App Stores Very Valuable for Handset Suppliers and Users; Maybe Not Developers

App stores have been a huge boost to smartphone perceived value. What they haven't yet proven is that they are an effective way for software developers to sell applications.

About 80 percent to 90 percent of app downloads are of the "free" rather than "paid" variety, according to AdMob.

Top Five Hot Topics at Mobile World Congress 2010

The Top-Five hot topics at the Mobile World Congress this year, according to analysts at Juniper Research, are:

1. Flurry of launches to increase competition in the smartphone space
2. Operators announce Apps Community
3. GSMA embarks on LTE interconnection standards
4. NFC payment trial at Mobile World Congress to presage widespread NFC adoption?
5. Android platform gains critical mass- the rise of the open source OS

Smartphone launches from Samsung, Sony Ericsson, ZTE, Motorola Acer and several others will dramatically increase competition in the smartphone space, says John Levett, Juniper Research analyst.

In the apps market, the launch by 24 mobile operators of a "Wholesale Applications Community" should allow for mobile internet and applications to be downloaded without the potential headache of conflicting technologies, he says.

With LTE now boasting several live roll-outs and as many as 75 build-out commitments, some 40 mobile industry organizations have now backed industry association GSMA’s initiative to standardise the delivery of voice and messaging services for LTE.

A SIM-based mobile payments trial by the GSMA, Samsung, Telefonica, and several partners could herald a new era in the development of mobile payments using near field communications technology.

MWC 2010 also has seen a proliferation of mobile handsets using Google’s Android platform with announcements from Alcatel, Dell, HTC, LG, Motorola, Samsung, Sony Ericsson and ZTE. that means a higher-profile for open source operating systems overall.

http://www.juniperresearch.com/analyst-xpress-blog/2010/02/17/top-five-hot-topics-at-mobile-world-congress-2010/

24 Carriers, 3 Handset Vendors Launch 3 Billion User App Initiative

A new consortium already including 24 global mobile service providers, Sony, Samsung and LG are creating a new applications community, allowing developers to create apps working across networks serving three billion people.

The new "Wholesale Applications Community" is a recognition of the role application stores now playing in fostering new applications and a great deal of the value of mobile broadband services.

América Móvil, AT&T, Bharti Airtel, China Mobile, China Unicom, Deutsche Telekom, KT, Mobilkom Austria Group, MTN Group, NTT DoCoMo, Orange, Orascom Telecom, Softbank Mobile, Telecom Italia, Telefónica, Telenor Group, Telia Sonera, SingTel, SK Telecom, Sprint, Verizon Wireless, VimpelCom, Vodafone and Wind, as well as Samsung, LG and Sony Ericsson are founding members.

Whether directly or indirectly, by design or by default, the new development community will compete with the Apple App Store as well as other app stores being created by Google and other device and application providers.

The real carrot for developers, if the initiative can iron out any number of important details, is access to a potential audience of three billion mobile users. In practice, discrete markets will be smaller, limited by natural language communities, for example. But it is an ambitious initiative showing access providers are not interested in forfeiting their roles in the application ecosystem to other handset or application providers.

App Stores are "iTunes on Steroids"

New data from Flurry suggests that most iPhone and Android applications are disposable or perishable. Most people stop using them within a month and attrition continues to the point that withint two months, less than 15 percent of users still are using the downloaded apps.

That suggests a bias towards perishable content and entertainment or games. Few people watch "news" programming or read news articles more than once, for example.

Flurry tracks over 20,000 live applications and over two billion user sessions each month, and so far show either that "content is king" or that applications are becoming the dominant delivery mechanism for content, entertainment and tools on smartphones.

The most frequently-used downloaded apps are games, entertainment, social networking, news and other "lifestyle" apps.

Retention curves (the percentage of people using an app at varying times after download) for iPhone and Android applications were nearly identical. After just a month, 60 percent of people have stopped using the typical downloaded app.

That suggests a high degree of sampling. Users seem to be downloading and using many apps, but generally are not finding them sticky enough to continue using after two to three months.

That usage profile has not proven to be the case for some other foundational apps such as text messaging, social networking or email.

In some ways, app stores are becoming publishers of content in the same way newspapers, cable TV or the Web have been; "iTunes on steroids." That doesn't mean there is no room for other apps that prove more foundational. It just means we haven't created them, yet.

