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Future App Stores

Future App Stores

Discovery, Monetisation & Ecosystem Analysis 2013-2018

Publisher: Juniper Research
Date Published: 01/07/2013
Category: Mobile Content & Applications
No of Pages: 120
Coverage: Global 8 key regions
 

Overview

•    Forecasts for 8 App Categories
•    38 tables and over 2,000 data points
•    Analysis of Storefronts’ Ecosystems and Strategies
•    Interviews with key players: Amazon and Mozilla

This highly anticipated fourth edition of Juniper Research’s App Stores Report provides an absolute assessment of the market for mobile and tablet apps. The Report analyses the key differences and opportunities within the leading app stores, and the opportunity for monetisation across different app categories. Furthermore, the Report determines the changing strategic direction of the leading app stores as the market evolves and disruptive players enter.

Datasets
The Report is accompanied by an Ultimate Interactive Excel which evaluates the market for apps across the full spectrum of categories, by region and device type. Also available is the Top Level IFxl which contains key data from the Report. Both the Excels provide the user with the key data points whilst the What-If analysis in the Ultimate IFxl allows the user to visualise trends which will occur over the next 6 years, split by region and app category.

Key Features of the Report
Forecasts by App Categories
For the first time, this Report includes 9 forecast chapters, with forecasts split by region for 8 app categories – Games, Multimedia, Lifestyle, eReaders, Productivity, Social Communications, Finance and Health apps.

These exhaustive 6 year forecasts, featured in the Report and both the IFxls, provide data for the number of users; number of downloads; proportion of pay-per-download apps and the total revenues. Plus is an additional Report chapter which assesses the total market for apps and gives further detail on the proportion of revenue accrued through pay-per-download apps or in-app purchases.

The Prospects for Stakeholders
This Report explores the future prospects for MNOs, Storefronts and Content Providers, making strategic recommendations for them to strengthen their position. These recommendations and prospects were reached through analysing how these players have reached their current position in the market, and the Report considers many future trajectories for them.

Challenges and Trends
As smartphone penetration escalates globally, the leading app stores are looking to reach consumers in different, diverse markets. The Report explores, in detail, the key challenges storefronts will face as they attempt to reach new markets, such as billing mechanisms and providing relevant content. As western markets mature, app stores must also respond to the threat of fragmentation and the app discovery challenge.

Market Forecasts
Within the Report, there are 38 tables and over 2,000 data points, forecasting:

  • Number of Users – Split by 8 app categories, 8 key regions and the total market
  • Number of Apps Accessed – Including both app store downloads and browser-based apps for 8 app categories, 8 key regions and the total market.
  • Proportion of Pay-Per-Download Apps – The proportion of total apps accessed which are paid for, split by 8 app categories, 8 key regions and the total market.
  • Total Consumer Spend – Split by both pay-per-download apps and in-app purchases for 8 app categories, 8 key regions and the total market.

 

Table of Contents

Executive Summary
1. The Rise of the App Store Ecosystem

1.1 Introduction
1.2 What This Report Covers
1.2.1 Categories of Mobile Application
i. Games
ii. Multimedia & Entertainment
iii. Lifestyle
iv. eReaders
v. Productivity
vi. Healthcare
vii. Social Communications
viii. Finance
Table 1.1: App Categories by Store
1.3 App Stores: A Catalyst for an App-Centric World
Figure 1.1: Selected App Stores 2002–2013
1.4 Different Approaches to App Distribution
1.4.1 Apple: The Walled Garden
Figure 1.2 & Table 1.2: Annual iPhone/iPad Shipments (m), 2007‑2012
1.4.2 Google: Apps for All
1.4.3 App Stores: A Direct Comparison
Figure 1.3: Leading App Store by Downloads and App Catalogue - 2013
i. Case Study: Windows Phone Store
a. Company Profile
b. Products & Services
1.4.4 Facebook: The Social Opportunity
i. Facebook and Mobile Content
Figure 1.4: Instagram on the iPhone
ii. Facebook and App Discovery
iii. Facebook and Mobile Advertising
Figure 1.5: Facebook App Adverts in the Mobile Newsfeed
1.4.5 Regional Variation: App Distribution in China
1.5 The Changing Role of Distributors
1.5.1 Asynchronous and Synchronous Apps

