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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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
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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%.
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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 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
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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)
Global smartphone market
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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
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
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xxxx was the only xxxx to significantly gain market share during Q1
2012
Smartphone operating systems’ market share by shipments (2009 Q1 – 2012 Q1)
Global smartphone market
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
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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
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%
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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.
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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 $
App stores comparison
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.
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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
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)
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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)
App stores comparison
Source: research2guidance, 2012.
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
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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)
Source: research2guidance, 2012.
Apps per
category
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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
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