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south asian mobile conference 2011 -dumi south asian mobile conference 2011 -dumi Presentation Transcript

  • Business Model for Mobile Applications
    A Network Operators Perspective
  • +
    App client
    Mobile App store services come as Device-based or Network-based
    Mobile App Types
    1
    Network
    Device-based Apps
    • Function through a client app residing on subscriber handset
    Mobile Apps
    • Services1) provided through subscriber handsets
    2
    Network
    Network-based Apps
    • Do not require a client application
    • Operate through SMS, IVR, USSD and WAP channels
    RBT
    IVR eg. Music
    USSD and WAP Portal
    1) All services aside from peer-to-peer voice and peer-to-peer SMS
    Source: Team analysis
  • Competition in the apps market has grown rapidly since the launch of iTunes app store …
    2008
    Earlier
    Q1/09
    2007
    Q2/09
    Q4/09
    Q3/09
    Apps Players Timeline
    Mobile App Stores
    Post-Apple MAS Players Explosion
    Pre-Apple MAS1) Players
    • The number of entrants is still growing, with new announcements of MAS launches
    • New MAS by Sprint in Q1/2010 (partnering with GetJar)
    • Verizon VCast
    • T-Mobile’s T-Mobile Channel (recommended content for Android devices)
    • TIM Brazil in Q1/2010 (partnering with Qualcomm)
    • No MAS player has demonstrated clear failure so far
    • No player has yet been bought
    • Market experts are expecting consolidation in the medium-term
    • Wholesale Applications Community as Industry wide Initiative
    GetJar
    1) Mobile App Store
    Source: Team analysis
  • Google
    BlackBerry
    Main players in the device-based apps space include Apple, Nokia and Google through its Android platform
    Device-based App Players
    NON EXHAUSTIVE
    • Offers over 300,000 iPhone apps through iTunes store
    • Achieved over 9.9 billion downloads
    • Offers over 3,000 apps through the BlackBerry App World
    • Accessed by 5-10 million subscribers
    Apple
    • Offers over 4,000 apps through the Ovi store
    • Supported by Symbian, Java platforms
    • Reached 10 million downloads within a few months
    • Offers apps on Windows Marketplace for Mobile
    Microsoft
    Nokia
    • 200,000apps on Android Market & growing
    • Utilized by over a million users
    • Offers close to 200,000 apps through the app store
    • Formed partnerships with 16,000 content players
    Handago
    • Offers apps through Palm App Catalogue
    • Accessed by nearly one million subscribers
    • Offers over 50,000 apps
    • Reached 675,000 downloads
    Palm
    GetJar
    Source: Team analysis
  • App Store with a Difference
  • App Store with a Difference
    App Store with a Difference
    • Many Apps, all Device Independent and does not require download
    • Accessed through SMS, USSD, IVR or Web Interfaces
    • Even a user with a very low end voice and SMS only handset can access and enjoy
  • Device based App Stores
    Little or no revenues for operators
    Developers revenue based on purchase (download), challenged by many free Apps
    App Stores under strict regulation of Device Manufacturers
    Limited to high end device users, thus not very bottom of the pyramid friendly
  • Why Network based App Stores?
    Recurring revenue to the Operator as well as developer
    Applications are independent of handsets, more potential customers
    One time development effort to the developer
    Device Independent
    Many Modes of Access
  • Why Network based App stores ?
    Number of Apps in Q3 2010
    Number of Units sold up to Q3 2010
    Million units
  • App Zone - After 1 year
    A developer community of more than 5000
    120 live applications and growing
    Very good consumer response, good revenues to operator
    Good revenues to developers
    Highest earner, a university student
    - Earns more than Rs 200,000 per month