世界各国のリアルタイムなデータ・インテリジェンスで皆様をお手伝い

目次

価格・ご注文について

価格表

この調査レポートは、携帯端末向けのアプリケーションストアの市場を調査し、市場動向やビジネスモデルについての分析、ダウンロード数や収益についての2015年までの予測を行っています。

Overview

• Extensive Mobile Apps Forecast Suite
• App Opportunities Across Mobile Value Chain
• Storefront Business Models Analysis

When purchasing this report you can also add a 36 page slidedeck powerpoint presentation and a mobile apps database...

This highly anticipated mobile apps report examines the deployments of storefronts in the wake of the App Store launch as well as considering the likely prospects and possible future strategies for storefronts which preceded it.

It provides detailed forecasts up until 2015 for six categories of App for both on-store and off-store delivery, split by content monetization model. It explores the business models that have been utilized in the mobile apps market, ranging from traditional pay-per-download through the evolution of the freemium model, to the possibilities offered by ad-funded applications.

This report analyses the download vs browser debate, considers the challenges inherent in a browser-based model, and explores the likelihood of a future in which the thin client plays an ever more important role.

TOP

---

TABLE OF CONTENTS

Executive Summary

1.The Rise of the App Stores

1.1 Introduction

1.2 What is a Mobile Application?

Table 1.1: Examples of Mobile Applications, by Entertainment Category

1.3 What This Report Covers

1.3.1 Categories of Mobile Application
i. Games
ii. Finance & Productivity
iii. Multimedia & Entertainment
iv. Education & Reference
v. Lifestyle & Healthcare
vi. Social Networking

1.4 Driving the App Store-centric Model

1.4.1 The Confluence of iPhone and App Store
1.4.2 Traditional Content Business Models Had Failed to Deliver Revenues
Figure 1.1: Voice ARPU Progression in Selected Markets, 2004-2009 ($)
Figure 1.2: Messaging ARPU Progression in Selected Markets, 2004-2009 ($)
Figure 1.3: Non-Messaging Data ARPU Progression in Selected Markets, 2004-2009 ($)
1.4.3 Handset UIs Have Improved Dramatically
1.4.4 Mobile Internet Adoption is Increasing
1.4.5 Technological Advances - Networks

2. Mobile Ecosystems in a Post-App Store World

2.1 The Traditional Mobile Value Chain & Value Web

Figure 2.1: Traditional Value Chain of Mobile Content
Figure 2.2: Mobile Content Value Web
Figure 2.3: App Store Value Chain

2.2 App Stores For All

Table 2.1: Selected Apps Store Launches 2008-2010

2.3 Challenges Across The Mobile Value Chain

2.3.1 Challenges For Storefront Vendors
i. The Need for Scale
Figure 2.4: The Vicious Circle of the Addressable User Base
a. A Third Party Solution?
b. Addressing Fragmentation
- The First Fruits: Vodafone 360
Figure 2.5: Vodafone 360 H1 by Samsung
a. Will Alliances Bring Sufficient Scale?
i. Monetising the Mass Market
a. Solution 1: Deploy Thin Clients
i. App Store Overload
2.3.2 Challenges for Network Operators
i. The Content Legacy
Figure 2.6: The Content Legacy
ii. Monetising Download Volumes
iii. The Portal Revisited?
iv. Seizing the Opportunity: Operator APIs
2.3.3 Challenges for Vendors
i. Fragmentation
a. Case Study: Ovi
2.3.4 Challenges for Content Providers
i. The Challenge of Differentiation
ii. From Development to Storefront: QA, Content Policies and Developer Agreements
iii. Open OS
iv. The Challenge of Discovery
2.3.5 Challenges for White Label Storefront Providers
i. Case Study: Handster
Figure 2.7: Handster App Store Platform
ii. Case Study: Cellmania
Figure 2.8: Cellmania mFinder Solution
2.3.6 Aggregators: Reposition or Fail?

