Web Apps Will Catch Mobile Apps, Study Suggests

Count Global Intelligence Alliance as among the analysts who believe Web applications will be a viable competitor to app store programs over time, and that content distribution is likely to be a direct beneficiary of the trend towards using Web browsers to serve up mobile apps.

The same might be said for subscription-based mobile services such as news and weather as well.

Despite conventional wisdom, by 2013 HTML5 will enable Web-based apps to provide user experinces that rival that of mobile apps, GIA argues. But there are other reasons to believe Web-based apps will prove attractive. Web apps offer an architectural advantage, namely cross-device launches.  Mobile apps have to be adapted for each operating system, and often for discrete devices as well.

The Web also arguably is a better platform for subscription-basedservices such as communications, news, weather, financial services, retail and shopping, where user analytics are important. But GIA notes that smaller providers and pay-per-download services might well find the mobile apps route profitable, as such an approach can be directly tied to a clear revenue model.

But Web-based mobile apps will take a couple of years to develop. Right now, respondents surveyed by GIA say user adoption is about twice as high when using a mobile app approach. Some 47 percent of respondents reported that user adoption was higher when using a mobile app approach, compared to about 23 percent of respondents who said a Web approach produced higher end user adoption.

Web apps, on the other hand, are a bit more "sticky" than native apps, respondents report. About 27 percent of survey respondents said user activity peaked at initial download and then steadily declined. Only 15 percent of Web app developers said that was the case.

Likewise, about 23 percent of respondents indicated that user activity kept growing after download, compared to about 33 percent of Web apps users. Of course, that might be a statistical artifact produced by the different use cases.

To the extent that a mobile app provides access to "static" content, usage would decline over time, in much the same way that any user's viewing of a new movie will be highest at download and then drop off. Compare that to a cable TV subscription or news feed, that might be used on a continuing basis because the actual content is dynamic, rather than static.

The survey also found that end user session lengths tended to be longer for native apps, compared to Web apps. About half the respondents say native apps produce longer sessions. Only 20 percent of developers say Web apps produce long sessions. Of course, much depends on the type of application.

Many interactive or transactional apps will tend to last longer than many content delivery apps, if only because the transactional app will require time-consuming search and research. A user investigating air travel or lodging in a distant city might need to spend quite a bit of time conducting research, compared to a user playing a game or downloading a specific bit of content.

About 53 percent of native app developers reported that this approach cost more than creating a Web app, compared to 17 percent of respondents who said the Web app cost more than a native app to create.

About 43 percent of developers reported that maintenance and update of native apps cost more than a Web app approach.  About 24 percent of respondents indicated that a Web app approach was more costly to maintain and update.

About 60 percent of developers reported that a Web app approach was faster than a native app development approach.

U.S. Mobile Gaming Down 13% Annually, Feature Phone Drop is 35%, comScore is Still Bullish

You might not think a market that declines 13 percent year over year, and declines a whopping 35 percent, year over year, is a "growth" market. But that undoubtedly is the case. U.S. mobile gaming activity declined 13 percent between February 2009 and February 2010, posting a sharper drop of 35 percent among owners of feature phones, according to comScore. So why the optimism?

As it turns out, mobile gaming by smartphone owners increased 60 percent over that same period.
“Although the number of mobile gamers has declined in the past year, there is reason for significant optimism about the future of this market,” says Mark Donovan, comScore SVP. “As the market transitions from feature phones to smartphones, the dynamics of gameplay are also shifting towards a higher-quality experience," and that seems to be why smartphone gaming is up so much.

The inevitable ascent of the mobile gaming market depends not only on smartphone subscribers’ higher propensity to play games on their mobile devices, but also their heavier gaming activity across nearly every dimension, comScore says.

Smartphone subscribers (47.1 percent) are three times more likely than feature phone subscribers (15.7) to play games on their device at least once a month, comScore says.

They are more than five times as likely to play games almost every day and far surpass their feature phone counterparts across various methods of game play.

Smartphone subscribers also install significantly more games on their devices with 27.3 percent having installed at least one game compared to just 5.6 percent of feature phone subscribers.

