Business Model for Mobile Applications  <br />      A Network Operators Perspective <br />
+<br />App client<br />Mobile App store services come as Device-based or Network-based<br />Mobile App Types<br />1<br />N...
Operate through SMS, IVR, USSD and WAP channels</li></ul>RBT<br />IVR eg. Music<br />USSD and WAP Portal<br />1)	All servi...
Competition in the apps market has grown rapidly since the launch of iTunes app store … <br />2008<br />Earlier<br />Q1/09...
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
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south asian mobile conference 2011 -dumi

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south asian mobile conference 2011 -dumi

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

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