3. Storefront Business Models: Monetisation, Billing and Delivery Mechanisms

3.1 Monetising Mobile Applications

Figure 3.1: Mobile App Business Models
3.1.1 Pay Per Download
i. Pricing the App
ii. Is Pay-Per-Download An Optimal Business Model For My App?
iii. Case Study - Bolt Creative
3.1.2 Free to Download
i. Case Study: GetJar
a. Business Model
3.1.3 Upselling Content - The Freemium Approach
Figure 3.2: In-App Purchases Via Store Kit
i. The Freemium Challenge - Sustaining Interest in the App
a. Case Study: Shazam
- From Free to Freemium:

3.2 Billing the App
3.3 Advertising in Apps

3.4 Reimagining the Consumer Application

3.4.1 The App as Marketing Tool
i. Case Study: Carling
ii. Case Study: Coca Cola
iii. The Downside
3.4.2 The App As Retail Mechanism
i. Case Study: eBay
Figure 3.3: eBay iPhone App
ii. Case Study: Ocado
Figure 3.4: Ocado on the Go Screenshots

3.5 Delivering the App to the End User: Opportunities for Browser-based Services

3.5.1 Advantages of a Browser-Based Approach
i. Browser-based Applications Have No Porting Costs
ii. Browser-Based Apps Have No Memory Constraints
iii. Browser-based Apps/Content is Portable
3.5.2 Disadvantages of a Browser-Based Approach
i. Browser-Based Services Require Connectivity
ii. Browser-Based Applications Can Be Slow
iii. Mobile Networks Will be Unable to Cope with a Browser-Based Model
iv. Mobile Browsers Are Not Application Platforms
3.5.3 The Rise of the Hybrid - Opportunities for Thin Clients

4. The Market for Mobile App Downloads

4.1 Introduction

4.2 Methodology

Figure 4.1: Bottom-Up Methodology for Derivation of Onstore Mobile App Adoption, Usage and PPD (Pay-Per-Download) Revenues
Figure 4.2: Bottom-Up Methodology for Derivation of Offstore Adoption, Usage and PPD (Pay-Per-Download) Revenues

4.3 Global Mobile Subscriber Forecast

Figure 4.3: Global Mobile Subscriber Forecast (m) Split by 8 Key Regions 2009-2015
Table 4.1: Global Mobile Subscriber Forecast (m) Split by 8 Key Regions 2009-2015

4.4 Mobile Application Users and Usage

Table 4.2: % Mobile Users Who Download Apps Split by 6 Categories 2009-2015
Figure 4.4: Number of Mobile Users (m) Who Download Apps Split by 6 Categories 2009-2015
Table 4.3: Number of Mobile Users (m) Who Download Apps Split by 6 Categories 2009-2015

4.5 The Retail Market for Onstore Applications

4.5.1 Onstore Users and Usage
Table 4.4: % Application Downloaders (m) who Download via App Stores Split by 6 Categories 2009-2015
Figure 4.5: Number of Application Downloaders who Download via App Stores Split by 6 Categories 2009-2015
Table 4.5: Number of Application Downloaders (m) who Download via App Stores Split by 6 Categories 2009-2015
Figure 4.6: Average Number of Onstore App Downloads per User per Year Split by 6 Categories 2009-2015
Table 4.6: Average Number of Onstore App Downloads per User per Year Split by 6 Categories 2009-2015
Figure 4.7: Total Number of Onstore App Downloads Per Year (m) Split by 6 Categories 2009-2015
Table 4.7: Total Number of Onstore App Downloads Per Year (m) Split by 6 Categories 2009-2015
4.5.2 Retail Revenues of Onstore Applications
Table 4.8: % Onstore App Downloads Which are Paid For Split by 6 Categories 2009-2014
Figure 4.8: Number of Onstore App Downloads (m) Which are Paid for Split by 6 Categories 2009-2015
Table 4.9: Number of Onstore App Downloads (m) Which are Paid for Split by 6 Categories 2009-2015
Table 4.10: Price Per Onstore Mobile Apps Download ($) Split by 6 Categories 2009-2015
Figure 4.9: Onstore Mobile Apps, Retail Value ($m) Split by 6 Categories 2009-2015
Table 4.11: Onstore Mobile Apps, Retail Value ($m), Split by 6 Categories 2009-2015

4.6 The Retail Market for Offstore Applications

4.6.1 Offstore Users and Usage
Table 4.12: % Application Downloaders who Download Offstore, Split by 6 Categories 2009-2015
Figure 4.10: Number of Application Downloaders (m) who Download Offstore Split by 6 Categories 2009-2015
Table 4.13: Number of Offstore Application Downloaders (m) who Download Split by 6 Categories 2009-2015
Figure 4.11: Average Number of Offstore App Downloads per User per Year Split by 6 Categories 2009-2015
Table 4.14: Average Number of Offstore App Downloads per User per Year Split by 6 Categories 2009-2015
Figure 4.12: Total Number of Offstore App Downloads Per Year (bn) Split by 6 Categories 2009-2015
Table 4.15: Total Number of Offstore App Downloads Per Year (bn) Split by 6 Categories 2009-2015
4.6.2 Retail Revenues of Offstore Applications
Table 4.16: % Offstore App Downloads Which are Paid For Split by 6 Categories 2009-2015
Figure 4.13: Number of Offstore App Downloads (m) Which are Paid for Split by 6 Categories 2009-2015
Table 4.17: Number of Offstore App Downloads (m) Which are Paid for Split by 6 Categories 2009-2015
Table 4.18: Offstore Mobile Apps, Price per Download ($) Split by 6 Categories 2009-2015
Figure 4.14: Offstore Mobile Apps, Retail Value ($m) Split by 6 Categories 2009-2015
Table 4.19: Offstore Mobile Apps, Retail Value ($m) Split by 6 Categories 2009-2015

