mobile application - secondary research data

Mobile Application

Secondary Research Data

MobileApplication:ParadigmShift

Disclaimer: All the data given in the document are collected from different sources. Author just made a compilation of useful information

Information compiled by: [email protected]

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IndianPotentialinAppsMarket 77% of people in India have up to 30 apps on their smartphone

Indians prefer business‐focused apps like email and expense managers.

20% will delete similar apps from their handset if they hear about a better one

Men are more likely to download an application (93%) vs. women (87%)

Most Popular Applications Downloaded

Music (41%)

Social Networking (41%)

Business (27%)

Photo/ Personalization (22%)

Games (22%)

Most Popular Applications Used

Social Networking (40%)

Music (36%)

Business (28%)

Utilities (21%)

Games (21%)

Women (43%) are more into social networking than men (38%)

Majority of 18‐24 year olds download and use social networking apps

58% of smartphone users in India believe apps truly benefit their lives, relying on them while at

home (31%), travelling (24%), or at work (10%).

48% of Indians think it’s important to have the most recent technology and applications

34% feel they need to be able to download the latest music releases

Most Smartphone users frequently rely on apps throughout the day (48%) while a further 22%

log on and use them two or three times a week

31% of people use their apps at home while 29% use them while commuting to and from work

17% of Indians only download the free apps available for their phone

Indians are the heaviest users using most or all applications on their phone.



TopPopularApps

Top Ten Mobile App Categories in 2012

1 Money transfer

2 Location based services

3 Mobile Search

4 Mobile browsing

5 Mobile health monitoring

6 Mobile payment

7 Nearfield Communication

8 Mobile advertising

9 Mobile instant messaging

10 Mobile music

SmartphonePlatformSharing

303,113

151,036

25,782 19,439 6,856

371,675

332,114

36,787 40,671 26,211

‐

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

iphone Apps Android Nokia Ovi Balckberry Windows 7

Jan 2011 June 2011



RevenueModelsforApps3 ways, make can be made from app

In app advertisements

o Model would only work if you truly have an app that will be downloaded in huge

numbers

Freemium model

o Developers offer their core product for free and then offer in‐app purchases

Paid Apps

*Sponsors can also help you get money

FlowofStartingUpwithApps STARTING UP WITH APPS

o Idea

o Enroll for the store

o Get your own device and study them

o File apps

o Market apps

Parent Company

Launched No. of Apps (United States)

App Downloads Per Day

Platform support Developer Revenue Share

Billing Methods Developer submission

fee

Apple 10‐Jul‐08 412,377 33 Mn iOS 70% iTunes 99 USD

Google 22‐Oct‐08 206,143 16.66 Mn Android OS 70% Google Checkout Operator Billing 25 USD

RIM 1‐Apr‐09 26,771 3 Mn BlackBerry 70% Credit card Operator billing Paypal 0 USD

Nokia 26‐May‐09 29,920 5 Mn Flash Lite, Java,

Maemo, Symbian, WRT widgets

70% Credit card Operator billing 1.4 USD appx

Palm 6‐Jun‐09 6,363 Undisclosed Palm Web OS 70% Credit card 99 USD

Microsoft 5‐Oct‐09 11,731 Undisclosed Windows Phone OS 70% Credit card Operator billing Paypal

First 5 apps free: 19.99

USD for every additional

app



StatisticsaboutMobileindustryandTrendsinIndia

iPhone is 5th preferred luxury for SEC‐C

Mobile phone is considered as top most necessity among all SEC with more than 90% average

preference

People have very high preference for technology for the reason of performance/ efficiency

enhancement

Performance quality and brand image are most preferred attributes among all SEC

Internet has highest penetration among SEC‐A and SEC‐B

Size of mobile gaming industry was Rs. 1.8 bn in 2008 and expected to grow to Rs. 13.4 bn in

2013

Mobile gaming industry growing at the rate of 36.89% CAGR for 2009‐13

The Indian digital music market was of Rs. 1.8 bn in 2008 and expected to grow to 6.55 bn in

2013

Internet advertising was sharing for 2.3% in 2008 and expected to grow by 5.5% in 2013with

annual CAGR 19.8

Top activities on cellphones are time check, calling, SMS, music by means of radio and MP3s,

alarm clock and calendar

Young generation has higher tendency to spend online, aging between 12‐19 and preferred class

is SEC‐A and SEC‐B

Online purchase is highest for book, flower & gifts, airline/train tickets, movies (CD & DVD),

music and movie tickets



GlobalStatisticsaboutMobileindustryandTrends

There are 5.3 billion mobile subscribers (that's 77 percent of the world population). Growth is

led by China and India.