2. The Market for App Distribution

2.1 Challenges Facing App Distributors
2.1.1 App Discovery
Figure 2.1: The Guardian App for iPhone
i. App Store Optimisation and Analytics
2.1.2 Web-Based Apps
Figure 2.2: The Routes from Developer to End-User
i. Case Study: Appsfuel
a. Company
b. Products & Services
2.1.3 Fragmentation
i. Android: Built for Fragmentation?
Figure 2.3 & Table 2.1: Android Platform Version Distribution as of April 2013
2.1.4 Openness vs Approval
2.1.4 Encouraging Users to Pay
i. Case Study: Airtel App Central
a. Company
b. Products & Services
i. Consider Carrier Billing
Table 2.2: Operator Billing Availability across OTT Storefronts, April 2013
2.1.5 Localisation
Figure 2.4: App Store Availability by Country and Language
2.2 The Future of Java

3. Mobile Network Operators: Functioning Amongst OTT Providers

3.1 Operators in a Pre-App Store Era
3.2 Operators in a Post-App Store Era
3.2.1 Monetising Download Volumes
3.2.2 A Lack of Scale
Figure 3.1: The Vicious Circle of the Addressable User Base
i. Case Study – Safaricom App Store
a. Company Profile
b. Products & Services
ii. Case Study: Verizon VCast
a. Company Profile
b. Products & Services
3.2.3 App Store Overload
Figure 3.2: App Store Providers
i. Case Study: Samsung Apps
a. Company Profile
b. Products & Services
3.3 Future Prospects for MNOs
3.3.1 The Bitpipe Scenario
3.3.2 Carrier Billing
i. Case Study: Bango
a. Company
b. Products & Services
3.3.3 The Content and Data Bundle
3.3.4 The Shelf-in-Store Model
i. Case Study: Vodafone AppSelect
a. Company
b. Products & Services

4. Beyond the App Stores

4.1 Apps in the Browser: The HTML5 Approach
4.1.1: HTML5: An Introduction
4.1.2: HTML5 vs Native
Figure 4.1: Key Advantages to Writing HTML5, Native and Hybrid Apps
4.1.3 Bypassing the Storefronts
i. Case Study: The Financial Times Web App
a. Company
b. Products and Services
i. Case Study: Mozilla’s Firefox OS and the Firefox Marketplace
a. Company
b. Products & Services
4.1.4 The Drawbacks and Challenges of HTML5
i. Payment Mechanisms are Less Streamlined
ii. Tools to Assist Development are Scarce
a. Case Study: Sencha Touch
iii. HTML5 Requires Connectivity
iv. Applications can be Slow
4.2 Surpassing Smartphones
4.2.1 The Rise of the Tablet
Figure 4.2: Quarterly Sales and Cumulative Sales of the iPad (m) 2010 – 2013
i. Case Study: Supercell’s ‘Tablet First’ Approach
4.2.2 Next-gen Devices & App Ecosystem

5. Monetisation Strategies

5.1 Business Model Overview
Figure 5.1: Mobile App Monetisation Models
5.2 Pay-Per-Download
5.2.1 Hitting the Top 100
5.3 Free-to-download
Table 5.1: Top Grossing Apps in Apple’s App Store 2012
5.3.1 Freemium
i. Format Options
ii. Challenges
iii. Virtual Currency
iv. Subscriptions
Figure 5.2: The Newsstand Icon Before and After Subscribing to Content
5.3.2 ‘Lite’ Apps
5.3.3 Ad-Funded Apps
i. Case Study: Google’s AdMob
a. Company Background
b. Products & Services
5.3.4 The App as Marketing Tool
Figure 5.3: Real Racing 3 on the iPhone
5.3.5 The Mobile Value-Add
i. The mCommerce App: Marrying Digital and Physical Assets
Figure 5.4: Groupon’s iPhone App
5.4 Combination Business Models

6. The Market for Apps

 

 