4.7 Total Retail Market for Mobile Applications

4.7.1 Application Usage Levels
Figure 4.15: Total App Downloads (m) Split by 6 Categories 2009-2015
Table 4.20: Total App Downloads (m) Split by 6 Categories 2009-2015
Figure 4.16: Total App Downloads (m) Split by Onstore/Offstore 2009-2015
Table 4.21: Total App Downloads (m) Split by Onstore/Offstore 2009-2015
4.7.2 Application Retail Revenues
Figure 4.17: Mobile Apps, Total Retail Value ($m) Split by 6 Categories 2009-2015
Table 4.22: Mobile Apps, Total Retail Revenues ($m) Split by 6 Categories 2009-2014
Figure 4.18: Mobile Apps, Total Retail Revenues ($m) Split by Onstore/Offstore 2009-2015
Table 4.23: Mobile Apps, Total Retail Revenues ($m) Split by Onstore/Offstore 2009-2014

5. The Market for Mobile App Value-Added Content and Services

5.1 Methodology

Figure 5.1: Bottom Up Methodology for Derivation of Onstore/Offstore Incremental App Revenues (Games, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment)
Figure 5.2: Top-Down Methodology for Derivation of Onstore/Offstore Incremental App Revenues (Social Networking (SN), Finance & Productivity)

5.2 The VAS Market for Onstore Applications

5.2.1 Onstore Users and Usage (Games, Lifestyle & Healthcare and Multimedia & Entertainment)
Table 5.1: % of Downloaded Applications That Upsell VAS, Onstore Split by 4 Categories (Games, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment) 2009-2015
Figure 5.3: Number of Onstore Downloaded Apps That Upsell VAS, Upsold Content, Split by 4 Categories (Games, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment) 2009-2015
Table 5.2: Number of Onstore Downloaded Apps That Upsell VAS, Upsold Content Split by 4 Categories (Games, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment) 2009-2014
Figure 5.4: Average Number of Onstore VAS Sold Per Upselling Download Split by 4 Categories (Games, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment) 2009-2015
Table 5.3: Average Number of Onstore VAS Sold Per Upselling Download Split by 4 Categories (Games, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment) 2009-2015
Figure 5.5: Total Number of Onstore VAS Sold (m), Split by 4 Categories (Games, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment) 2009-2015
Table 5.4: Total Number of Onstore VAS Sold (m) Split by 4 Categories (Games, Lifestyle & Healthcare, Multimedia & Entertainment) 2009-2014
5.2.2 Incremental Revenues of Offstore Applications
Table 5.5: Price Per Onstore VAS, Split by 4 Categories (Games, Lifestyle & Healthcare, Multimedia & Entertainment) 2009-2015
Figure 5.6: Onstore Apps, Upselling Revenues ($m) Split by 6 Categories (Games, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Finance & Productivity, Social Networking) 2009-2015
Table 5.6: Onstore Apps, Upselling Revenues ($m) Split by 6 Categories (Games, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Finance & Productivity, Social Networking) 2009-2015

