Report Summary

The success of Apple’s Application Store has not only established the salability of mobile applications, but has also shown that the most excellent applications offer the potential to generate large amount of revenues. Several telecom giants have thus begun providing dedicated application stores for their users, so much so that more than 2 million applications are currently available for communications, games, multimedia, productivity, travel, and utility purposes. About 6.4 billion (free, paid, and ad-supported) application downloads were made globally in 2009 alone from native (on-deck) and third-party (off-deck) application stores, generating revenues of $4.5 billion in the same year. Apple, with 2.5 billion downloads, dominated the applications market in 2009. However, new players like Google, Nokia, and RIM are rapidly entering the applications market space, as the increasing uptake and usability of smartphone devices further boosts the mobile applications market. According to our estimates, the global mobile applications market is expected to be worth $25.0 billion in 2015, growing at a CAGR of 29.6% from 2010 to 2015.

Markets Covered

The study includes native (downloadable) mobile applications (not web-based applications) for mobile devices like smartphones and feature phones (not iPad or tablet PCs). The market segmentation on the basis of store type includes on-deck (operators, mobile device manufacturers, and Operating System (OS) developers managed) and off-deck (independent or third-party managed) stores. This research report categorizes the global market for mobile applications on the basis of

Mobile applications categories:

• Games
• Social Networking
• Books
• Entertainment
• Business and Finance
• Lifestyle
• Productivity
• Travel
• Navigation
• Utilities
• Others

Business model (store) types:

• Native or on deck
• Third party or off deck

Market participants:

• OS/handset manufacturers
• Application developers
• Operators

The report provides market estimates and forecasts for the global mobile applications markets in North America, Europe, Asia, and Rest of the World (ROW). In addition to market sizing and forecasts, the report also offers a detailed analysis of the market trends, opportunities, and the factors influencing the growth of each segment of the mobile applications market. The report also draws a competitive landscape, analyzing core competencies of major players and strategies adopted to expand their market presence.

Stakeholders

The targeted audience for this report includes:

• Handset manufacturers
• Mobile phone operators
• Mobile software developers
• Application store providers
• Retail electronics distributors
• Enterprises and businesses that require business-specific applications and publish their own applications

Research Methodology

• The report uses a combination of primary and secondary research to arrive at market estimates.
• The size of the mobile applications market is calculated using a bottom-up approach; using volume (downloads/year) and prices validated by the key market participants such as CEOs, VPs, and product managers.
• Market sizes were also verified by the cost volume approach.
• Prices and pricing trends in different geographies were identified and analyzed through secondary research, and the average selling price per unit calculated.
• All currencies were converted into USD, based on which the weighted average price of a mobile application was calculated.
• Geographical market split was arrived at by determining users, cost of applications, and the adoption rate in different regions.

Table of Contents Executive Summary
Market Overview
The Growth Of Smartphones And Mobile Data Market
Mobile Applications Market
Business Models: Delivering Through Application Stores
Evolving Role Of Market Participants And The Ecosystem
Geographic Analysis
Competitive Landscape
1 Introduction
1.1 Key Take-aways
1.2 Report Description
1.3 Markets Covered
1.4 Stakeholders
1.5 Research Methodology
2 Summary
3 Market Overview
3.1 Mobile Applications Market: Growing In Recession
3.2 Prospects For Software Developers
3.3 Opportunity For Operators
3.4 Apple Leads The Market
3.5 Market Dynamics
3.5.1 Drivers
3.5.1.1 Increase In Mobile Data Subscribers
3.5.1.2 Potential For Mobile Advertising
3.5.1.3 Growing Number Of Smartphones And Improved Device Capabilities
3.5.1.4 Boom In Gaming Industry
3.5.1.5 Advancement In Network Technologies
3.5.1.6 Restructuring Of Revenue-sharing Pattern
3.5.1.7 Lower Data Usage Cost
3.5.2 Restraints & Opportunities
3.5.2.1 Lack Of Specialized Business Applications
3.5.2.2 Reluctance Of Enterprises To Develop Own Mobile Applications
3.5.2.3 Lack Of Engaging Mobile Applications
3.5.2.4 Emergence Of Alliances And Open Collaborative Stores
3.6 Issues Impacting Mobile Applications Market
3.6.1 Fragmentation In Mobile Operating Systems
3.6.2 Search For Appropriate Applications
3.7 Patent Analysis Of Mobile Applications Market
4 The Growth Of Smartphone And Mobile Data Markets
4.1 Introduction
4.2 Patterns In Consumer Demand
4.3 Increasing Role Of Third-party Stores
4.4 Shifting Momentum: Emerging Value Chain Dynamics
5 Mobile Applications Market
5.1 Overview
5.2 User Engagement Analysis
5.3 Mobile Applications Categories
5.3.1 Games Applications
5.3.2 Social Networking Applications
5.3.3 Books
5.3.4 Entertainment
5.3.5 Business And Finance
5.3.6 Lifestyle
5.3.7 Productivity
5.3.8 Travel
5.3.9 Navigation
5.3.10 Utilities
5.3.11 Others
5.4 Mobile Applications Advertising Opportunity
6 Business Models: Delivering Through Application Stores
6.1 Introduction
6.2 Native (On-deck) Mobile Application Stores
6.2.1 The Apple App Store
6.2.1.1 App Store As A Handset Sales Driver
6.2.1.2 Key Success Factors
6.2.2 Android Market
6.2.2.1 Advantages For Developers
6.2.2.2 Advantages For Operators
6.2.2.3 Android App Stats And Trends
6.2.3 Blackberry App World
6.2.3.1 Blackberry App World Business Model And App Categories
6.2.3.2 Countering The Declining Competitive Advantage For Rim
6.2.4 Nokia Ovi Store
6.2.5 Microsoft Windows Marketplace
6.2.6 Palm App Catalog
6.2.7 Lg Application Store
6.2.8 Samsung Apps
6.2.9 Play Now Arena (Sony Ericsson)
6.2.10 Operator Offerings
6.2.10.1 China Mobile Market
6.3 Third-party (Off-deck) App Stores
6.3.1 Getjar Innovation In Business Model
6.3.2 Pocketgear
6.3.3 Handmark
6.3.4 Cellmania