A third of smartphone subscribers with games have more than five games installed on their phones, while less than one percent of feature phone subscribers have that many games installed.

“Smartphones offer a more accessible and compelling mobile gaming experience that is enabling adoption of this behavior, even among consumers who have not traditionally been gamers,” says Donovan.

And of course we haven't yet seen the impact of devices such as the iPad, which offer bigger screens and therefore potentially better gaming experiences.

Smartphone subscribers are more likely to play mobile games than feature phone subscribers across every gaming genre. The genre with the highest penetration among smartphone subscribers is arcade puzzle games at 12.9 percent, followed by card games (11.9 percent), word/number games (11.4 percent) and casino games (7.6 percent).

Another Reason Why Handset Suppliers Have Gained Value in the Mobile Ecosystem

The mobile user experience keeps getting more complex as mobile operators add spectrum bands, even though most users do not directly encounter any of the particular issues. The reason is that it is harder to maintain connections moving from cell to cell and network to network as new frequencies must be added.

Voice and Internet connectivity issues also become marginally harder as hanset antennae have to accomodate more signals at different frequencies. Also, mobile Internet handsets have to conduct all sorts of signaling operations to support social networking, email and other applications. And then there is the simple matter of different air interfaces.

New fourth-generation Long Term Evolution networks will make the problem worse, especially for "world phones" that are supposed to work in many regions of the world.

When GSM, the first "digital" air interface was firs used in Europe, there was only a single frequency band at 900 MHz band. Than an 1800 MHz band was added, then 2100 MHz.

In the United States, the 850 and 1900 MHz, 1700 and 2100 MHz bands are used. That has lead to "quad band" and "tri-band" devices. And now LTE frequencies will have to be added.

In Europe LTE will likely start on 2600 MHz and potentially also be used on 1800 MHz and 2100 MHz bands, with some use at 800 MHz.

In Japan, LTE will be used on 2100 MHz with an additional band likely to follow. In the United States, the situation is even more divergent. Verizon uses a 10 MHz block in the 700 MHz range.

Some other operators might launch LTE in the 1700 and 2100 MHz bands. Finally, there are rumors of Clearwire jumping from WiMAX to LTE in the 2600 MHz band but with TD-LTE.

So global roaming capabilities of devices will be challenging. So how does this all work out on the consumer end user front? First, cost becomes an issue. Battery life is affected. In some cases, there are form factor issues and reception issues, as the physical placement of the antenna makes a difference.

The potential band and technology combinations for GSM, CDMA, UMTS and LTE are huge, as air interfaces also are different between operators in the U.S. market. All of that means there also are volume manufacturing issues, as devices have to be customized to a certain extent, by operator and by intended region of operation.

All of that means some devices will work better, quite apart from the obvious user interface issues, because of hidden requirements such as the networks each device is intended to work with, signaling operations and even the physical placement of elements within each device.

More-efficient producers will have an advantage as well, as the complexity of these decisions will mean there is an advantage for manufacturers and designers that can leverage the customizing process.

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Operator App Stores Get More Traction Than You Might Think

Though many observers, including many service provider executives, might be skeptical about the long-term viability of operator-sponsored mobile application stores, a new study by Nielsen suggests consumers are favorably impressed with operator app stores, as compared to handset stores such as the Apple App Store.

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Many observers believe device app stores will ultimately gain favor, but a new Nielsen survey finds ongoing loyalty to carrier stores.  As of the end of 2009, half of all applications users were accessing carrier app stores according to Nielsen’s new App Playbook service.

That is not to say the Apple App Store has lost any luster in the United States. The relatively new BlackBerry App World Store also was the second most popular app store, in part because of BlackBerry’s industry-leading installed base.

But carrier application stores were not as far behind as some might think. About 84 percent of respondents said they were satisfied with the Apple App Store, while 81 percent said they were happy with the Android Market.

Some 59 percent of respondents said they were satisfied with the BlackBerry App World. About 56 percent reported satisfaction with the Windows Marketplace.

Most mobile carrier stores compare favorably with BlackBerry. About 64 percent of respondents were satisified witht he AT&T Application Store, while 65 percent said they were satisfied with the Sprint Application Store.