5.3 The VAS Market for Offstore Applications

5.3.1 Offstore Users and Usage (Games, Lifestyle & Healthcare and Multimedia & Entertainment)
Table 5.7: % of Downloaded Applications That Upsell Offstore VAS Split by 3 Categories (Games, Lifestyle & Healthcare, Multimedia & Entertainment) 2009-2015
Figure 5.7: Number of Downloaded Apps That Upsell Offstore VAS, Upsold Content, Split by 3 Categories (Games, Lifestyle & Healthcare, Multimedia & Entertainment) 2009-2015
Table 5.8: Number of Offstore Downloaded Apps That Upsell VAS Split by 3 Categories (Games, Lifestyle & Healthcare, Multimedia & Entertainment) 2009-2014
Figure 5.8: Average Number of Offstore VAS Sold Per Upselling Download Split by 3 Categories (Games, Lifestyle & Healthcare, Multimedia & Entertainment) 2009-2015
Table 5.9: Average Number of Offstore VAS Sold Per Upselling Download Split by 3 Categories (Games, Lifestyle & Healthcare, Multimedia & Entertainment) 2009-2015
Figure 5.9: Total Number of Offstore VAS Sold (m) Split by 3 Categories (Games, Lifestyle & Healthcare, Multimedia & Entertainment) 2009-2015
Table 5.10: Total Number of Offstore VAS Sold (m) Split by 3 Categories (Games, Lifestyle & Healthcare, Multimedia & Entertainment) 2009-2014
5.3.2 Incremental Revenues of Offstore Applications
Table 5.11: Price Per Offstore VAS Split by 3 Categories (Games, Lifestyle & Healthcare, Multimedia & Entertainment) 2009-2015
Figure 5.10: Offstore Apps, Upselling Revenues Split by 5 Categories (Social Networking, Finance & Productivity, Multimedia & Entertainment, Lifestyle & Healthcare, Games) 2009-2015
Table 5.12: Offstore Apps, Upselling Revenues Split by 6 Categories (Social Networking, Finance & Productivity, Multimedia & Entertainment, Lifestyle & Healthcare, Games) 2009-2015

5.4 Total VAS Market for Mobile Applications

Figure 5.11: Mobile Apps, Total VAS Value ($m) Split by 6 Categories (Games, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Finance & Productivity, Social Networking) 2009-2015
Table 5.13: Mobile Apps, Total VAS Revenues ($m) Split by Category (Games, Lifestyle & Healthcare, Multimedia & Entertainment, Finance & Productivity, Social Networking) 2009-2014
Figure 5.12: Mobile Apps, Total VAS Revenues ($m) Split by Onstore/Offstore 2009-2015
Table 5.14: Mobile Apps, Total Retail Revenues ($m) Split by Onstore/Offstore 2009-2015

5.5 How Content is Monetised

5.5.1 The Implications of the App Store Model
Figure 5.13: Mobile Application Revenues, Split by PPD (Pay-Per-Download) and VAS (Value-Added Service) Business Models 2009-2015
Table 5.15: Mobile Application Revenues, Split by PPD (Pay-Per-Download) and VAS (Value-Added Service) Business Models 2009-2015
Figure 5.14: Total Market for Mobile Apps, PPD and VAS Revenues ($m) Split by Onstore/Offstore 2009-2015
Table 5.16: Total Market for Mobile Apps, PPD and VAS Revenues ($m) Split by Onstore/Offstore 2009-2015

6. The Market for Mobile App Advertising

6.1 Methodology

Figure 6.1: Methodology for Determining App-Derived Mobile Adspend, Cost per Click-through Based Model

6.2 The Market for Mobile App Adspend

6.2.1 Ad Exposure Levels
Table 6.1: % App Downloads Featuring In-App Advertising Split by 5 Categories 2009-2015
Figure 6.2: Number of Downloads (m) Featuring in-app Advertising Split by 5 Categories 2009-2015
Table 6.2: Number of Downloads (m) Featuring in-app Advertising Split by 5 Categories 2009-2015
Figure 6.3: Number of Advertisements Viewed Per Download, Per Annum Split by 5 Categories 2009-2015
Table 6.3: Number of Advertisements Viewed Per Download, Per Annum Split by 5 Categories 2009-2015
Figure 6.4: Total Ads Viewed (m) Split by 5 Categories 2009-2015
Table 6.4: Total Ads Viewed (m) Split by 5 Categories 2009-2015
6.2.2 Response Rates
Table 6.5: Response Rates for Mobile Ad Advertising, % CTR per Ad Viewed Split by 5 Categories 2009-2015
Figure 6.5: Total Responses to Ads Viewed (Click Throughs) Split by 5 Categories 2009-2015
Table 6.6: Total Responses to Ads Viewed (Click Throughs) Split by 5 Categories 2009-2015
6.2.3 Ad Pricing and Total AdSpend
Table 6.7: Cost Per Clickthrough (CPC) Split by 5 Categories 2009-2015
Figure 6.6: Total AdSpend ($m) Split by 5 Categories 2009-2015
Table 6.8: Total AdSpend ($m) Split by 5 Categories 2009-2015

6.3 Mobile Business Models: Relative Revenues

Figure 6.7: Mobile Applications Market Revenues Split by Business Model (PPD, VAS, AdSpend) 2009-2015
Table 6.9: Mobile Applications Market Revenues Split by Business Model (PPD, VAS, AdSpend) 2009-2015