7 Evolving Role Of Market Participants And The Ecosystem
7.1 Introduction
7.2 Handset/Os Manufacturers
7.3 Developers
7.4 Operators
7.4.1 Imperatives And Impediments For Telecom Operators
7.4.1.1 Attracting And Retaining High-value Customers
7.4.1.2 Tough Competition In High-opportunity Market
7.4.1.3 Dominance Of Device Vendor-owned Application Stores
7.4.1.4 Fragmentation Of Developer Community
7.4.1.5 Decreasing Asp Of Applications
7.5 Current Trends
7.5.1 Pricing Trends
7.5.2 Download And Usage Trends

8 Geographic Analysis
8.1 North America
8.2 Europe
8.3 Asia
8.4 Row
9 Competitive Landscape
9.1 Mobile Application Investment Profile
9.2 Growth Strategies
10 Company Profiles
10.1 Apple
10.2 China Mobile Ltd.
10.3 Getjar
10.4 Google Inc.
10.5 Handmark
10.6 Handster Inc
10.7 Palm, Inc
10.8 Pocketgear
10.9 Research In Motion
10.10 Lg Mobile
10.11 Microsoft, Inc.
10.12 Mplayit
10.13 Nokia Ovi Store
10.14 Ntt Docomo Inc.
10.15 Samsung Electronics Co., Ltd.
Appendix
U.S. Patents
Europe Patents
Japan Patents

