市場調査レポート

モバイルアプリケーション市場

The Mobile Application Market - 2nd Edition

発行 BERG Insight 商品コード 217060
出版日 ページ情報 英文 130 Pages
納期: 即日から翌営業日
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モバイルアプリケーション市場 The Mobile Application Market - 2nd Edition
出版日: 2013年02月21日 ページ情報: 英文 130 Pages
概要

2011年、モバイルプラットフォーム全体のアプリダウンロード数は、約300億件まで達しました。消費者は、自分のデバイスの機能をアプリで拡張することに慣れてきたので、2012年には前年の倍、600億件までアプリダウンロード数が増加すると予測されています。

当レポートでは、モバイルアプリケーション市場について調査分析し、市場の概要、アプリケーションストア、経済状況のほか、市場予測、主要企業プロファイルなどを提供して、概略以下の構成でお届けいたします。

エグゼクティブサマリー

第1章 モバイルアプリケーションとは

  • 背景
  • タブレット、スマートフォン、フィーチャーフォン
  • モバイルアプリケーションのカテゴリー
  • アプリの利用
  • アプリの発見
  • モバイルアプリケーションエコシステム

第2章 モバイルアプリケーションプラットフォーム

  • モバイル端末市場の概要
  • スマートフォン市場
  • モバイルプラットフォーム/端末ベンダー
    • Apple
    • Google
    • Huawei
    • LG Electronics
    • Microsoft
    • Nokia
    • Oracle
    • Qualcomm
    • BlackBerry
    • Samsung Electronics
    • ソニーグループ

第3章 モバイルアプリデベロッパー(開発業者)/パブリッシャー(出版業者)

  • 主要なモバイルデベロッパー
  • モバイルアプリパブリッシャーの戦略
  • ケースタディ

第4章 モバイルネットワークオペレーター

  • 主要なモバイルネットワークオペレーター
  • ネットワークオペレーターとモバイルアプリ市場
  • モバイルオペレーターのアプリ戦略
    • Orange
    • Vodafone
    • Telenor
    • China Mobile
    • Telefonica
    • MTN Group

第5章 モバイルアプリケーションストア

  • OSデベロッパーのアプリケーションストア
    • Google Play
    • Windows Phone Store
  • デバイスベンダーのアプリケーションストア
    • Apple App Store
    • BlackBerry World
    • LG SmartWorld
    • Nokia Store
    • Samsung Apps
  • オペレーターのアプリケーションストア
    • AT&T AppCenter
    • Bharti Airtel App Central
    • China Mobile Market
    • China Telecom Tianyi
    • China Unicom WoStore
    • Orange App Shop
    • SK Telecom T-Store
  • サードパーティのアプリケーションストア
    • GetJar
    • Amazon Appstore for Android
    • Appitalism
    • Downjoy
    • NetDragon Websoft
    • Tencent App Center
    • Sky-Mobi Maopao
  • ホワイトレーベルのアプリケーションストア
    • Appia
    • Huawei Digital Shopping Mall
    • Opera Mobile Store
    • Ericsson Multiscreen Storefront
    • SlideMe

第6章 モバイルアプリケーションの経済

  • アプリケーションストアの収益
  • アプリストアの課金ソリューション
  • モバイルアプリの価格設定
  • モバイルアプリケーションの収益化戦略とビジネスモデル
  • モバイル広告ネットワークとアプリ内(in-app)広告ソリューションプロバイダー

第7章 市場予測と結論

  • 市場予測:アプリストア別
  • 市場予測:地域別
  • 結論と戦略的提言

用語集

図表

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目次

Software especially developed for mobile phones has been around for well over a decade and before the term application (app) store was popularized, distribution of mobile content and applications was often realized through portals which were managed by network operators. Operator portals had some success in selling mobile content but the ecosystem was at first unclear and did not attract enough developers and users to really take off. The Apple App Store - an on device centralized store - with easy to find applications and with a simplified business model for developers, was later the disruptive force that kick-started the market for mobile applications. The success was immediate and within its first week of operation, the App Store achieved 10 million app downloads. Today all leading operating system providers and handset vendors have followed and launched their own application stores.

