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This presentation is delivered by iStartApp in collaboration with the University of Florence. It provides a summary of Niccolò Feroci’s Bachelor Thesis Work on "Mobile AppMarketing: Actors and Products". This content is made available for the general public. We hope it can provide useful information for further studies on this vast and fast-moving market. Please reference as: Feroci N., Guercini S., "The AppStore Business Model: A Survey With Case Studies",Internship Final Presentation at iStartApp, Florence, Italy, 2012. Contacts: web: http://www.istartapp.com email: info@istartapp.com facebook: www.facebook.com/istartapp twitter: iStartApp
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THE APPSTORE BUSINESS MODEL:A SURVEY WITH CASE STUDIES
Niccolò Feroci, University of Florence – 2012 Graduate
Simone Guercini, Full Professor of Business Economy at the University of Florence
in collaboration with
This presentation is delivered by iStartApp in
collaboration with the University of Florence.
It provides a summary of Niccolò Feroci’s
Bachelor Thesis Work on
"Mobile AppMarketing: Actors and Products"
This content is made available for the
general public. We hope it can provide useful
information for further studies on this vast
and fast-moving market.
FOREWORD
FACTS:
5.9 billions activated sim cards, 1.2 billions with mobile-web support
45% of global territory covered by broadband network (159 countries)
In 2011, for the first time, more smartphones than basic phones sold in the USA
Source: International Telecommunication Union
FACTS:
2005 2006 2007 2008 2009 2010 2011 2012 20130
100200300400500600700800900
50 77 115 140 173
303
488
656
820Smartphones Shipped Wordlwide with 2013 Forecast (MLN)
Annual Shipments – estimates for 2012 and 2013 - source: Gartner; IDC.
iOS Android
17% 52%
2011:WORLD SMARTPHONE
OS MARKET
Operating System market share. Source: Gartner; IDC; Startegy Analytics
FACTS:
iOS Android
27%
55%
2011: USA SMARTPHONE OS
iOS Android
23%
32%
2011: EU SMARTPHONE OS
Source: Nielsen Company
EU:
369 mln Android
346 mln AppStore
China:
12 mln Android
178 mln AppStore
USA:
421 mln Android
430 mln AppStore
Japan:
43 mln Android
83 mln AppStore
AppStorevs
Android Market
January 2012 DownloadsSource: Xyologic Mobile Analysis
Most Innovative Companies :
Ranking/Company
2010 2009 2008 2007 2006
Apple 1 1 1 1 1
Google 2 2 2 2 2
Microsoft 3 4 5 5 5
IBM 4 6 12 9 10
Amazon 6 11 11 20 21
LG electrics 7 27 NP 49 85
Sony 10 14 9 10 14
source: Business Week
As of 2011:
AppStore
About 20% of total app downloaded were paid apps
More than 60% of paid apps costed $0.99
32% of total app downloads were games
Android Market
96% of downloads were free apps
70% of total apps available were free
21% of total app downloads were utility, vs 6% of Appstore
Source: www.chomp.com
Mobile Advertising
eCPM
Japan: $ 1.3 $ 1.7
Fill Rate
Japan: 85% 78%
CTR
Japan: 1.1% 2.3%
Source: blog.inner-active.com
AppStore marketing
AppStore marketing
High expectation among the users
High-end target
More than 500000 apps available
Tough competition
Business model
Free app
Pay app• pay per download • daily or weekly payment • freemium
Good practice for design and marketing
usability functionality
entertainment
promotion
Marketing and communication
• Only one store• more than 500000 apps available• NO advertising on the store
BE CREATIVE
Social NetworksMedia Go global
Pricing
Freemium model generates 72% of total revenues of paid apps
Milestones for app success
solid content (usability,
functionality, entertainment)
smart keywords
choice
regular updates
price drops
Search results:
86%
14%
Android
function searchname search
81%
19%
iOs
function searchname search
CASE STUDIESin collaboration with iStartApp
FileXChange
released 24 April 2011
category:business
FileXChange: update effect
DATES
DO
WN
LO
AD
S
Monthaverage
Update
Significant peak after the first update release
SpeakNotesreleased 24 April 2011
category:business
SpeakNotes: price drop effect
DATES
DO
WN
LO
AD
S
Monthaverage
Pricedrop
Significant peak after halving the price from $1.99 to $0.99
AcknowledgementsGiuliana Scillia
Niccolo’ TosiGiorgia TaurinoIlaria Esposito
Contactsinfo@istartapp.comwww.istartapp.com
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