60,000 Free Apps Now Available to Sprint Feature and Smartphones

Sprint, in a partnership with GetJar, the world's second-largest app store, now offers a catalog of more than 60,000 free applications, now available to all Sprint customers with feature phones,  RIM BlackBerry and Windows Mobile devices.

"We are opening up the world of apps to customers who may not have a smartphone," says Len Barlik, vice president of wireless and wireline services for Sprint.

"Our partnership with GetJar means that all Sprint customers will now have access to thousands of applications ranging from popular apps such as YouTube and Google Maps to more niche applications that address their business needs," Barlik says.

GetJar offers applications ranging from games and entertainment to education and health, plus . Facebook Mobile, Weather Channel Mobile, ShopSavvy and Loopt can be easily downloaded to most Sprint handsets.

Customers can simply click the link in the "downloads" category of the Sprint portal to access GetJar's site and browse the applications.

GetJar is the world's second largest app store with more than 750 million downloads to date. The company provides more than 60,000 mobile applications across all major handsets and platforms to consumers in more than 200 countries.

How Important Are App Stores?

Consumers will spend $6.2 billion in 2010 in mobile application stores while advertising revenue is
expected to generate $0.6 billion worldwide, say analysts at Gartner. But app stores might be far
more important than the simple sales revenues would suggest.

There seems little question that the success of Apple's iPhone App Store came as a surprise to just
about all observers, including Apple itself. Perhaps none of us should not have been surprised.

Apple already used iTunes to dramatically reshape music distribution, music formats and relationships within the music ecosystem.

At this point, it is reasonable to look at the similarities between iTunes and the App Store and suggest that the Apple App Store, and other application stores, and wonder if they will not have a similar impact on some key portions of the software business, and further shape the attractiveness of any particular piece of hardware.

For some, perhaps many buyers, the software library could be the factor that pushes buyers toward a particular device or family of devices.

But there might be equally-important implications for service providers as well.

Ask a telecom service provider executive why they do not move faster to introduce new applications "at Internet speed" and you very likely will be told that carriers have reputations for quality and brand equity that require them to test the reliability of any new products very thoroughly, and that necessarily slows the pace of innovation.

Others might point out that moving "at Internet speed" to create new applications now is how things often are done, and for that reason delay can be troublesome.

Perhaps app stores are the crucial missing element in allowing service providers to emphasize the quality, stability and robustness of their transmission networks, while at the same time allowing them to stay abreast of rapid application innovation.

It is possible, perhaps even likely, that users can differentiate between the quality or userfulness of a third-party application sold through a service provider supported or affilated app store.

If so, that offers a way forward for service providers rightly concerned about their reputations, yet also needing to move more quickly on the application development front.

In that sense, app stores might offer a convenient way forward. Network performance and stability can be be separated from the perhaps less robust process of making available new applications of uneven quality and value.

Mobile application stores will exceed 4.5 billion downloads in 2010, eight out of ten of which will be free to end users, Gartner analysts predict.

Gartner forecasts worldwide downloads in mobile application stores to surpass 21.6 billion by
2013. Free downloads will account for 82 percent of all downloads in 2010, and will account for 87 percent of downloads in 2013.

Something of the same argument might be made for e-book readers and other new devices whose value depends on the availability of content or applications.

App Store Software Sales $30 Billion in 2013, Advertising Nearly $8 Billion

Advertising-sponsored mobile applications will generate almost 25 per cent of mobile application store revenue by 2013, amounting to nearly $8 billion in revenue.

Consumers will spend $6.2 billion in 2010 in mobile application stores while advertising revenue is expected to generate $0.6 billion worldwide, according to Gartner analysts.

Mobile application stores will exceed 4.5 billion downloads in 2010, eight out of ten of which will be free to end users.

Gartner forecasts worldwide downloads in mobile application stores to surpass 21.6 billion by 2013. Free downloads will account for 82 per cent of all downloads in 2010, and will account for 87 per cent of downloads in 2013.

“Games remain the number one application," says Stephanie Baghdassarian, research director at Gartner.

"No incremental cost" applications will use other revenue models, she says. Developers will charge for additional functionality, sales of products and services or advertising.

