Mobile Application Storefronts

Overview, Trends and Forecasts for On-device and Portal Markets

This study describes the emergence of on-deck and web-based application storefronts for smartphones. High-resolution screens, broadband wireless connections and easy-to-use graphical interfaces have enabled expansion of device capabilities with additional applications. Subscribers seek quick means to discover, purchase, install and begin using content titles.

The report starts by describing the development of the mobile application storefront ecosystem. It explains the general business models being considered by store vendors. It examines the structure and composition of Apple’s iTunes App Store in detail. The study further explores major market trends and opportunities for companies looking to enter or succeed in this space. Finally the research forecasts revenue and unit downloads from mobile application storefronts during 2008~2013.

What Questions Does This Report Answer?

  • What are the key segments of the mobile application storefront ecosystem?
  • Who is part of the current storefront landscape?
  • How many mobile applications are available for popular mobile operating environments?
  • What are the current revenues for application downloads from mobile storefronts?
  • Has Apple’s iTunes App Store created a market or a monster for mobile application developers?
  • Which mobile OS platform will lead the market in the next five years?

Who Needs This Report?

  • Wireless carriers
  • Application developers
  • Mobile application store operators
  • Mobile OS platform vendors

Table of Contents


Section 1.
EXECUTIVE SUMMARY
1.1. Market Overview
1.2. Key Market Trends
1.3. Forecast Summary

Section 2.
MARKET OVERVIEW
2.1. Applications and Content Defined
2.2. Mobile Application Storefront Ecosystem
2.2.1. Mobile Devices
2.2.2. Mobile OS Platform
2.2.2.1. Apple iPhone OS
2.2.2.2. BlackBerry OS
2.2.2.3. Google Android
2.2.2.4. Java
2.2.2.5. Mobile Linux
2.2.2.6. Palm OS
2.2.2.7. Qualcomm BREW
2.2.2.8. Symbian OS
2.2.2.9. Windows Mobile OS
2.2.3. Wireless Carrier Services
2.2.4. Application Portals and Web Sites
2.2.4.1. On-Deck
2.2.4.2. Off-Deck
2.2.5. Application Discovery
2.2.6. Applications Development
2.2.7. Transaction/Billing
2.2.8. Application Installation and Configuration
2.2.8.1. Over the Air
2.2.8.2. PC Side-Loading
2.2.8.3. Personal Area Network Transfer
2.2.9. Support
2.3. Business Model Anatomy
2.3.1. Application Distribution
2.3.2. Revenue Options
2.3.3. Store Branding
2.3.4. Security Considerations

Section 3.
CASE STUDY: APPLE ITUNES APP STORE
3.1. iTunes App Store Overview
3.2. The Growth of the App Store Catalog
3.3. App Store Categories
3.4. Developer Community
3.4.1. Has Apple Created a Market or a Monster?
3.4.2. Developer Opportunities
3.5. Application Pricing
3.5.1. Average Selling Price (ASP)
3.5.2. Top Three Categories
3.5.3. Applications over $100
3.6. Application Discovery and Back-End Transaction Processing

Section 4.
MARKET TRENDS
4.1. Mobile Application Storefront Landscape
4.2. The Battle for On-Deck Visibility
4.3. Sticky Applications
4.4. Application Discovery
4.5. Analytics
4.6. Platform Fragmentation
4.7. The Customer Relationship
4.8. Application Support
4.9. Applications for Life
4.10. ABI Research Mobile Content Survey Results
4.10.1. Using a Mobile Phone for Purchases
4.10.2. Smartphone Applications

Section 5.
MARKET FORECASTS
5.1. Forecast Methodology and Assumptions
5.2. Total Number of Applications by Platform
5.3. Mobile Application Storefront Average Selling Price
5.4. Mobile Application Storefront Downloads
5.5. Mobile Application Storefront Revenue