The ecosystem around devices consisting of services and applications has today become an important influencing factor for users when choosing handsets. Therefore, it is important for mobile platform vendors to achieve a prosperous mobile app ecosystem that creates revenues for publishers and value for end users in order to increase customer loyalty and sell more devices. Mobile applications are already a multibillion Euro business and the importance of mobile apps is clear when observing the consumer interest in apps as well as the fact that apps attract and generate revenues for a growing mobile community of software developers, publishers, media owners and mobile ad companies.

In 2011, there were approximately 30 billion app downloads made on all mobile platforms. Consumers are getting used to expanding the functionality of their devices through apps and Berg Insight estimates that the number of app downloads doubled year-on-year in 2012 to reach 60 billion downloads. Even if featurephones are able to run apps, the increased sales of smartphones and the rising popularity of apps are closely tied together. In 2017, over 80 percent of all handset shipments will be smartphones, building a large user base that will spur the number of app downloads to reach 108 billion during 2017. The number of app downloads per platform will gradually mimic the market share for each mobile platform. However, some platforms such as iOS, Android and Windows Phone are much more app centric than older platforms such as Symbian, Series 40 and BlackBerry OS. Also, network effects in the symbiosis between users and developers, reinforces the most popular platforms and attracts both more developers and users. Berg Insight forecasts that Apple's App Store and Google Play combined will serve over 62 percent of the total app downloads in 2017. The Windows Phone operating system is projected to be the third most popular application platform in 2017.

Berg Insight estimates that revenues from paid applications, in-app purchases and subscription services - so called direct revenues - reached € 5.1 billion in 2012, up from €_3.0 billion in 2011. Berg Insight forecasts direct app store revenues to grow at a compound annual growth rate of 15.8 percent to reach € 10.6 billion in 2017. Apple's App Store is the current leader in direct monetisation of mobile applications and will keep the number one position during the forecast period. In 2012, the Apple App Store generated direct revenues of € 3.45 billion. In 2017 the company's app store is predicted to generate € 5.2 billion in direct revenues. Google Play for Android apps is the second largest app store in terms of direct revenues and generated € 900 million during 2012 which will grow to almost € 2.5 billion in 2017.

The market for in-app advertising took off during 2010 as a means to capitalize on free apps. In 2012, app advertising revenues reached € 1.35 billion worldwide. The in-app advertising revenues will increase throughout the forecast period and in 2017, in-app advertising is forecasted to generate € 3.5 billion corresponding to 25 percent of the total app revenues. Google Play and Apple App Store generated € 510 million and € 570 million respectively in inapp ad revenues in 2012. Free to download monetisation strategies such as in-app purchasing and in-app advertising are today dominating. Top mobile application publishers such as Rovio Entertainment, Electronic Arts, Zynga and DeNA all work with multiplatform and free to download strategies. Facebook is today the publisher which generates most inapp advertising revenues and the company offers apps on all major platforms.

Table of Contents

Table of Contents

List of Figures

Executive summary

1 Introduction to mobile applications

  • 1.1 Background
    • 1.1.1 App stores simplify distribution for developers
    • 1.1.2 Explosion in the number of apps and app stores
    • 1.1.3 Mobile Internet and the rise of the mobile app market
  • 1.2 Tablets, smartphones and featurephones
  • 1.3 Mobile application categories
    • 1.3.1 Gaming
    • 1.3.2 Utility and productivity
    • 1.3.3 Entertainment
    • 1.3.4 Books and reference
    • 1.3.5 Communication and social networking
    • 1.3.6 Mobile enterprise
    • 1.3.7 Other categories
  • 1.4 App usage
  • 1.5 App discovery
    • 1.5.1 Third party app directories
  • 1.6 The mobile application ecosystem
    • 1.6.1 App store network effects

