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July
2009
 

July
2009

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    July
2009 July
2009 Presentation Transcript

    • 
 Skyhook
Wireless
 
 
 
 
 
 
 
 Location
Aware
App
Report

 
 Review
of
location‐aware
apps
from
the
Apple,
Blackberry,
 Android,
Nokia
and
Palm
App
Stores
 
 
 July
2009

    • Skyhook
Wireless
July
Location‐Aware
App
Report
 
 This
report
analyzes
trends
in
location
aware
apps
from
the
five
major
mobile
application
stores,
including
the
iTunes
App
Store,
Blackberry
App
 World,
Android
Marketplace,
Nokia
Ovi
Store
and
Palm
App
Catalog.
This
month,
Skyhook
studied
specifically
the
pricing
trends
in
the
Apple
and
 Android
stores,
the
two
longest
running
app
stores.

We
took
price
data
from
each
store’s
launch
until
now,
and
found
some
interesting
results.

 $0.99
is
the
most
popular
pricing
point
in
both
stores,
but
the
stores
also
contain
many
apps
priced
at
far
higher
amounts.

One
important
 discovery
made
in
the
Apple
App
Store
was
the
existence
of
“Bulk
Apps,”
local
search
or
travel
apps
that
are
released
in
mass
by
a
single
author.

 These
apps
make
up
a
large
portion
of
the
Apple
store,
and
suggest
an
interesting
trend
in
app
marketing.

 
 LBS
Apps
Added
Per
Month‐
All
Stores
 Decrease
in
LBS
apps
in
recent
 600
 months
is
due
to
drop
in
Bulk
 Apps,
not
a
general
lack
in
app
 development.

 500
 400
 Ovi
 Palm

 Blackberry
 300
 Android
 iPhone
 200
 100
 0
 November
 December
 January
 February
 March
 April
 May
 June

    • Featured
Data:
Trends
in
App
Pricing,
Apple
App
Store
and
Android
Marketplace
 
 The
$0.99
category
is
the
most
popular
in
the
Apple
App
Store.
This
store
always
offered
 paid
apps,
yet
developers
are
now
rolling
out
far
fewer
free
apps
than
when
the
store
 first
launched.

The
App
Store
leads
the
industry
with
a
whopping
figure
of
77%
paid
LBS
 apps.


 In
the
chart
on
page
3,
notice
the
spikes
in
$0.99
apps
in
2009.

The
spikes
are
the
result
 of
a
handful
of
companies
releasing
“Bulk
Apps”
–
template‐based
apps,
usually
selling
 for
the
same
price,
which
have
the
same
look
and
feel
but
swap
out
content.
For
 example,
Molinker
Inc.
sells
over
850
travel
apps
based
on
the
same
template,
but
 switches
out
content
based
on
specific
locations,
e.g
Travelto
Paris
or
Travelto
CostaRica.
Around
1/3
of
Apple
LBS
apps
are
mass‐produced
local
 search
or
travel
guide
apps.
View
more
details
about
Bulk
App
producers
in
the
table
at
the
right.

 Releasing
Bulk
Apps
is
a
developer
monetization
strategy.
These
developers
do
not
aim
to
sell
millions
of
downloads
of
one
killer
app,
rather
 they
sell
100+
highly
targeted,
template
apps
at
low
price
points
and
low
volumes.

There
are
over
50,000
App
Store
apps,
and
this
massive
 number
is
often
referenced
as
a
sign
of
the
tremendous
growth
of
the
App
Store.
But,
it
is
important
to
understand
that
bulk
apps
make
up
 much
of
this
volume.

 There
is
not
yet
a
well‐understood
path
to
monetization
for
mobile
apps.
Developers
are
experimenting
with
various
price
points,
mobile
 advertising,
and
virtual
goods.
Creating
a
catalog
of
Bulk
Apps
is
another
new
(and
unproven)
marketing
method
for
mobile
apps.


 

    • 
 Android
LocaHon
App
Prices
by
Quarter
 Apple
LocaHon
App
Prices
by
Quarter
 $0.99
spike
 in
Q2
ager
 $0.99
spike
in
 160
 intro
of
 Q1/Q2
due
to
 500
 140
 paid
apps
 Bulk
Apps
 450
 120
 400
 100
 350
 80
 300
 60
 40
 250
 20
 200
 0
 150
 100
 Q209
 Q109
 50
 Q2
2009
 0
 Q1
2009
 Q4
2008
 Q3
2008
 
 Open
since
June
2008
and
October
2008
respectively,
the
Apple
App
Store
and
Android
Marketplace
provide
insight
into
the
evolution
of
 application
pricing
over
time.

