The History Of App Store

2011.2.8. mobizen

Step #1. Chaos

Carrier Is King

Carrier Is King In Korea

ⓜPlayon

Government Is Gangster In Korea

Step #2. Unification

Yes, Apple Made it.

It’s A Well-Made Store.

10

0

1,250

2,500

3,750

5,000

300

5000

2009

2010

(Unit : Million)

Mobile App Download s By Year

- Source : Onlineitdegree.com

0

10

20

30

40

2009 2010 2011 2012 2013 2014 2015

35

17.5

4.24

6.77

14.34

21.91

29.48

6.8

11.4

15.9

20.5

25.0

PRNewswire Gartner Getjar Research2GuidanceIDC Marketsand

Global Mobile App Store Revenue

(Unit : Billion $)

Step #3. Dog & Cow

113 App Stores

48 Developer Programs

452 Companies

- Source : wipconnector.com

Defense

WAC2010.12. WAC 1.02011.04. WAC 2.0

MWC WAC 1.0 Device Demo2011.05. WAC 1.0 Commercialization

Step #4. Problem Comes Up

- Source : Pew Research Center

All Adults

82% Use Cell Phones

35% Have Apps

24% Use Apps

0% 25% 50% 75% 100%

85%

69%

86%

52%

49%

30%

69%

15%

31%

14%

47%

50%

70%

31%

18~24

25~34

35~44

45~54

55~64

65+

Total

Yes No

US Users Who Have Downloaded Mobile Apps

- Source : Ask.com

0%

7%

14%

21%

28%

22%

26% 26%

28%

2010. 1Q2010. 2Q

2010. 3Q2010. 4Q

How Often Apps Are Downloaded & Used Just One

- Source : Localytics

0%

23%

45%

68%

90%

28%

48%

24%

81%

5% 14%

49%

27%

24%

Less Than ExpectedMore Than Expected

As Expected

Android Market Ovi Store App Store

Developer’s App Store Revenue

- Source : Open First

0% 25% 50% 75% 100%

35.54%

68.00%

64.46%

32.00%

App Store

Android Market

Free Paid

Application Free vs. Paid

- Source : AndroidLib, 148apps.biz(2011.02.7)

0% 25% 50% 75% 100%

81.00%

98.90%

19.00%

1.10%

App Store

Android Market

Free Paid

Download Free vs. Paid

- Source : Apple Insider(2010.9), FADE(2010.5)

Step #5. Market Arrangement

Platform Provider60.96%

Telco15.79%

Vendor9.21%

Portal8.77%

Publisher4.39%

Others0.88%

Favorable Player For App Store

- Source : www.mobizen.pe.kr

Apple Is Responsible For 99.4% Of App Downloads

0%

225%

450%

675%

900%

111%

268%

544%

258%174%

274%

587%

899%

Apple App StoreBlackBerry App World

Android MarketOvi Store

Whole Free

2010, Mobile App Store Growth

- Source : Distimo

Step #6. Advanced BM

-70%

-53%

-35%

-18%

0%

18%

-12%

-24%

1%

-29%

-19%

-24%

-9%

-61%

Apple App StoreBlackBerry App World

Android MarketOvi Store

Whole Free

- Source : Distimo

2010. 6 ~ 12, Mobile Application Average Price

Revenue Shift Advertising To Virtual Good Sales$10

9

8

7

6

5

4

3

2

1

02009.9 10 11 12 2010.1 2 3 4 5 6 7 8 9

Advertising Revenue Virtual Good Sales - Source : Flurry

0% 25% 50% 75% 100%

88%

71%

5%

14%

7%

15%

2010. 06

2010. 12

Paid AppPaid App With In-App PurchasesFree App With In-App Purchases

iPad, Revenue Share By Monetization Type

- Source : Distimo

iPhone, Revenue Share By Monetization Type0% 25% 50% 75% 100%

64%

51%

22%

15%

14%

34%

2010. 06

2010. 12

0%

15%

30%

45%

60%

40%

27% 27%30%

14%18%

6%

59%

43%42%

34%

26%26%

10%App Store Sales

AdvertisingIn-App Purchase

Brand LoyaltyMobile Commerce

SaasCoupon

2010 2011

Business Model Ranking

- Source : IDC

Step #7. Expand

OpenAppMkt

Chaos

UnificationDog & Cow

Problem Comes UpMarket Arrangement

Advanced BMExpand

Selection & Focus

Change Your Business Model

Make A Chance In Expanded Area

Conclusion

http://www.mobizen.pe.kr@mobizenpekr

Thanks For Listening.