Mobile devices sales rose in 2010, with smartphones showing strongest growth, Nokia remains

number one in both smartphones and mobile phones, but Android is expected to become the

top OS for new smartphones in 2011.

Half a billion people accessed mobile Internet worldwide in 2009. Usage is expected to double

within five years as mobile overtakes the PC as the most popular way to get on the Web.

Just in China there are 277 million mobile Web users.

Many mobile Web users are mobile‐only, i.e. they do not, or very rarely use a desktop, laptop or

tablet to access the Web. Even in the US 25 percent of mobile Web users are mobile‐only

Scope for the mobile site market

The drivers of mobile Web and mobile media are:

o Web‐enabled handsets ‐ by 2011, over 85 percent of new handsets will be able to access

the mobile Web. In US and W. Europe, it is already surpassed that. Lots of new handsets

support 3G (fast Internet)

N.B. smartphones are only a fraction of Web‐enabled phones

o High‐speed mobile networks ‐ almost one in five global mobile subscribers have access

to fast mobile Internet (3G or better)

o Unlimited data plans ‐ Widespread availability of unlimited data plans drove mobile

media in Japan, now it’s driving the US; but in W. Europe, lack of availability is holding

up progress.

SMS is the king of mobile messaging. 8 trillion text messages will be sent in 2011.

But consumers are also embracing mobile email, IM and MMS rapidly.

A2P ‐ application to person SMS e.g. automated alerts from banks, offers from retailers, m‐

tickets is expected to overtake person to person SMS in 2016

Mobile ad spend worldwide is predicted to be US$3.3 billion in 2011 sky rocketing to $20.6

billion in 2015, driven by search ads and local ads. In the US over half of U.S. mobile ad spending

is local. Asia – Japan particularly – continues to dominate global mobile ad spend



o With US$1 billion in annual mobile ad revenues Google is the main recipient of mobile

ad spend

To what types of mobile marketing do people respond best? In the UK and France opt‐in SMS

gets the best results, in Germany mobile Web ads get the best results

What do consumers use their mobiles for? Japanese consumers are still more advanced in

mobile behavior, using mobile Web, apps and email more, but US or Europeans text and play

more games. Most popular mobile destinations are news and information, weather reports,

social networking, search and maps.

US consumers prefer mobile browsers for banking, travel, shopping, local info, news, video,

sports and blogs and prefer apps for games, social media, maps and music

Mobile searches have quadrupled in the last year, for many items one in seven searches are

now mobile

Over 300,000 mobile apps have been developed in three years. Apps have been downloaded

10.9 billion times. But demand for download mobile apps is expected to peak in 2013

The most used mobile apps in the US are games; news; maps; social networking and music.

Facebook, Google Maps and The Weather Channel (TWC) rule

But does reality match the hype around apps? The average download price of a mobile app is

falling rapidly on all vendor app stores, except Android. And 1 in 4 mobile apps once

downloaded are never used again

Paying by mobile i.e. m‐payments will be worth US$240 billion in 2011 and could be over US$1

trillion by 2015. Purchasing digital goods is the largest segment ahead of physical goods, near‐

field communications (NFC), m‐banking and money transfer. Biggest market today is Japan, but

in the future could be China

o Japan sets the precedent for m‐payment 47 million Japanese have adopted tap‐and‐go

phones, but is expected to take off elsewhere as the world adopts NFC. In China alone,

there will be 169 million users of tap‐and‐go payments in 2013

M‐commerce is predicted to reach US$119 billion in 2015, Japan remains king. Top m‐commerce

retailers globally include: Taobao, Amazon and eBay. On eBay alone consumers bought and sold

over US$2 billion worth of merchandise via mobile in 2010. The US m‐commerce market will be

US$31 billion by 2016

Between 500 million and 1 billion people will access financial services by mobile by 2015,

depending on estimates. The MFS market will be dominated Asia, driven by mobile operator‐led



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mobile application - secondary research data

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