Worldwide mobile application stores’ download revenue exceeded $4.2 billion in 2009 and will grow to $29.5 billion by the end of 2013.

Are Apple and Google Reshaping Mobile Phone Competition?

At a deep level, the developing contests in the high-end smartphone business are less about the devices, and more about the applications and business ecosystems the devices will help to support.

Mobile app stores have become the surprise success of the smartphone business. Unfortunately, it isn't a business for most, as most of the apps available on popular app stores are offered free, and most sell for less than a dollar.

And that's where advertising might be important. If developers cannot profit at all, or not much, from direct app sales, perhaps advertising might develop as a key revenue model. Some skeptics will note, rightly, that "advertising" is the magical business model many free Internet app providers have claimed would be their ultimate revenue model.

Some will make it work, but most will not. On the other hand, who would want to bet against Apple and Google being at the very forefront of firms that could find a way to make it work?

So how could Apple or Google make advertising work much better? By vastly improving the relevance of every message, using location and existing profiles of user behavior, and by making "advertising" a more entertaining experience.

To do so, Apple needs a network of advertisers and the technology to target ads to customer behavior, which most observers would say Apple now has with its purchase of Quattro.

Nor might Apple necessarily be thinking of "out-Googling" Google in mobile search. That isn't the way Apple's executives think. Rather, they think about creating whole new businesses, not improving existing businesses.

That is the thinking many have in asserting that mobile apps might someday replace search in a mobile context. The reason is partly the chores of interacting with small screens and text input. Apple will be looking at that, and so will Google. The whole idea will be to automate the process of finding things, so it is a more natural, certainly more easy process.

The other angle is simply screen real estate. Some would argue display ads work better on small screens, as the ad might sometimes occupy the entire screen. Users are likely to see such approaches as intrusive.

Oddly enough, the new shift to app stores and mobile advertising might lessen the value of hardware ingenuity, because the new game is monetizing applications and creating commercial transaction potential using location. There is a sense in which the mobile device battler is shifting from hardware to software.

Right now, it would be hard to argue that Apple and Google are in the strongest positions where it comes to software and advertising.

Will Mobile App Revenue Decline in 2013?

Mobile application downloads, mostly driven by mobile app stores, will reach about five billion in 2014, ABI Research predicts, up from 2.9 billion in 2009.

Despite the proliferation of apps, the firm expects sales to start declining in 2013 as free or ad-supported versions of "must-have" apps undercut the paid ones.

That is perhaps the single most intriguing prediction, as it tests, to a certain extent, both developer ability to create compelling for-fee apps as well as the much-discussed "freemium" business model, where some applications or functionality are given away for free and additional functionality is added "for fee."

In part, ABI Research expects revenue from mobile app sales to decline by 2013 due to competition, which will lead to downward pressure on application prices.

But ABI Research also believes “must-have” applications now sold in app stores will face competition from free or advertising-supported substitutes. This has already started to happen, with the launch of Google’s free turn-by-turn navigation service, says Bhavya Khanna, ABI Research research associate.

As with all such predictions, it might turn out to be partly right, partly wrong. Music, games and other entertainment apps likely will be able to charge fees. The same likely will be true of business, utility, content and productivity apps.

The analogy probably is today's software business. Widgets are free. But lots of other utility, productivity and content apps are sold.

To be sure,  GPS-maker TomTom recently cut the $100 price of its iPhone app in half as a result of Google launching its own free Android counterpart. The ways people acquire GPS capability likely will change over time, it is true. Some people will want stand-alone devices, others will buy such capability as a built-in part of their smartphone purchase. Some will pay for fully-featured apps while others might be willing to use free or low-cost apps.

Some for-fee apps will face pressure when they are confronted by companies such as Google that have some other revenue model that allows them to subsidize functionality other providers rely on as their core revenue stream.

Users who regularly download paid apps spend approximately $9 on an average of five paid downloads per month, AdMob noted in July 2009. People do not seem to mind applets that cost less than $2 each. That suggests, at least so far, an emphasis on micro apps as the revenue driver for mobile app stores. That is a different market than most "shrink wrapped" apps sold today using other channels.

Still, there is a chance of disruption. Ask any telco what happened when Skype, Google Voice and other IP-based firms were able to provide voice calling functionality because it was not their legacy business.

