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The History Of App Store




                           2011.2.8. mobizen
Step #1. Chaos
Carrier Is King
Carrier Is King In Korea




Playon
Government Is Gangster In Korea
The History of App Store
Step #2. Unification
Yes, Apple Made it.
It’s A Well-Made Store.
10
The History of App Store
The History of App Store
Mobile App Download s By Year
                                       5000
                                                          5,000
(Unit : Million)



                                                         3,750




                                                        2,500




                                                    1,250
             300

            2009
                                                    0
                                      2010
- Source : Onlineitdegree.com
Global Mobile App Store Revenue
                PRNewswire    Gartner              Getjar           Research2Guidance
                IDC           Marketsand
40
        (Unit : Billion $)
                                                                            35

30
                                                            29.48

                                                                                        25.0

20                                         21.91
                                                                            20.5
                                           17.5
                                                            15.9
                             14.34
10                                         11.4

                      6.77    6.8
     4.24
 0
  2009               2010    2011          2012             2013           2014         2015
Step #3. Dog & Cow



                        452 Companies

                        113 App Stores

                     48 Developer Programs

                           - Source : wipconnector.com
Defense




                         WAC
                   2010.12. WAC 1.0
                   2011.04. WAC 2.0
             MWC WAC 1.0 Device Demo
          2011.05. WAC 1.0 Commercialization
The History of App Store
Step #4. Problem Comes Up
All Adults



82% Use Cell Phones


  35% Have Apps


   24% Use Apps

                  - Source : Pew Research Center
US Users Who Have Downloaded Mobile Apps
                                                              Yes           No
           0%                25%           50%               75%                 100%

18~24                                85%
                                                                          15%

25~34                          69%
                                                                    31%
35~44
                                     86%
                                                                          14%
 45~54
                       52%
                                                        47%
 55~64
                       49%

    65+                                                50%
                 30%

   Total                                         70%
                               69%

                                                                   31%
 - Source : Ask.com
How Often Apps Are Downloaded & Used Just One
                                                   28%
                                                              28%
                         26%          26%

   22%

                                                          21%




                                                          14%




                                                         7%


  2010. 1Q
                        2010. 2Q                         0%
                                   2010. 3Q
                                              2010. 4Q
- Source : Localytics
Developer’s App Store Revenue
                Android Market             Ovi Store               App Store

                                                                                    90%
        81%




                                                                                68%

                 49%
                          48%

                                                                                45%
  28%

                                         27%
                                                   24%
                                                                       24%     23%

                                 5%                          14%
  Less Than Expected
                          More Than Expected                                   0%
- Source : Open First                                    As Expected
Application Free vs. Paid
                                                                      Free             Paid
                     0%             25%                50%             75%                     100%
       App Store           35.54%
                                                             64.46%

  Android Market
                                       68.00%
                                                                             32.00%
- Source : AndroidLib, 148apps.biz(2011.02.7)

                          Download Free vs. Paid
                                                                 Free                 Paid
                   0%               25%               50%             75%                     100%
      App Store
                                          81.00%
                                                                                  19.00%
 Android Market
                                                   98.90%

- Source : Apple Insider(2010.9), FADE(2010.5)                                               1.10%
The History of App Store
Step #5. Market Arrangement
Favorable Player For App Store

          Others
          0.88%
      Publisher
        4.39%
    Portal
    8.77%
Vendor
 9.21%

  Telco
               Platform Provider
 15.79%
                     60.96%

                           - Source : www.mobizen.pe.kr
Apple Is Responsible For 99.4% Of App Downloads
2010, Mobile App Store Growth
                                                                 Whole          Free
                                                                         899%
                                                                                     900%




                                                                                  675%
                                                  587%
                                          544%


                                                                                 450%

                      268%   274%
         174%
 111%                                                     258%
                                                                                225%


Apple App Store
                  BlackBerry App World                                          0%
                                         Android Market
- Source : Distimo
                                                           Ovi Store
Step #6. Advanced BM
2010. 6 ~ 12, Mobile Application Average Price
                                                   Whole          Free

                                                                               18%


                                          1%
                                                                              0%

 -12%
                                                   -9%
         -19%                                                                -18%
                     -24%    -24%

                                                           -29%              -35%


                                                                            -53%

Apple App Store
                  BlackBerry App World                                      -70%
                                         Android Market              -61%

- Source : Distimo                                          Ovi Store
Revenue Shift Advertising To Virtual Good Sales
$10

 9

 8

 7

 6

 5

 4

 3

 2

 1

 0
      2009.9   10    11     12   2010.1   2   3        4     5         6   7        8       9

                    Advertising Revenue           Virtual Good Sales           - Source : Flurry
iPad, Revenue Share By Monetization Type
            0%           25%                50%          75%
                                                                                   100%
2010. 06
                                      88%
                                                                           5%     7%
2010. 12
                               71%
                                                          14%
                                                                            15%



            iPhone, Revenue Share By Monetization Type
             0%          25%                50%         75%                        100%
2010. 06
                             64%
                                                        22%
                                                                            14%
 2010. 12
                       51%
                                                  15%
                                                                34%
     Paid App
     Paid App With In-App Purchases
     Free App With In-App Purchases                                   - Source : Distimo
Business Model Ranking
                                                                   2010         2011
       59%
                                                                                          60%



