1. Executive Summary
2. Methodology
3. Mobile handsets and Applications Storefronts
3.1. The App Store concept
3.1.1. A device that initially doesn’t support native applications…
3.1.2. From one business model to another
3.1.3. The App Store recipe
3.1.4. All in all: The App Store recipe for success
3.1.5. App store in figures and charts
3.1.6. App Store cons
3.2. Mobile devices market
3.2.1. Worldwide device shipments
3.2.2. Device manufacturer and Internet giants’ strategies
3.2.3. Recent innovation in the mobile device hardware
4. Mobile platforms and Internet players
4.1. Software value chain
4.2. Software players
4.3. Application storefront strategies and players segmentation
4.3.1. Handset manufacturers
4.3.2. Mobile network operators
4.3.3. Third party players
4.3.4. Software / internet players
4.3.5. Silicon vendors
4.4. Case Studies
4.4.1. Google
4.4.2. RIM
4.5. Comparison with Web 2.0 platforms
4.5.1. The rise of social media
4.5.2. From a closed model to an open model
5. Developers
5.1. Origins of developers
5.2. Major categories of applications
5.2.1. Games
5.2.2. Mobile VoIP
5.2.3. Video
5.2.4. Location-based services (LBS)
5.2.5. Augmented reality
5.2.6. ebooks
5.2.7. Press
5.3. Developers business models & marketing
5.3.1. Traditional “Upload and Pray” business model
5.3.2. The Freemium business models
5.3.3. Ad sponsored Application business models
5.3.4. Other business models
5.4. Developer needs
5.4.1. Addressable market and profitability
5.4.2. Visibility
5.4.3. Stable APIs and developing tools
5.4.4. Efficient Payment processing methods
5.5. Drivers for growth (of mobile apps via App stores)
6. Mobile operators
6.1. Operators join the application store craze
6.1.1. The Wholesale Application Community
6.2. Strategies for mobile operators
6.2.1. To avoid becoming a dumb pipe
7. Evolution
7.1. Market value
7.2. Strategic Analysis
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