Some for-fee providers likewise will face pressure from competitors that have lower cost structures. But that's a generic business problem. Ask any executive from an established grocery chain what they had to do when Wal-Mart showed up in their local market.

But not every conceivable application will face those problems. Consumers will pay for valuable products, and app stores likely will prove an important way for innovators to sell valuable functionality, at relatively low prices, much of the time.

We likely will see lots of new revenue and business models develop, and app stores will allow creators to sell their products at lower prices than possible before. So some of us might not agree that app store sales revenue will decline, ever.

Among other findings, ABI Research predicts that Android's share of the market will grow from 11 percent to 23 percent over that same period. "This rapid growth is driven by the mass adoption of the Android OS by both vendors and consumers from 2009 onwards," says Bhavya Khanna, ABI Research research associate.

There are now more than 14 phones that run the Android OS, and many more will launch in 2010. This, coupled with the rollout of application stores from both smartphone vendors and network operators, will see the iPhone’s share of the total market shrink between 2010 and 2014,” says Khanna.

Browser Versus App: Which is Best for Mobile Developers?

Developers can just about flip a coin when trying to decide whether to write an app that runs directly in a browser compared to an application a user has to download from an application store.

According to a survey by Compete.com,. about half the time, Apple iPhone users are running apps rather than using their browsers.

So far, Android users are spending more time on their browsers than using apps, but that likely will change as more apps are made available.

Users of other smartphones tend to use their browsers more than downloaded apps.

Android Gaining Ground on iPhone as App Platform

Android seems to be emerging rather quickly as a "number two" choice for mobile device application development, a new analysis by comScore suggests.

“With handsets on multiple carriers, from multiple manufacturers, and numerous Android device models expected to be in the U.S. market by January, the Android platform is rapidly shaking up the smartphone market,” says Mark Donovan, comScore SVP. “While iPhone continues to set the bar with its App Store and passionate user base, and RIM remains the leader among the business set, Android is clearly gaining momentum among developers and consumers.”

Of those American consumers in the market for a smartphone, 17 percent are considering the purchase of an Android-supported device in next three months, compared to 20 percent indicating they plan to purchase an iPhone.

Although Android’s share of the smartphone market is relatively small, it has quickly doubled in the past year to 3.5 percent in October 2009.

An analysis of mobile media consumption on smartphones suggests that users of both Apple and Android-supported devices are more likely to engage with mobile media than an average smartphone user.

Users of the Apple iPhone were most likely to consume mobile media, with 94 percent of users doing so in September 2009, while 92 percent of Android device users, predominantly T-Mobile G1 users, engaged in mobile media activities, 12 percentage points higher than an average smartphone user and far higher than the 26 percent use of mobile media by feature phone users.

Apple and Android users were equally likely to engage with news using their browser and are nearly identical in their mobile application engagement. About 80 percent of both iPhone and Android users say they access news using their device browsers. About 83 percent of Apple users and 82 percent of Android users say they use downloaded apps.

Some 58 percent of iPhone users say they use mobile social networking, compared to 52 percent of Android users. About 43 percent of iPhone users use instant messaging while 46 percent of Android users say they use mobile IM.

Email is an area where Android and iPhone behavior is distinct. Apple iPhone users (87 percent) are far more likely to use email on their devices than Android users (63 percent).

Google’s Android platform has continued to gain awareness among U.S. consumers. In August 2009, just 22 percent of mobile users had heard of the Android, while in November 2009 this figure had reached 37 percent, largely prompted by the Verizon Droid advertising campaign launched in the fall.

The comScore study found that not only is general awareness increasing about Android, but intent to purchase an Android-supported device is also increasing among mobile phone users.

When mobile users were asked in November 2009 which phone they planned to buy in the next three months, 17 percent of respondents in the market for a new smartphone said they planned to purchase an Android-supported device, with 8 percent of those planning to purchase a Verizon Droid, compared to 20 percent of respondents who said they planned to purchase an iPhone during that same time period.

In comparison, when survey respondents answered this same question in August 2009, only seven percent indicated an intent to purchase either the T-Mobile G1 or the T-Mobile MyTouch -- which were the only Android-supported phones available at the time -- while 21 percent of respondents planned to purchase an iPhone in the next three months.