6.1 Introduction
6.2 Methodology
Figure 6.1: Methodology for Determining App Adoption, Downloads, Usage and Revenues for Apps Paid for at the Point of Download
Figure 6.2: Methodology for Determining App Adoption, Downloads, Usage and Revenues for Apps Paid for Post- Download
6.3 Total App Users
Figure 6.3 & Table 6.1: Number of Users who Access Apps (m) Split by Category 2013-2018
Figure 6.4 & Table 6.2: Number of Users Who Access Apps (m) Split by 8 Key Regions 2013-2018
6.4 Total Apps Accessed
Figure 6.5 & Table 6.3: Total Number of Apps Accessed per Annum (m) Split by Category 2013-2018
Table 6.4: Percentage of Apps Paid for at the Point of Download (%) Split by Category 2013-2018
6.5 Total App Revenues
Figure 6.6 & Table 6.5: Total Consumer Spend on Apps ($m) Split by Category 2013-2018
6.5.1 Revenues Accrued at the Point of Download
Figure 6.7 & Table 6.6: Total Consumer Spend on Apps at the Point of Download ($m) Split by Category 2013-2018
6.5.2 Revenues Accrued Post-Download
Figure 6.8 & Table 6.7: Total Consumer Spend on Apps Post-Download ($m) Split by Category 2013-2018

7. The Market for Games Apps

7.1 Introduction
7.2 Mobile Games Users
Figure 7.1 & Table 7.1: Total Number of Users who Access Mobile Games (m) Split by 8 Key Regions 2013-2018
7.3 Mobile Games Accessed
Figure 7.2 & Table 7.2: Total Number of Multimedia Apps Accessed per Annum (m) Split by 8 Key Regions 2013-2018
Table 7.3: Percentage of Mobile Games Paid for at the Point of Download (%) Split by 8 Key Regions 2013-2018
7.4 Mobile Games Revenues
Figure 7.3 & Table 7.4: Total Consumer Spend on Mobile Games ($m) Split by 8 Key Regions 2013-2018

8. The Market for Multimedia Apps

8.1 Introduction
8.2 Multimedia App Users
Figure 8.1 & Table 8.1: Total Number of Users who Access Multimedia Apps (m) 2013-2018
8.3 Multimedia Apps Accessed
Figure 8.2 & Table 8.2: Total Number of Multimedia Apps Accessed per Annum (m) Split by 8 Key Regions 2013-2018
Table 8.3: Percentage of Multimedia Apps Paid for at the Point of Download (%) Split by 8 Key Regions 2013-2018
8.4 Multimedia App Revenues
Figure 8.3 & Table 8.4: Total Consumer Spend on Multimedia Apps ($m) Split by 8 Key Regions 2013-2018

9. The Market for Lifestyle Apps

9.1 Introduction
9.2 Lifestyle App Users
Figure 9.1 & Table 9.1: Total Number of Users who Access Lifestyle Apps (m) Split by 8 Key Regions 2013-2018
9.3 Lifestyle Apps Accessed
Figure 9.2 & Table 9.2: Total Number of Lifestyle Apps Accessed per Annum (m) Split by 8 Key Regions 2013-2018
Table 9.3: Percentage of Lifestyle Apps Paid for at the Point of Download (%) Split by 8 Key Regions 2013-2018
9.4 Lifestyle App Revenues
Figure 9.3 & Table 9.4: Total Consumer Spend on Lifestyle Apps ($m) Split by 8 Key Regions 2013-2018

10. The Market for eReader Apps

10.1 Introduction
10.2 eReader App Users
Figure 10.1 & Table 10.1: Total Number of Users who Access eReader Apps (m) Split by 8 Key Regions 2013-2018
10.3 eReader Apps Accessed
Figure 10.2 & Table 10.2: Total Number of eReader Apps Accessed per Annum (m) Split by 8 Key Regions 2013-2018
Table 10.3: Percentage of eReader Apps Paid for at the Point of Download (%) Split by 8 Key Regions 2013-2018
10.4 eReader App Revenues
Figure 10.3 & Table 10.4: Total Consumer Spend on eReader Apps ($m) Split by 8 Key Regions 2013-2018

11. The Market for Productivity Apps

11.1 Introduction
11.2 Productivity App Users
Figure 11.1 & Table 11.1: Total Number of Users who Access Productivity Apps (m) Split by 8 Key Regions 2013-2018
11.3 Productivity Apps Accessed
Figure 11.2 & Table 11.2: Total Number of Productivity Apps Accessed per Annum (m) Split by 8 Key Regions 2013-2018
Table 11.3: Percentage of Productivity Apps Paid for at the Point of Download (%) Split by 8 Key Regions 2013-2018
11.4 Productivity App Revenues
Figure 11.3 & Table 11.4: Total Consumer Spend on Productivity Apps ($m) Split by 8 Key Regions 2013-2018