2 Mobile application platforms

  • 2.1 Mobile handset market overview
  • 2.2 The smartphone market
    • 2.2.1 Focus shift from devices to mobile app ecosystems
    • 2.2.2 Touch input and advanced sensor technologies drives app innovation
    • 2.2.3 Mobile devices and apps challenge PCs and gaming consoles
  • 2.3 Mobile platform and handset vendors
    • 2.3.1 Apple
    • 2.3.2 Google
    • 2.3.3 Huawei
    • 2.3.4 LG Electronics
    • 2.3.5 Microsoft
    • 2.3.6 Nokia
    • 2.3.7 Oracle
    • 2.3.8 Qualcomm
    • 2.3.9 BlackBerry
    • 2.3.10 Samsung Electronics
    • 2.3.11 Sony Group

3 Mobile app developers and publishers

  • 3.1 Major mobile developers
  • 3.2 Mobile app publisher strategies
    • 3.2.1 Choosing monetisation strategy
    • 3.2.2 In-app purchasing is the most successful monetisation strategy
    • 3.2.3 Platform and app store support
    • 3.2.4 Cross platform development and multi monetisation strategies reduce risks
  • 3.3 Case studies
    • 3.3.1 Social gaming - a recipe for MAG Interactive's success
    • 3.3.2 Ndemic Creations plagues the world
    • 3.3.3 Toca Boca builds success on company brand
    • 3.3.4 Endomondo's community fitness app leaves no one behind
    • 3.3.5 Big Duck Games' Flow Free indie success
    • 3.3.6 Storm8 has its own private network with 200 million users
    • 3.3.7 SwiftKey looks beyond apps to expand its business
    • 3.3.8 Console gaming giant Ubisoft expands on mobile platforms

4 Mobile network operators

  • 4.1 Major mobile network operators
  • 4.2 Network operators and the mobile app market
    • 4.2.1 Operator app stores face varying degrees of success
    • 4.2.2 Operator industry initiatives
    • 4.2.3 Operator opportunities in the mobile app market
  • 4.3 Mobile operator app strategies
    • 4.3.1 Orange
    • 4.3.2 Vodafone
    • 4.3.3 Telenor
    • 4.3.4 China Mobile
    • 4.3.5 Telefónica
    • 4.3.6 MTN Group

5 Mobile application stores

  • 5.1 OS developer application stores
    • 5.1.1 Google Play
    • 5.1.2 Windows Phone Store
  • 5.2 Device vendor application stores
    • 5.2.1 Apple App Store
    • 5.2.2 BlackBerry World
    • 5.2.3 LG SmartWorld
    • 5.2.4 Nokia Store
    • 5.2.5 Samsung Apps
  • 5.3 Operator application stores
    • 5.3.1 AT&T AppCenter
    • 5.3.2 Bharti Airtel App Central
    • 5.3.3 China Mobile Market
    • 5.3.4 China Telecom Tianyi
    • 5.3.5 China Unicom WoStore
    • 5.3.6 Orange App Shop
    • 5.3.7 SK Telecom T-Store
  • 5.4 Third party application stores
    • 5.4.1 GetJar
    • 5.4.2 Amazon Appstore for Android
    • 5.4.3 Appitalism
    • 5.4.4 Downjoy
    • 5.4.5 NetDragon Websoft
    • 5.4.6 Tencent App Center
    • 5.4.7 Sky-Mobi Maopao
  • 5.5 White label application stores
    • 5.5.1 Appia
    • 5.5.2 Huawei Digital Shopping Mall
    • 5.5.3 Opera Mobile Store
    • 5.5.4 Ericsson Multiscreen Storefront
    • 5.5.5 SlideMe

6 Mobile application economics

  • 6.1 Application store revenues
    • 6.1.1 Direct and in-direct revenue streams
    • 6.1.2 Mobile app marketing
  • 6.2 App store billing solutions
  • 6.3 Mobile app pricing
  • 6.4 Mobile application monetisation strategies and business models
    • 6.4.1 Paid apps
    • 6.4.2 One free limited version combined with one premium version
    • 6.4.3 In-app payments
    • 6.4.4 Subscriptions
    • 6.4.5 Ad-funded
    • 6.4.6 Marketing and brand apps
    • 6.4.7 New channel to market
    • 6.4.8 Bundle component
    • 6.4.9 Attract a large user base and building communities
    • 6.4.10 Free apps
  • 6.5 Mobile ad networks and in-app ad solution providers
    • 6.5.1 Amobee
    • 6.5.2 InMobi
    • 6.5.3 Jumptap
    • 6.5.4 Madvertise
    • 6.5.5 Millennial Media
    • 6.5.6 Smaato
    • 6.5.7 Tapjoy