                   43%
 40%                           42%                                                        45%

                                           34%
             27%                     30%
                         27%
                                                                                       30%
                                                       26%
                                                                   26%


                                                             18%
                                                 14%                                   15%

                                                                               10%
App Store Sales
              Advertising                                                 6%
                       In-App Purchase                                               0%
                                   Brand Loyalty
                                            Mobile Commerce
                                                            Saas
 - Source : IDC                                                           Coupon
Step #7. Expand
The History of App Store
OpenAppMkt
The History of App Store
The History of App Store
Conclusion
               Problem Comes Up
          Dog & Cow Market Arrangement
    Unification                 Advanced BM
                                         Expand
Chaos




                    Selection & Focus
               Change Your Business Model
             Make A Chance In Expanded Area
Thanks For Listening.




            http://www.mobizen.pe.kr
                     @mobizenpekr

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The History of App Store

  • 1. The History Of App Store 2011.2.8. mobizen
  • 4. Carrier Is King In Korea Playon
  • 10. 10
  • 13. Mobile App Download s By Year 5000 5,000 (Unit : Million) 3,750 2,500 1,250 300 2009 0 2010 - Source : Onlineitdegree.com
  • 14. Global Mobile App Store Revenue PRNewswire Gartner Getjar Research2Guidance IDC Marketsand 40 (Unit : Billion $) 35 30 29.48 25.0 20 21.91 20.5 17.5 15.9 14.34 10 11.4 6.77 6.8 4.24 0 2009 2010 2011 2012 2013 2014 2015
  • 15. Step #3. Dog & Cow 452 Companies 113 App Stores 48 Developer Programs - Source : wipconnector.com
  • 16. Defense WAC 2010.12. WAC 1.0 2011.04. WAC 2.0 MWC WAC 1.0 Device Demo 2011.05. WAC 1.0 Commercialization
  • 18. Step #4. Problem Comes Up
  • 19. All Adults 82% Use Cell Phones 35% Have Apps 24% Use Apps - Source : Pew Research Center
  • 20. US Users Who Have Downloaded Mobile Apps Yes No 0% 25% 50% 75% 100% 18~24 85% 15% 25~34 69% 31% 35~44 86% 14% 45~54 52% 47% 55~64 49% 65+ 50% 30% Total 70% 69% 31% - Source : Ask.com
  • 21. How Often Apps Are Downloaded & Used Just One 28% 28% 26% 26% 22% 21% 14% 7% 2010. 1Q 2010. 2Q 0% 2010. 3Q 2010. 4Q - Source : Localytics
  • 22. Developer’s App Store Revenue Android Market Ovi Store App Store 90% 81% 68% 49% 48% 45% 28% 27% 24% 24% 23% 5% 14% Less Than Expected More Than Expected 0% - Source : Open First As Expected
  • 23. Application Free vs. Paid Free Paid 0% 25% 50% 75% 100% App Store 35.54% 64.46% Android Market 68.00% 32.00% - Source : AndroidLib, 148apps.biz(2011.02.7) Download Free vs. Paid Free Paid 0% 25% 50% 75% 100% App Store 81.00% 19.00% Android Market 98.90% - Source : Apple Insider(2010.9), FADE(2010.5) 1.10%
  • 25. Step #5. Market Arrangement
  • 26. Favorable Player For App Store Others 0.88% Publisher 4.39% Portal 8.77% Vendor 9.21% Telco Platform Provider 15.79% 60.96% - Source : www.mobizen.pe.kr
  • 27. Apple Is Responsible For 99.4% Of App Downloads
  • 28. 2010, Mobile App Store Growth Whole Free 899% 900% 675% 587% 544% 450% 268% 274% 174% 111% 258% 225% Apple App Store BlackBerry App World 0% Android Market - Source : Distimo Ovi Store
  • 30. 2010. 6 ~ 12, Mobile Application Average Price Whole Free 18% 1% 0% -12% -9% -19% -18% -24% -24% -29% -35% -53% Apple App Store BlackBerry App World -70% Android Market -61% - Source : Distimo Ovi Store
  • 31. Revenue Shift Advertising To Virtual Good Sales $10 9 8 7 6 5 4 3 2 1 0 2009.9 10 11 12 2010.1 2 3 4 5 6 7 8 9 Advertising Revenue Virtual Good Sales - Source : Flurry
  • 32. iPad, Revenue Share By Monetization Type 0% 25% 50% 75% 100% 2010. 06 88% 5% 7% 2010. 12 71% 14% 15% iPhone, Revenue Share By Monetization Type 0% 25% 50% 75% 100% 2010. 06 64% 22% 14% 2010. 12 51% 15% 34% Paid App Paid App With In-App Purchases Free App With In-App Purchases - Source : Distimo
  • 33. Business Model Ranking 2010 2011 59% 60% 43% 40% 42% 45% 34% 27% 30% 27% 30% 26% 26% 18% 14% 15% 10% App Store Sales Advertising 6% In-App Purchase 0% Brand Loyalty Mobile Commerce Saas - Source : IDC Coupon
  • 39. Conclusion Problem Comes Up Dog & Cow Market Arrangement Unification Advanced BM Expand Chaos Selection & Focus Change Your Business Model Make A Chance In Expanded Area
  • 40. Thanks For Listening. http://www.mobizen.pe.kr @mobizenpekr