Some 66 percent said they were happy with the T-Mobile Application Store and 62 percent reported they were satisfied with the Verizon Application Store.

Nielsen’s App Playbook  surveys more than 4,000 application downloaders in the United States every six months about their mobile application usage.

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$17.5 Mobile App Sales in 2012

Mobile App Stores: A Closer Look from Plugg Conference on Vimeo.

A study conducted by mobile analyst Chetan Sharma and sponsored by GetJar suggests the market for paid mobile apps should grow to $17.5 billion within the next three years, implying a value greater than CD-based apps in 2012, when apps sold on physical media are projected to be $13.8 billion.

App downloads will leap from slightly more than seven billion in 2009 to nearly 50 billion in 2012, representing an annual growth rate of 92 percent, the study also suggests.

According to the study, by 2012, off-deck paid-for apps will be the biggest revenue generator, accounting for almost 50 per cent of all apps revenue.

In 2009, on-deck apps available from mobile operators accounted for over 60 percent of all apps revenue, but this will fall significantly to just under 23 percent by 2012.

The average app selling price for apps in North America was $1.09, significantly higher compared to that in developing markets such as South America ($0.20) and Asia ($0.10).

According to the study, revenue opportunities in Europe are set to grow from $1.5 billion in 2009 to $8.5 billion in 2012, while in North America the figure will rise from around $2.1 billion to around $6.7 billion in 2012.

Currently, apps are most popular in Asia, with the region accounting for 37 percent of global downloads (free and paid) in 2009. North American downloaders spend the most money on apps, accounting for over 50 percent of global app revenue.

Advertising and transactions are a growing portion of the way applications are monetized, though purchase fees will represent most of the revenue for the near term.

Buy Your Bandwidth When You Buy Your App

As the mobile industry starts selling more connections to support sensor networks and non-traditional mobile devices such as game players and media players, it is going to create new charging methods as well.

The Kindle, for example, hides the cost of connectivity in the sales price of content. That model likely will become more popular over time as more devices emerge that require occasional connectivity, but are unsuited to the traditional monthly or prepaid billing plans.

At the same time, assuming regulators do not outlaw the concept under the guise of "network neutrality," more operators may start experimenting with priority access and other quality of experience measure.

3UK, for example, gives users on  more-expensive plans access priority access when the network gets congested. Tiered service levels are one obvious way to allow users to match their preferences with their payment plans.

Application stores might offer another approach that is akin to the way Kindle now works. It might be the case in the future that some applications are sold in a way that incorporates the cost of bandwidth in the sales price of the software.

Some users will want to pay less, and take their chances with  YouTube viewing quality. Alternatively, a user might be able to buy a service that includes quality of service mechanisms for YouTube consumption.

In principle, that isn't much different from selling access plans offering varying bandwidth at varying prices, or different buckets of voice minutes of use or text messages or data consumption. The concept might be especially attractive for users at two ends of the usage spectrum.

Very-light users might prefer the lower overall cost of paying for just enough bandwidth to support their use of particular applications. "Power" or business users might be willing to pay much for the best possible quality for business conferencing or voice quality, especially when the network is congested.

Yes, that is a combination of network management and bit discrimination. But there is no good end-user focused reason to give consumers a choice of consumption options.

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Books Lead Apple App Store Inventory

There are lots of applications available in the Apple App Store. But a huge number of those items are discrete book or game titles, not applications. And those most applications downloaded from the App Store are of the "free" sort, about 75 percent of the books and games are "for fee" downloads.

In fact, "books" are the biggest category in the store, followed by games.

The App Store is an awful lot like iTunes, it appears: a distribution mechanism for content.

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.

More Personalized Services for Mobile

Personalized services for mobile customers will grow from $806 million to $2.9 billion in annual operator revenue by 2011, say researchers at ABI Research. Among top applications are real-time charging for multimedia content and mobile Internet services.

Up to this point it has been difficult for carriers to easily charge customers for non-voice, non-text  purchases such as music and video downloads. With an increasing introduction of real-time charging capabilities for these services, customers can do it by topping up their prepaid accounts or using a credit card.