The
chart
on
the
left
documents
the
introduction
of
paid
apps
into
the
Marketplace
after
they
were
first
allowed
 in
February
2009.
The
majority
of
paid
Android
apps
sell
for
$0.99
or
$1.99,
but
a
few
apps
are
selling
for
greater
than
$9.00.
As
time
goes
on,
 the
number
of
free
apps
released
per
quarter
is
decreasing.
On
the
right,
we
can
see
trends
in
pricing
over
time
in
the
iTunes
App
Store,
with
 spikes
in
$0.99
related
to
Bulk
Apps.
 
 
 
 
 
 
 
 
 
 
 34
Farnsworth
St,
Boston,
MA
02210
|
Phone:
617.314.9802
|
www.skyhookwireless.com
 

    • 
 LBS
Paid
vs.
Free
Apps
by
 LocaHon
Apps
by
Category‐
All
Stores
 1000
 Percent
 900
 100%
 800
 700
 90%
 600
 80%
 500
 400
 Palm
 70%
 300
 Ovi
 60%
 200
 Free
 50%
 100
 Blackberry
 Paid
 0
 40%
 Android
 Reference/Educajon
 Travel
 Entertainment
 Social
Networking
 Lifestyle
 Public
Transportajon
 Games
 Ujlijes
 Navigajon
 Finance
 Music
 Health
&
Medical
 Sports
&
Fitness
 Shopping
 News
&
Weather
 Business
&
Producjvity
 Photography
 30%
 iPhone
 20%
 10%
 0%
 
 The
major
App
Stores
have
very
different
ratios
of
paid
to
free
apps.

 While
Travel
and
Navigation
are
still
the
top
categories
in
all
five
 iPhone
has
the
highest
percentage
of
paid
apps,
at
around
75%,
 stores,
other
interesting
categories
have
grown
tremendously.

 while
Palm
has
no
paid
apps
at
all.

Android
has
the
smallest
 Social
Networking
is
a
top
category
in
all
of
the
stores,
and
in
fact
 percentage
of
paid
apps,
at
around
25%,
followed
by
Ovi
at
just
over
 surpassed
Travel
in
the
Android
Marketplace
this
month.

Lifestyle
is
 40%
and
Blackberry
at
around
55%.

As
the
iPhone
is
the
most
 mature
and
successful
store,
it
is
natural
that
the
newer
stores
will
 also
increasing
in
popularity.

Most
surprisingly,
the
Sports
&
Fitness
 gravitate
to
its
model.

Over
time,
the
other
app
stores
will
begin
to
 category
has
seen
huge
growth
in
each
of
the
five
stores
this
month.

 offer
more
and
more
paid
apps,
and
the
ratios
of
paid
to
free
will
 Golf
apps
were
particularly
popular,
a
clear
indicator
of
the
arrival
 look
more
like
Apple’s.

 of
summer.
 
 
 
 34
Farnsworth
St,
Boston,
MA
02210
|
Phone:
617.314.9802
|
www.skyhookwireless.com
 

    • 
 Nokia
Ovi
Store
 Palm
App
Catalog
 The
Ovi
Store
serves
all
Nokia
and
Symbian
phones.
It
launched
in
 The
Palm
App
Catalog
serves
the
Palm
Pre
device.
It
was
launched
in
 May
2009.

It
currently
has
23
location‐aware
applications.
There
is
 June
2009,
and
is
the
newest
store
of
those
reported.
It
currently
 about
a
43/57
split
between
Paid
and
Free
apps.
The
most
popular
 has
9
location‐aware
applications.
All
of
the
LBS
apps
are
currently
 categories
are
currently
Utilities
and
Social
Networking.

The
 free.

The
most
popular
categories
are
Entertainment
and
Lifestyle.
 average
price
of
an
app
is
$3.11.


 Palm
App
Catalog
Key
Findings:
 Ovi
Store
Key
Findings:
 • Palm
App
Catalog
is
the
only
store
that
contains
no
paid
LBS
 • Ovi
has
the
smallest
ratio
of
LBS
apps
to
total
apps.
Only
2%
 apps.
 of
apps
use
location.
This
is
interesting
because
they
Nokia
 • Palm
has
the
largest
ratio
of
location‐based
apps
to
total

 number
of
apps
,
though
it
was
just
recently
launched
has
9
 has
shown
serious
interest
in
this
space,
including
the
$8bn
 location‐aware
applications.

All
of
the
LBS
apps
are
 acquisition
of
Navteq.
 currently
free.

The
most
popular
categories
are
 Nokia
LBS
Apps
by
Category
 Entertainment
and
Lifestyle.
 