7 Market forecasts and conclusions

  • 7.1 Market forecasts by app store
    • 7.1.1 Application download forecast by app store
    • 7.1.2 Direct revenues forecast by mobile app store
    • 7.1.3 In-app advertising revenues forecast by app store
  • 7.2 Market forecasts by region
    • 7.2.1 Application download forecast by region
    • 7.2.2 Direct revenues forecast by region
    • 7.2.3 In-app advertising revenues forecast by region
  • 7.3 Conclusions and strategic advice
    • 7.3.1 App stores is about successful ecosystems
    • 7.3.2 E-commerce, content and subscriptions
    • 7.3.3 Business models and monetisation
    • 7.3.4 Mobile platforms and cross platform development
    • 7.3.5 Multiple app store support
    • 7.3.6 The mobile web, HTML5 web apps and native apps

Glossary

List of Figures

  • Figure 1.1: Available apps by category (October 2012)
  • Figure 1.2: Application usage by category
  • Figure 1.3: Top app discovery methods
  • Figure 1.4: Examples of app discovery and promotion services (November 2012)
  • Figure 1.5: The mobile application ecosystem
  • Figure 1.6: Network effects between users and developers
  • Figure 2.1: Mobile subscriptions and handset sales by region (World Q2-2012)
  • Figure 2.2: Smartphone and featurephone shipments (World 2005-2012)
  • Figure 2.3: Smartphone shipments by vendor and OS (World Q3-2012)
  • Figure 2.4: Active smartphone platform user base by OS (World 2007-2012)
  • Figure 2.5: Smartphone shipments by input mechanism (World 2006-2012)
  • Figure 2.6: Overview of mobile application platforms (2012)
  • Figure 3.1: Mobile application developer origin
  • Figure 3.2: Major mobile application publishers (December 2012)
  • Figure 3.3: Free versus paid business models for different application types
  • Figure 3.4: Top 15 grossing apps in the Apple App Store in the US (Dec 17, 2012)
  • Figure 3.5: Number of available apps by mobile app stores (2010-2012)
  • Figure 4.1: Top mobile operators (World Q3-2012)
  • Figure 5.1: Leading mobile app stores (December 2012)
  • Figure 5.2: Leading app stores by number of downloads per day (March-Nov 2012)
  • Figure 5.3: Examples of mobile operator application stores (December 2012)
  • Figure 5.4: White label mobile app store providers
  • Figure 6.1: Revenues by app store (World 2012)
  • Figure 6.2: Mobile app revenue streams
  • Figure 6.3: Billing solution characteristics
  • Figure 6.4: Payment methods supported by mobile application stores
  • Figure 6.5: Mobile application monetisation strategies
  • Figure 6.6: Available paid apps on Apple App Store and Google Play (2011-2012)
  • Figure 6.7: In-app purchasing as share of direct revenues (2010-2012)
  • Figure 6.8: Ad-funded app category ranking by revenues (2012)
  • Figure 6.9: In-app ad solutions from major mobile players
  • Figure 7.1: Mobile application downloads and revenues (World 2010-2017)
  • Figure 7.2: Mobile device shipments by segment (World 2009-2017)
  • Figure 7.3: Application downloads by app store (World 2010-2017)
  • Figure 7.4: Direct revenues by app store (World 2010-2017)
  • Figure 7.5: In-app ad revenues by app store (World 2010-2017)
  • Figure 7.6: Mobile application downloads by region (2010-2017)
  • Figure 7.7: Direct revenues by region (2010-2017)
  • Figure 7.8: In-app ad revenues by region (2010-2017)
  • Figure 7.9: Top 3 app business models by generated revenues (November 2012)
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