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Mobile Applications & Apps Stores

Juniper Research Limited
May 1, 2009
109 Pages - SKU: JUN2263178

Abstract Table of Contents Search inside this report Related Reports

This report provides a unique analysis of the opportunity for mobile applications and app stores forecasting market for six years, vitally breaking down by category of application (mobile game applications, lifestyle and healthcare apps, multimedia & entertainment apps, education & reference, finance & productivity and social networking) and by onstore & offstore.

App-billed value added services (subscriptions, premium events and additional content) is forecast revealing a market value well in excess of standalone app downloads and an investigation as to how apps are delivered both onstore and across traditional channels. The report also explains how developers, operators and OS providers have responded to the challenges laid down by the App Store including a discussion of how Apple differentiated itself from traditional models of content distribution, monetisation and revenue share.

Key Questions Addressed by this Report:

How will the mass deployment of app stores impact both upon existing distribution content channels?
How will the market for mobile applications develop over the next five years, and to what extent will growth be dependent upon onstore sales?
What revenue streams will accrue from value-added services enabled by in-app billing?
What opportunities do app stores offer for players across the mobile value chain?
Which categories of mobile application will generate the largest revenues?
How will app stores effect the distribution of entertainment and content revenues within the mobile ecosystem?
Which players are poised to launch app stores in the short/medium term?

Key Benefits:

A unique source of combined
Practical analysis of the emerging
Unique insight: interviews of leading
Benefit from fresh thinking and

Glossary: Executive Summary; Introduction; What This Report Covers; The Market for Mobile Applications; How Content is Monetised; The Implications of the App Store Model; Strategic Recommendations; Storefront Managers; Operators; Vendors; Content Providers; Advertisers
1. The Rise of the App Store: 1.1 Introduction; 1.2 What is a Mobile Application?; Table 1.1: Examples of Mobile Applications by Entertainment Category; 1.3 What This Report Covers; 1.4 The Development of Mobile Applications; 1.5 The First App Stores - Handango, Motricity and GetJar; 1.6 The iPhone and the App Store; 1.7 App Store Deployments Since Mid-2008; Table 1.1: App Store Launches, July 2008 onwards; 1.8 Key Drivers of the App Store; 1.9 Generic Drivers for App Stores
2. The App Store, the Mobile Value Chain and Revenue Distribution: 2.1 Value Chain Analysis; 2.2 App Store Business Models; 2.3 Opportunities and Benefits Across the Value Chain; 2.4 The Future of Legacy Distribution Channels; 2.5 Market Hurdles and Constraints
3. The Market for Mobile App Downloads: 3.1 Introduction; 3.2 Relative Popularity of Mobile Applications; Figure 3.1: Most Popular Categories of Applications on App Store (%) Split by Number of; Titles, March 2009; Figure 3.2: Top 100 App Store Paid-for Applications (%) Split by 6 Categories, March 2009; Figure 3.3: Top 100 App Store Free Applications (%) Split by 6 Categories, March 2009; Table 3.1: % of Handango Downloads Attributable to Games, by OS 2005-2008; 3.3 Methodology; Figure 3.4: Bottom-Up Methodology for Derivation of Onstore/Offstore Mobile App Usage and Revenues; 3.4 Global Mobile Subscriber Forecast; Figure 3.5: Global Mobile Subscriber Forecast (m) Split by 8 Key Regions 2008-2014; Table 3.2: Global Mobile Subscriber Forecast (m) Split by 8 Key Regions 2008-2014; 3.5 Mobile Application Users and Usage; Table 3.3: % Mobile Users Who Download Apps Split by 6 Categories 2008-2014; Figure 3.6: Number of Mobile Users (m) Who Download Apps Split by 6 Categories 2008-2014; Table 3.4: Number of Mobile Users (m) Who Download Apps Split by 6 Categories 2008-2014; 3.6 The Retail Market for Onstore Applications; 3.7 The Retail Market for Offstore Applications; 3.8 Total Retail Market for Mobile Applications
4. The Market for Mobile App Value-Added Content and Services: 4.1 Methodology; Figure 4.1: Bottom Up Methodology for Derivation of Onstore/Offstore Incremental App; Revenues (Games, Lifestyle & Healthcare, Multimedia & Entertainment); Figure 4.2: Top-Down Methodology for Derivation of Onstore/Offstore Incremental App; Revenues (Social Networking (SN), Finance & Productivity); 4.2 The VAS Market for Onstore Applications; 4.3 The VAS Market for Offstore Applications; 4.4 Total VAS Market for Mobile Applications; Figure 4.11: Mobile Apps, Total VAS Value ($m) Split by 5 Categories (Games, Lifestyle & Healthcare, Multimedia & Entertainment, Finance & Productivity, Social Networking) 2008- 2014; Table 4.13: Mobile Apps, Total VAS Revenues ($m) Split by Category (Games, Lifestyle & Healthcare, Multimedia & Entertainment, Finance & Productivity, Social Networking) 2008- 2014; Figure 4.12: Mobile Apps, Total VAS Revenues ($m) Split by Onstore/Offstore 2008-2014; Table 4.14: Mobile Apps, Total Retail Revenues ($m) Split by Onstore/Offstore 2008-2014; 4.5 How Content is Monetised
5. App Stores: The Key Players: 5.1 Storefront Brands; 5.2 White-label Storefronts

Mobile Applications & Apps Stores

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