Analyzing the application stores: users, apps, growth, and more

ANALYZING THE APPLICATION STORESUSERS, APPS, GROWTH, AND MOREHendrik KoekkoekAnalyst

MOBILE APP STORESGREAT FOR CONSUMERS, BUT THERE ARE MANY…

WE KNOW APP STORES1. DISTIMO COLLECTS FACTUAL AND TIMELY MARKET DATA, WORLDWIDE2. DEDICATED TO MARKETS WHERE APP STORES ARE LEADING DISTRIBUTION CHANNEL3. INDEPENDENT AND CROSS-STORE ANALYSIS, APPLYING SAME METRICS TO EVERY STORE

DISTIMO MONITOR FREE APP STORE MONITORINGDISTIMO MONITOR1. FREE CROSS-PLATFORM APP STORE MONITORING TOOL FOR DEVELOPERS2. SUPPORT FOR ALL MAJOR APP STORES3. TRANSACTIONAL DATA ALLOWS US TO BENCHMARK APPLICATIONS WITH THE MARKET

DISTIMO REPORT DATA EXAMPLESWORLDWIDE CONSUMER ACTIVITY IPHONE IPAD’S ROAD TO 75K APPLICATIONS

FOUR MAJOR MARKET SHIFTS:WHAT DOES THIS MEAN FOR YOU?

SHIFT IN1. CONTENT LEADERS

STORES BY NUMBER OF APPLICATIONS 0 150,000 300,000 450,000Based on United States – September 2010 – September 2011

STORES BY NUMBER OF APPLICATIONS AND THEIR YEARLY GROWTH RATES (309%) (61%) (311%) (325%) (211%) (2017%) 0 150,000 300,000 450,000Based on United States – September 2010 – September 2011

ANDROID WILL BE THE CONTENT LEADER 1. 2. 3. 4. 5. 6. VERY DIFFERENT GROWTH RATES: CHANGING WITHIN A YEAR FROM NOWBased on United States – September 2010 – September 2011

Content leader will change within one year from now.

2. NEW MONETIZATION STRATEGY BECOME KEY REVENUE DRIVER

IPHONE OF ALL APPLICATIONS FEATURE IN-APP PURCHASESBased on United States – August 2011

Paid with In-Apps Paid only 24% 24% Free with OF REVENUE COMES FROM APPS In-Apps FEATURING IN-APP PURCHASES 52%Based on 200 most grossing applications in United States – August 2011

THAT’S UP FROM 76% 28% LAST YEAR! 28% July 2010 August 2011 REVENUE FROM APPLICATIONS THAT FEATURE IN-APP PURCHASESBased on 200 most grossing applications in United States – July 2010 & August 2011

IN-APP PURCHASES INTRODUCED TO ANDROID MARKET IN MARCH 2011. 76% OF 25 MOST GROSSING APPLICATIONS ARE FREE APPS MONETIZING WITH IAPBased on 25 most grossing applications in United States – September 2011

Only 4% of all iPhone apps feature IAP, but when looking at the mostgrossing apps, 76% of the revenue is generated by apps featuring IAP.On the iPad and Android, in-app purchases are becoming a majordriver of revenue as well.

3. IMPACT OF COUNTRIES CHANGING RAPIDLY

COUNTRIES BY DOWNLOAD VOLUMES AND THEIR GROWTH IN 2011 1. 2. ? 3. ? 4. ? 5. ?Based on transactional data from Distimo Monitor and top 300 free / paid applications – January 2011 & August 2011

COUNTRIES BY DOWNLOAD VOLUMES AND THEIR GROWTH IN 2011 1. (-15%) 2. (+75%) SPECTACULAR GROWTH IN CHINA. 3. (-17%) TOP 300 GENERATES OVER 1.8M DAILY DOWNLOADS IN CHINA 4. (+19%) 5. (-27%)Based on transactional data from Distimo Monitor and top 300 free / paid applications – January 2011 & August 2011

United States no longer the only really important country for appconsumption,China generates almost half of the downloads of the US.North America, Europe and Asia are almost equal in size when lookingat app downloads.

…4. CHANNEL FRAGMENTATION: GOING BEYOND MOBILE

DOWNLOAD VOLUME TOP 300 FREE – UNITED STATES 100 : 20 AUGUST 2011Based on transactional data from Distimo Monitor top 300 free applications US – August 2011

DOWNLOAD VOLUME TOP 300 PAID – UNITED STATES 100 : 42 AUGUST 2011Based on transactional data from Distimo Monitor top 300 paid applications US – August 2011

REVENUE TOP 300 PAID – UNITED STATES $100 : $108 AUGUST 2011Based on transactional data from Distimo Monitor top 300 paid applications US – August 2011

Comparing the iPhone to the iPad, download volumes of the iPad areconverging towards those of the iPhone.In terms of revenue, top iPad applications passed the top iPhoneapplications.

App store content leaders of today are not those of tomorrowLook beyond one-off fees to monetize your appImpact of Asian countries on the riseMobile content also fit on other platform

ANALYZE YOUR PERFORMANCE. LOOK AT THE NEIGHBORS. DONT SIT BACK.

ANALYZE YOUR PERFORMANCE. LOOK AT THE NEIGHBORS. DONT SIT BACK.GO TO MONITOR.DISTIMO.COM

THANK YOUFOR ANY ENQUIRIES, PLEASE CONTACT:Hendrik Koekkoekhendrik@distimo.com Custom in-depth The free cross- app store market platform app store reports for carriers monitoring tool for & manufacturers developers For more info, visit report.distimo.com For more info, visit monitor.distimo.com

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Analyzing the application stores: users, apps, growth, and more

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