News
&
 Navigajon
 Palm
LocaHon
Apps
by
Category
 Weather
 9%
 Travel

 Games
 Travel
 4%
 4%
 4%
 11%
 Lifestyle
 Navigajon
 Lifestyle
 34%
 11%
 9%
 Social
 Ujlijes
 Networking
 31%
 Social
 11%
 Networking
 17%
 Entertainment
 Music
 33%
 9%
 Entertainment
 Sports
&
 4%
 Fitness
 9%
 
 34
Farnsworth
St,
Boston,
MA
02210
|
Phone:
617.314.9802
|
www.skyhookwireless.com
 

    • 
 Apple
App
Store
 Android
 The
App
Store
serves
Apple’s
iPhone
and
iPod
Touch
devices.

It
was
 The
Android
Marketplace
serves
Google’s
Android
devices.

It
was
 launched
in
June
2008.
It
currently
has
over
50,000
apps
in
the
US,
 launched
in
October
2008.

It
currently
has
over
4,000
apps
 and
over
2,800
are
location‐aware.
There
is
a
77/23
split
between
 (excluding
games),
and
over
400
are
location‐aware.

There
is
about
 paid
and
free
LBS
apps.
The
average
price
of
a
location
app
is
$3.47.

 a
25/75
split
between
paid
and
free
LBS
apps.
The
average
price
of
 The
number
of
apps
added
each
week
has
steadily
increased
since
 an
Android
location
app
is
$1.00.

The
number
of
apps
added
each
 the
store’s
launch.
 week
has
increased
sporadically
since
the
store’s
launch.

 Apple
App
Store
Key
Findings
for
June:
 Android
Marketplace
Key
Findings
for
June:
 • The
number
of
top
apps
in
the
Lifestyle
and
Social
 • The
average
LBS
app
price
has
increased
from
$0.86
to
 Networking
categories
have
increased
significantly
since
 $1.00
in
one
month
 May
 • The
number
of
top
apps
in
the
Shopping
category
has
 • The
Travel
and
Navigation
categories
continue
to
have
the
 decreased
significantly
since
May,
while
those
in
the
 most
growth
of
all
the
categories
 Lifestyle
category
have
decreased
 
 • The
Marketplace
gained
apps
in
interesting
categories
such
 Percentage
of
Top
Apple
Apps
Using
Location
 as
Photography,
Reference
and
Health
this
month
 
 100
 80
 








Percentage
of
Top
Android
Apps
Using
Location
 60
 40
 20
 80
 0
 60
 40
 20
 0
 
 lifestyle
 social
 news
&
 shopping
 travel
 weather
 
 
 34
Farnsworth
St,
Boston,
MA
02210
|
Phone:
617.314.9802
|
www.skyhookwireless.com
 

    • 
 Blackberry
App
World

 Blackberry
LBS
Apps
by
Category
 The
Blackberry
App
World
serves
Blackberry
smartphones.

It
was
 Business
&
 launched
in
April
2009.

It
currently
has
79
location‐aware
apps.

 Lifestyle
 Producjvity
 1%
 There
is
a
57/43
split
between
paid
and
free
apps.
The
most
popular
 5%
 categories
are
currently
Travel,
Navigation
and
Productivity
&
 Utilities.

The
average
price
of
an
app
is
now
$11.70.


 Navigajon
 Travel
 27%
 25%
 App
World
Key
Findings:
 News
&
 • Blackberry
has
only
released
14
LBS
apps
in
one
month’s
 Weather
 time
 Ujlijes
 4%
 • The
number
of
paid
and
free
apps
in
App
World
is
now
 18%
 Entertainme nearly
equal
 nt
 1%
 
 Finance
 
 Social
 Reference
 1%
 Networking
 4%
 9%
 Healthcare
&
 
 Fitness
 5%
 
 
 
 
 34
Farnsworth
St,
Boston,
MA
02210
|
Phone:
617.314.9802
|
www.skyhookwireless.com
 

    • 
 
 Conclusion
 July’s
study
brought
to
light
an
interesting
trend
in
the
Apple
App
Store:
the
production
of
Bulk
Apps
by
several
different
developers.

We
are
 seeing
similar
Bulk
Apps
produced
in
the
Android
Marketplace,
though
none
in
the
LBS
category
yet.

It
will
be
interesting
to
watch
and
see
if
 developers
begin
to
port
these
location‐based
Bulk
Apps
to
other
platforms,
and
how
it
will
affect
each
marketplace.

With
the
Ovi
and
Palm
 stores
being
so
new,
August
is
sure
to
provide
further
insight
into
these
stores,
and
may
determine
whether
or
not
they
will
choose
to
model
 themselves
more
closely
to
Apple
in
attempt
to
garner
some
of
its
success.

We
will
continue
to
closely
monitor
individual
pricing
trends
and
this
 rising
trend
of
mass‐produced
apps.
 34
Farnsworth
St,
Boston,
MA
02210
|
Phone:
617.314.9802
|
www.skyhookwireless.com