Executive Summary
E1. Is mobile apps a recession proof industry?
E2. Future battleground for developers
E3. Opportunity for operators
E4. Apple by far the market leader
1. The Growth of Smartphone and Mobile Data Markets
1.1 Patterns in Consumer Demand
1.2 Emerging from Recession
Chart 1: Mobile Handsets industry and the effects of recession
1.3 An increasing role for third-party applications
1.4 Shifting Momentum: Emerging value chain dynamics
2. Successful App Store Models: Driving the Emerging Craze
2.1 The iTunes App Store
Figure 1: iTunes AppStore: Desktop and Handheld (iPhone and iPod Touch) views
2.1.1 AppStore as a Handset Sales Driver
Chart 2: Quarterly sales increment for Apple
2.1.2 Key Success Factors
Chart 3: Apple’s revenue since september 2007
2.1.2.1 Attracting Developers
Figure 2: New Developers ratio in App’s store
2.1.2.2 Proliferation in Applications
2.1.2.3 Effectively Managing the App Store business Model and Policy
Chart 4: Apps store download statistics
2.1.2.4 Available Applications
2.1.3 The iTunes App Store as the remaining source of competitive advantage for the iPhone platform
Chart 5: Categories and percentage in the ITunes Apps
Chart 6: Number of apps per category in the ITunes
2.2 Android Market
Chart 7: Android Market download statistics
2.2.1 Advantages for operators
Chart 8: Android Device Sales by 2015
2.2.2 Android Market Business Model to the consumer
2.2.3 Initial Market Impact of the Google/Android Business Model
2.2.4 Android as an enabler for mobile search, LBS and user defined content
2.2.5 Other Priorities for Google: Championing the Web App and HTML5
2.2.6 Android Market and the Risk of Platform Fragmentation
2.2.7 Android App Stats and Trends
2.3 BlackBerry App World
2.3.1 BlackBerry App World Business Model and App Categories
2.3.2 Fixing the Declining Competitive Advantage for RIM
Chart 9: Price Variation in LBS for Blackberry
2.4 Nokia Ovi Store
2.5 Microsoft Windows Marketplace
2.6 Palm Pre App Catalog
2.7 Symbian Horizon
2.8 LG Application Store
3. Third Party Platform App Stores
3.1 Getjar
3.1.1 Getjar Innovation in Business Model
Chart 10: Weekly Downloads on GetJar
3.2 Handango
3.3 Handmark
3.4 AppsLib
3.5 Operator Offerings
3.5.1 RIM opens blackberry apps store
3.5.2 Nokia's Ovi store
3.5.3 T-Mobile's effort
3.5.4 Airtel app
4 Evolving role of market actors and the ecosystem
4.1 Handset/OS manufacturers
4.1.1 Unexpected Growth Phenomenon - Fortuitous development spurs change of focus at Apple
4.1.2 Reasons behind Demand
4.1.3 Marketplace by Improvisation and Spontaneous Design
4.1.4 Superior Retail Experience
4.2 Developers
4.2.1 Benefits of Single Platform (Openness vs. market access)
4.2.2 Low Barriers to Entry
4.2.3 Business model favorable to develop revenue potential
4.2.4 Marketing Strategies for Apps
4.2.5 Emerging Business Models for Developers
4.3 Operators
4.3.1 Chinese Market for Apps stores
4.3.2 Orange's App store and SHOP4APPS
4.4 Current Trends
4.4.1. Consumer market response
4.4.2. Bottom Market in Popularity among Applications
4.4.3 Pricing Trends
4.4.4 Download and usage trends
4.4.5 Shortened Product and Sales Lifecycles for Apps
5. App Store models and native apps: Downside risks and disadvantages
5.1 High risk, imbalanced market opportunity in a less than even playing field
5.1.1. The discoverability and swamp factor
5.1.1.1 Social networks
5.1.1.2 App aggregators
5.1.1.3 App review sites
5.1.1.4 Magazines
5.1.1.5 Cross platform appstores
5.1.1.6 Apple Advertising
5.2 Restrictive business practices
5.2.1. Apple iTunes Approvals Process and Transparency
5.2.2 Android Market: Market size could be limited by App Store App restrictions
5.3 Consequences of low barriers to entry
5.4 Fragmentation and cost factors
5.5 App maintenance and updates
5.6 How long will App Stores remain commercially viable?
6. Potential and Current Constraints for Web App models
6.1. Potential for Apps
6.1.1. Cost Advantages on the development side
6.1.1.1 Genuine cross-platform deployment
6.1.1.2 Global availability and non-installation
6.1.1.3 Do web platforms have the potential to eventually supplant native app stores?
6.1.1.4 New business models and ways of monetization
6.1.1.5 Wide audience and direct customer relationship
6.1.1.5 Economies of Scale
6.1.1.6 Taking advantage of increased bandwidth with 4G
6.2. Constraints
6.2.1. Safety issues
6.2.3 Discoverability
6.2.4 Speed limitation
6.2.5. Agreement on Standards
6.2.6 Advertising models' limits and vulnerability to adverse macroeconomic shocks
6.2.7 Relationship between End-to-end Bandwidth availability, operational and deployment cost, and Declining Price Points
6.2.8 Security and hacking
6.3 Web app strategies among market actors
6.3.1 Apple and MobileSafari: Behind the scenes for the iPhone
6.3.2 Google Chrome and Android Frameworks
7. Future exploitation and conclusion
7.1. Centralised or decentralised, that's the question
7.2. The Changing Face Tech sector competition: Apple vs Google vs Facebook
7.3 Is Apple also looking towards web apps?
7.4. Increasing Penetration from Declining Prices
7.5 New Battle Front Opening between Google and Apple
7.6 Native apps Vs. Web apps
7.7 Bleak future for Apps according to Google
7.8 Sony and PSP
7.9 Microsoft's new strategy
7.10 Changing the future of Aerospace
Chart 11: Flight control statistics by Firemint
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