Section 6.
COMPANY PROFILES
6.1. Adobe Systems
6.2. AOL Mobile
6.3. Apple Inc
6.4. AT&T Mobility
6.5. Bango.net Ltd
6.6. GetJar
6.7. Google Android
6.8. Handango
6.9. Handmark
6.10. Hewlett-Packard
6.11. High Tech Corp (HTC)
6.12. KDDI Corp
6.13. LG Electronics
6.14. LiMo Foundation
6.15. Medialets
6.16. Microsoft
6.17. MobiHand
6.18. mPortal Inc
6.19. Nokia
6.20. Palm
6.21. PocketGear
6.22. Research in Motion Limited
6.23. Samsung Electronics Co, Ltd
6.24. Sharp Corp
6.25. Sicap
6.26. Sony Ericsson
6.27. Symbian Foundation
6.28. T-Mobile
6.29. Verizon Wireless

Section 7.
COMPANY DIRECTORY

Section 8.
ACRONYMS
SCOPE OF STUDY
SOURCES AND METHODOLOGY
NOTES



Tables
  • Smartphone Vendor Matrix Top Ten Listing
  • Android OS Features and Specifications
  • Apple iTunes App Store, Top-Level Statistics Summary
  • Apple iTunes App Store, Comparison between Launch and Year-End 2008
  • Apple iTunes App Store, Top Ten Published Developers, as of December 2008
  • Apple iTunes App Store, Average Selling Price by Category, as of December 2008
  • Apple iTunes App Store, Application Popularity Example
  • Apple iTunes App Store, Applications with Selling Prices Greater than $100
  • List of Mobile Application Storefronts
  • Application Downloads by Platform, World Market, Forecast: 2008 to 2013
  • Application Revenue by Region, World Market, Forecast: 2008 to 2013

Charts
  • Apple iTunes App Store, Cumulative Applications in Store, as of December 2008
  • Apple iTunes App Store, Daily Application Additions, as of December 2008
  • Apple iTunes App Store, Applications by Category, as of December 2008
  • Apple iTunes App Store, Percentage of Applications by Top Ten Categories, as of December 2008
  • Apple iTunes App Store, Percentage of Free and Paid Applications, as of December 2008
  • Apple iTunes App Store, Distribution of Applications by Price Point, as of December 2008
  • Apple iTunes App Store, Average Selling Price by Category, as of December 2008
  • Apple iTunes App Store, Distribution of Game Applications by Price Point, as of December 2008
  • Apple iTunes App Store, Distribution of Entertainment Applications by Price Point, as of December 2008
  • Apple iTunes App Store, Distribution of Utility Applications by Price Point, as of December 2008
  • Major Concerns When Using Mobile Phones to Make Purchases, 2007 and 2008 Mobile Content Survey Comparisons
  • Mobile Phone Payment Method Preference, 2007 and 2008 Mobile Content Survey Comparisons
  • Smartphone Users Installing Applications, 2008 Mobile Content Survey
  • Types of Applications Installed on Smartphones, 2008 Mobile Content Survey
  • Willingness to Pay for Smartphone Applications, 2008 Mobile Content Survey
  • Number of Smartphone Games Purchased in Last Year, 2008 Mobile Content Survey
  • Amount Paid for Smartphone Applications, 2008 Mobile Content Survey
  • Frequency of Smartphone Internet Web Site Use, 2008 Mobile Content Survey
  • Number of Applications by Platform, World Market, Forecast: 2008 to 2013
  • Application Average Selling Price by Platform, World Market, Forecast: 2008 to 2013
  • Application Storefront Downloads by Platform, World Market, Forecast: 2008 to 2013
  • Application Storefront Revenue by Region, World Market, Forecast: 2008 to 2013

Figures
  • Xcode development environment for Apple’s iPhone SDK
  • Android OS Building Blocks
  • LiMo Foundation OS Architecture
  • Qt Extended Application Development Framework
  • Major Elements of a Mobile Application Storefront