developer

portal

xx xx xx xx xx xx xx SE Developer

World

MSDN xx

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

App

submission fee

xx xx xx xx xx xx xx $0 $0 xx

Control on app

submission

xx xx xx xx xx xx xx Low Moderate xx

Developer

revenue sharexx xx xx xx xx xx xx 70% 70% xx

$1

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

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 Only free applications X $


a Store operator – Handmarkb Unless signed up for an open source developer membership, which waves these submission and SDK feesc The web-version of Windows Mobile 6.x Marketplace was discontinued on July 15th, 2011. Apps still available through downloadable app store application.



13

At the end of Q1 2012, xxxx had xxxx iPhone apps and xxxx iPad

native apps, and xxxx had xxxx


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.



14

Average app selling price across all stores stood at $xx in Q1, a

decrease of around $xx in comparison to the previous quarter


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.

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)
















15

xxxx surpassed xxxx share of total app download

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.

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



2008 2009 2010 HY1 2010 HY2 2011 HY1 2011 Q3 2011 Q4 2012 Q1

Apple App Store

Google Play

BlackBerry App World

Ovi Store

WP Marketplace

GetJar

Other Independent

Stores

c



16

Apple App Store top 10 categories saw a year-over-year growth rate

of xx%

Q4 2010 Q4 2012

Top ten apple app store categories (Q4 2010 and Q1 2012)


Apps per

category



17

Quarterly downloads numbers were x times greater on average in

2011 than in 2010

Q1 Q2 Q3 Q4

2010 2012

Number of downloads

(in millions)

Total app downloads (2010 and 2012 quarter-by-quarter comparison)

2010 and 2011 market comparison



18

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