12. The Market for Healthcare Apps

12.1 Introduction
12.2 Healthcare App Users
Figure 12.1 & Table 12.1: Total Number of Users who Access Healthcare Apps (m) Split by 8 Key Regions 2013-2018
12.3 Healthcare Apps Accessed
Figure 12.2 & Table 12.2: Total Number of Healthcare Apps Accessed per Annum (m) Split by 8 Key Regions 2013-2018
Table 12.3: Percentage of Healthcare Apps Paid for at the Point of Download (%)  Split by 8 Key Regions 2013-2018
12.4 Healthcare App Revenues
Figure 12.3 & Table 12.4: Total Consumer Spend on Healthcare Apps ($m) Split by 8 Key Regions 2013-2018

13. The Market for Social Communication Apps

13. The Market for Social Communication Apps
13.1 Introduction
13.2 Social Communication App Users
Figure 13.1 & Table 13.1: Total Number of Users who Access Social Communication Apps (m) Split by 8 Key Regions 2013-2018
13.3 Social Communication Apps Accessed
Figure 13.2 & Table 13.2: Total Number of Social Communication Apps Accessed per Annum (m) Split by 8 Key Regions 2013-2018
Table 13.3: Percentage of Social Communication Apps Paid for at the Point of Download (%) Split by 8 Key Regions 2013-2018
13.4 Social Communication App Revenues
Figure 13.3 & Table 13.4: Total Consumer Spend on Social Communication Apps ($m) Split by 8 Key Regions 2013-2018

14. The Market for Finance Apps

14.1 Introduction
14.2 Finance App Users
Figure 14.1 & Table 14.1: Total Number of Users who Access Finance Apps (m) Split by 8 Key Regions 2013-2018
14.3 Finance Apps Accessed
Figure 14.2 & Table 14.2: Total Number of Finance Apps Accessed per Annum (m) Split by 8 Key Regions 2013-2018
Table 14.3: Percentage of Finance Apps Paid for at the Point of Download (%) Split by 8 Key Regions 2013-2018
14.4 Finance App Revenue
Figure 14.3 & Table 14.4: Total Consumer Spend on Finance Apps ($m) Split by 8 Key Regions 2013-2018

Companies Referenced

Interviewed:  Amazon, Amdocs, Bango, GetJar, Inneractive, Mozilla, Opera, Sencha, Smartling.

Case Studied: AdMob, Airtel, Appsfuel, Bango, Microsoft, Mozilla, Safaricom, Samsung, Sencha, Supercell, The Financial Times, Verizon, Vodafone

Mentioned: Accel Partners, Alcatel, America Movil, Amobee, AppChina, Apple, Appsfuel, Assanka, AT&T, Baidu, Barnes & Noble, BBC, Bharti Airtel, biNu, BlackBerry, Buongiorno, China Mobile, CNET Australia, DiGi, Digital Chocolate, Disney, EA, Electronic Arts, Facebook, FIFA, Financial Times, FT.com, Gameloft, Google, Guardian, Handango, Huawei, Hutchison Whampoa, Imangi Studios, Instagram, King.com, Kobo, LG, LinkedIn, McAfee, Movistar, Netflix, New York Times, Nokia, NTT DOCOMO, OMGPOP, Opera, Pandora, Parse, PayPal, Pinterest, Playtomic, Qualcomm, Rovio, SingTel, Skype, Sumea, Supercell, Telefonica, Telstra, Tencent, T-Mobile, Tumblr, Viber, Vodafone, Wall Street Journal, XL, YouTube, ZTE, Zynga.

Extra Info

‡ 8 key regions includes:

North America, Latin America, Western Europe, Central & Eastern Europe, Far East & China, Indian Subcontinent, Rest of Asia Pacific and Africa & Middle East

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Key Questions

  • What is the current value of the market? How big will it be in five years’ time?
  • What is the most popular category of app in terms of revenues, users and downloads?
  • How many apps are paid for at the point of download?
  • How many users are making in-app purchases?
  • What are the key differences and similarities between the OTT storefronts?
  • What can MNOs do in order to gain the consumer spend in this area?
  • What are the key trends which will shape this market over the next five years?
  • What are the biggest challenges and hurdles which key players will face over the next five years?
  • How big a challenge is discovery and what can be done to overcome it?
  • Who’s making HTML5/Web apps and why?

Any Questions about this report please contact us.

 

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Future App Stores Ultimate IFxl, 2013-2018

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