6.4 Mobile Consumer App Categories: Relative Revenues

Figure 6.8: Total Mobile Application Revenues Split by 6 Categories 2009-2015
Table 6.10: Total Mobile Application Revenues Split by 6 Categories 2009-2015
Figure 6.9: Category Revenues ($m) By Business Model (PPD, VAS, AdSpend) 2015
Table 6.11: Category Revenues ($m) By Business Model (PPD, VAS, AdSpend) 2015

Glossary

TOP

---

価格表 単位:英ポンド

シングルユーザーPDF	1750
マルチユーザライセンスPDF (5ユーザまで利用可)	2500
企業内利用ライセンス	3750

※マルチユーザーライセンスPDFまたは企業内利用ライセンスをご購入いただいた場合には
ハードコピーをプラス190ポンド/1冊でご購入いただけます。

モバイルアプリケーションストアのダウンロード数は2015年までに250億に達するだろう

アプリケーションストアが続々登場しているが、成功のカギはストアの規模とジュニパーリサーチ社は指摘

英国ハンプシャー州、2010年7月20日
ネットワークオペレータやベンダが、それぞれ独自のアプリストアを採用し始めており、英国調査会社ジュニパーリサーチ社の調査レポート「モバイルアプリケーションストア市場調査:ビジネスモデル、戦略、カテゴリ毎の2015年までの予測 ー Mobile App Stores:Business Models, Strategies & Market Segmentation 2010-2015」は、消費者の携帯端末によるダウンロード数は2009-2015年に26億から250億に増加するだろうと報告している。

この調査レポートは、モバイルバリューチェーンにある企業は、Apple社がアップストアで成功したように、チャイナユニコムのモバイルマーケットやBhartiのエアテルアップセントラル、ボーダフォン360のアップ＆ゲームショップなどを自社のブランドで開店していると報告している。また、アプリケーション中心の環境への変化は、GetJarなどの既存のアプリケーションストアにも有利に働き、1ケ月でダウンロード数10億を上回った。

しかし、企業がアプリストアを成功させるには、開発者が魅力あるコンテンツを提供してくれるような十分な規模を示す必要があると、この調査レポートは指摘している。調査レポートの著者であるWindsor Holden博士は、「消費者はアプリのためにiPhoneを購入したため、アップル社は比較的小型の端末で数十億のダウンロードを達成した。その他の端末では、事情が違う。もし数千万の加入者があったとしても、対象市場はそのほんの一部であり、それも様々な端末やOSにわたっている」と語る。

この調査レポートはまた、フリーミアム(Freemium、Free＋Premium、基本サービスを無料提供し、さらに高度な機能について課金する仕組み)のビジネスモデルについて指摘している。製作者は販売時点では無料でアプリケーションを提供し、アプリケーションの中で、より高度な有料コンテンツやバーチャルなアイテムの少額支払制度によって購読ベースのサービスに加入させて課金している。

(原文)
Mobile App Store Downloads to Reach 25 billion by 2015, Juniper Report finds

Application storefront launches accelerating, but report stresses scale needed if stores are to succeed

Hampshire, UK – 20th July 2010:  As network operators and vendors increasingly deploy their own dedicated app stores, a new Juniper Research report has found that the annual number of consumer-oriented handset downloads is expected to rise from less than 2.6 billion in 2009 to more than 25 billion in 2015.

According to the Mobile App Stores report, players across the mobile value chain are seeking to emulate Apple’s success with the App Store by launching own-brand storefronts, such as ‘Mobile Market’ from China Unicom, ‘Airtel App Central’ from Bharti and the ‘Apps & Games Shop’ on Vodafone 360. Furthermore, the transition to an app-centric environment has also benefited more established storefronts such as GetJar, which passed 1 billion downloads earlier this month.

However, the Juniper report cautioned that players seeking to launch app stores would need to demonstrate sufficient scale to be able to induce developers to provide them with unique content. As report author Dr Windsor Holden observed, “Apple has been able to achieve several billion downloads from a comparatively small handset base because customers are buying the iPhone for the apps. That’s not been the case with other handsets. So even if you have a subscriber base of tens of millions, your addressable market is a fraction of that – and spread across a variety of operating systems and handsets”.

The report also noted that freemium was becoming the prevalent business model, with publishers increasingly offering applications free at point of sale and subsequently monetising them via in-app billing of subscription-based services, upgrades to premium content or micropayments for virtual items.