The document provides analysis of trends in the UK App Store between March 2010 and April 2010. Some key points: - The number of apps and publishers increased by over 50% and 30% respectively, while average app size decreased by 5% and average price decreased slightly. - "Tsunami of crap apps" refers to large number of low-quality batch-produced apps in certain categories like quotes and jokes. - For utility apps, memory size is less important but casual apps generally aim for 10MB or less for quick downloads on phones. - Business categories offer less opportunity for startups due to high brand penetration and concentration of free apps. - Many news vendors treat mobile apps like

1. Q1 App Store UK Analysis & Metrics Brandon Mensinga [email_address]

2. “ Tale of the Tape” Big Picture +54.7% Number of Apps Number of Publishers A verage App Memory Average App Price +37.8% +16.3% -5.3% 98, 290 152, 065 23, 640 32, 568 8 . 69 10 . 11 £1 . 59 £1 . 51

4. Cookie cutter web 2.0 sites . #5 (115) Most Released Apps March 2010 targeting local businesses

10. 90% of users search and/or browse for apps directly on their iPhone (and not their computer)

14. #1 concentration of free apps (55.7%); using apps as distribution channel

15. #3 biggest downward spiral in price point (-10%); brands intent on acquiring an audience * we track only half the categories for brand penetration; there may be other categories that exceed business

21. Free + Digitized Print Ad supported. Metro UK.

22. Free + Mobile Ad Supported. This includes; Sky News, NYTimes and The Independent

23. Free + Sponsored. The Telegraph and Time Mobile

24. Free + Ad Supported + Paywall (Metered Access). FT Mobile

28. #1 concentration of £5.99+ apps (18%); niche content = higher price point

29. #1 biggest downward spiral in price point (-21%); niche content = subject to rapid App Store commoditization

33. To show my appreciation I would be happy to provide you with the just released App Store Metrics UK April 2010 issue.