Perhaps the greatest growth opportunity for personalized services comes from  “metered broadband”: the ability to access the Internet on an ad hoc basis, or to extend in real time the access bundled in a subscriber’s plan.

Other personalized services include customized Web browsing, parental controls, and enhanced control of text messaging which will enable users to block certain numbers, set some automated forwarding rules, and otherwise configure their SMS.

Japan Mobile Market: Different than Europe

The Japanese mobile market long has been seen as a trend-setter for mobile applications elsewhere in the world. As Accenture looks at the market, that remains the case. Japanese users simply do different things, with different levels of intensity, than users in Western Europe, for example.

A Location Based Service Somebody Needs to Develop

As someone who spends lots of time at conferences and trade shows, and who randomly bumps into people, it occurs to me that one location-based service that would really be helpful is a way to have your mobile alert you when somebody you have been communicating with over a recent user-defined period is in your vicinity. The reason is simple enough: quite often one works with people for years without ever physically meeting them. And if the opportunity presents itself, one would like to stroll over and say hello.

The issue is that I don't know how well GPS will work when all of us are inside a large meeting hall. Bluetooth would help for short distances, I suppose. It might also be nice if the app could run in the background when synchronized with one's notebook or desktop and collect photos of your contacts, putting them into your contact database so you know roughly what the person you want to meet looks like.

For that matter, scouring public sources and putting a picture into my contact directory might also be nice if I weren't a Facebook user, which essentially provides that function.

Nokia Navteq: a Service Provider?

Nokia is acquiring Navteq, a leading provider of digital map information for navigation systems and devices, Internet-based mapping applications, and government and business solutions. Navteq also owns Traffic.com, a Web service that provides traffic information and content to consumers. Navteq had 2006 revenues of $582 million and has approximately 3,000 employees located in 168 offices in 30 countries. Nokia is paying $8.1 billion.

By acquiring Navteq, Nokia will strengthen its location-based services and take a step away form being a device manufacturer and becoming an applications provider, at least in part. And why not? More and more of the value of any product are provided by the services wrapped around the device.

Nokia says it plans to use location capabilities to expand into areas such as entertainment and communities. In Japan, location services already are a fairly significantly used feature.

A First for Google Mobile Usage

Google has seen a spike in usage of its mobile services since May, partly offsetting the traditional summer slump in computer-based Web surfing for the first time, says Marissa Mayer, Google VP.

Traffic to Google's maps, e-mail and mobile searches on mobile phones and wireless handheld devices rose 35 percent between May and June. That reversed the previous annual pattern in which both mobile phone and computer use declined, Mayer says.

Credit Apple's iPhone, at least in part. The iPhone launch apparently lead to a jump of 40 percent to 50 percent in use of Google Maps on mobile phones.

Mobile use remained high into August, even as overall traffic searches surged then fell in the summer months. The traffic traditionally drops by 20 percent to 40 percent between May and June, as computer users in the Northern Hemisphere go on vacation.

Mayer says the numbers suggest growing acceptance of mobile Web applications.

Overall growth in the usage of Google services has begun to pick up again in the current week, as U.S. students go back to school and vacationers begin to return to work, Mayer says.

80% of Mobile Calls Go to Just 4 People

"Although mobile phones make it easier to keep in regular touch, a typical user spends 80 percent of his or her time communicating with just four other people," says Stefana Broadbent, an anthropologist with the User Adoption Lab at Swisscom. Think of it as the long tail of communications.
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Broadbent also says different channels get used for distinct reasons. Mobile calls are for last-minute coordination. Texting is for “intimacy, emotions and efficiency.” E-mail is to exchange pictures, documents and music. IM and VoIP calls are “continuous channels”, open in the background while people do other things.
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Also, you won't be surprised by this finding, but texting is on the increase. “Users are showing a growing preference for semi-synchronous writing over synchronous voice,” says Broadbent.

And though enterprise IT managers might not like the idea, private communications are invading the workplace. Workers expect to be plugged into their social networks while at work, whether by email, IM or mobile phone.
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