List Of Tables
Table 1 Global Mobile Applications Downloads Market,By Categories 2008 – 2015 (Million)
Table 2 Global Mobile Applications Categories Market, By Revenue 2008 – 2015 ($million)
Table 3 Global Smartphone Shipments, By Os Types 2008 – 2015 (Million)
Table 4 Global Mobile Applications Revenue, By On-deck Stores 2008 – 2015 ($million)
Table 5 Global Mobile Applications Downloads, By On-deck Stores 2008 – 2015 (Million)
Table 6 Global Mobile Applications Asp (Paid And Ad Downloads), By On-deck Stores 2008-2010 ($)
Table 7 Restructuring Of Applications Market
Table 8 Apple App Store Revenue And Forecast, By Geography 2008 – 2015 ($million)
Table 9 Apple App Store Downloads, By Geography 2008 – 2015 (Million)
Table 10 Android Market Revenue And Forecast, By Geography 2008 – 2015 ($million)
Table 11 Android Market Downloads, By Geography 2008 – 2015 (Million)
Table 12 Blackberry App World Revenue And Forecast, By Geography 2008 – 2015 ($million)
Table 13 Blackberry App World Downloads, By Geography 2008 – 2015 (Million)
Table 14 Blackberry App World Top Application Categories
Table 15 Nokia Ovi Store Revenue And Forecast, By Geography 2008 – 2015 ($million)
Table 16 Nokia Ovi Store Downloads, By Geography 2008 – 2015 (Million)
Table 17 Windows Marketplace For Mobile Revenue And Forecast, By Geography 2008 – 2015 ($million)
Table 18 Windows Marketplace For Mobile Downloads, By Geography 2008 – 2015 (Million)
Table 19 Global Mobile Applications Downloads, By Off-deck Stores 2008 – 2015 (Million)
Table 20 Global Mobile Applications Revenue, By Off-deck Stores 2008-2015 ($million)
Table 21 Getjar Revenue And Forecast, By Geography 2008 – 2015 ($million)
Table 22 Getjar Download And Forecast, By Geography 2008 – 2015 (Million)
Table 23 Pocketgear Revenue And Forecast, By Geography 2008 – 2015 ($million)
Table 24 Pocketgear Download And Forecast, By Geography 2008 – 2015 (Million)
Table 25 Handmark Revenue And Forecast, By Geography 2008 – 2015 ($million)
Table 26 Handmark Download And Forecast, By Geography 2008 – 2015 (Million)
Table 27 Cellmania Revenue And Forecast, By Geography 2008 – 2015 ($million)
Table 28 Cellmania Download And Forecast, By Geography 2008 – 2015 (Million)
Table 29 North America Mobile Applications Market, By Stores 2008 – 2015 ($million)
Table 30 North America Mobile Applications Downloads, By Stores 2008 – 2015 (Million)
Table 31 Europe Mobile Applications Market, By Stores 2008 – 2015 ($million)
Table 32 Europe Mobile Applications Downloads, By Stores 2008 – 2015 (Million)
Table 33 Asia Mobile Applications Market, By Stores 2008 – 2015 ($million)
Table 34 Asia Mobile Applications Downloads, By Stores 2008 – 2015 (Million)
Table 35 Row Mobile Applications Market, By Stores 2008 – 2015 ($million)
Table 36 Row Mobile Applications Downloads, By Stores 2008 – 2015 (Million)
Table 37 Mergers And Acquisitions (2008 – May 2010)
Table 38 Agreements & Collaborations (2008 – June 2010)
Table 39 New Product Developments
List Of Figures
Figure 1 It And Telecom Industry Growth (2006 – 2009)
Figure 2 Revenue Prospects Of Mobile Applications Developers
Figure 3 Mobile Applications: Operator’s Opportunity
Figure 4 Global Mobile Applications Market Share By Revenue (2009)
Figure 5 Growth In Global Mobile & Data Subscribers
Figure 6 Mobile Applications Patents Growing Over The Years
Figure 7 Mobile Applications Patents (2005 – 2009)
Figure 8 Value Chain Dynamics Of Mobile Applications Market
Figure 9 Average Uses Of Applications Per Month, By Platform
Figure 10 Average Engagement Time Per Use Session, By Platform
Figure 11 Global Games-based Mobile Applications Downloads, By Device Platforms 2008 – 2010 (Thousands)
Figure 12 Global Social Networking-based Mobile Applications Downloads, By Device Platforms 2008 – 2010 (Thousands)
Figure 13 Global Books-based Mobile Applications Downloads, By Device Platforms 2008 – 2010 (Thousands)
Figure 14 Global Entertainment-based Mobile Applications Downloads, By Device Platforms 2008 – 2010 (Thousands)
Figure 15 Global Business And Finance-based Mobile Applications Downloads, By Device Platforms 2008 – 2010 (Thousands)
Figure 16 Global Lifestyle-based Mobile Applications Downloads, By Device Platforms 2008 – 2010 (Thousands)
Figure 17 Global Productivity-based Mobile Applications Downloads, By Device Platforms 2008 – 2010 (Thousands)
Figure 18 Global Travel-based Mobile Applications Downloads, By Device Platforms 2008 – 2010 (Thousands)
Figure 19 Global Navigation-based Mobile Applications Downloads, By Device Platforms 2008 – 2010 (Thousands)
Figure 20 Global Utilities-based Mobile Applications Downloads, By Device Platforms 2008 – 2010 (Thousands)
Figure 21 Global Other Mobile Applications Downloads, By Device Platforms 2008 – 2010 (Thousands)
Figure 22 Growth In Number Of Application Stores (2008 – 2010)
Figure 23 Mobile Data Services Competitive Landscape
Figure 24 Operators’ Investment Opportunities
Figure 25 Pricing Trend For Mobile Applications 2008-2015 ($)
Figure 26 Global Download Trend Of Mobile Applications 2008 – 2015 ($million)
Figure 27 Mobile Application Investments, By Category
Figure 28 Mobile Application Market Growth Strategies (January 2008 – June 2010)