Presented at the Mobile Monday Athens launch by Hendrik Koekkoe of Distimo. Title: Analyzing the application stores: Users, apps, growth, and more (October 3, 2011, The Hub, Athens)

1. ANALYZING THE APPLICATION STORES
USERS, APPS, GROWTH, AND MORE
Hendrik Koekkoek
Analyst

2. MOBILE APP STORES
GREAT FOR CONSUMERS, BUT THERE ARE MANY…

3. WE KNOW APP STORES
1. DISTIMO COLLECTS FACTUAL AND TIMELY MARKET DATA, WORLDWIDE
2. DEDICATED TO MARKETS WHERE APP STORES ARE LEADING DISTRIBUTION CHANNEL
3. INDEPENDENT AND CROSS-STORE ANALYSIS, APPLYING SAME METRICS TO EVERY STORE

4. DISTIMO MONITOR
FREE APP STORE MONITORING
DISTIMO MONITOR
1. FREE CROSS-PLATFORM APP STORE MONITORING TOOL FOR DEVELOPERS
2. SUPPORT FOR ALL MAJOR APP STORES
3. TRANSACTIONAL DATA ALLOWS US TO BENCHMARK APPLICATIONS WITH THE MARKET

5. DISTIMO REPORT
DATA EXAMPLES
WORLDWIDE CONSUMER ACTIVITY IPHONE IPAD’S ROAD TO 75K APPLICATIONS

6. FOUR MAJOR MARKET SHIFTS:
WHAT DOES THIS MEAN FOR YOU?

7. SHIFT IN
1. CONTENT LEADERS

8. STORES BY NUMBER OF APPLICATIONS
0 150,000 300,000 450,000
Based on United States – September 2010 – September 2011

9. STORES BY NUMBER OF APPLICATIONS
AND THEIR YEARLY GROWTH RATES
(309%)
(61%)
(311%)
(325%)
(211%)
(2017%)
0 150,000 300,000 450,000
Based on United States – September 2010 – September 2011

10. ANDROID WILL BE THE CONTENT LEADER
1.
2.
3.
4.
5.
6.
VERY DIFFERENT GROWTH RATES:
CHANGING WITHIN A YEAR FROM NOW
Based on United States – September 2010 – September 2011

11. Content leader will change within one year from now.

12. 2. NEW MONETIZATION
STRATEGY BECOME KEY
REVENUE DRIVER

13. IPHONE
OF ALL APPLICATIONS FEATURE
IN-APP PURCHASES
Based on United States – August 2011

14. Paid with
In-Apps Paid only
24% 24%
Free with
OF REVENUE COMES FROM APPS In-Apps
FEATURING IN-APP PURCHASES 52%
Based on 200 most grossing applications in United States – August 2011

15. THAT’S UP FROM 76%
28% LAST YEAR!
28%
July 2010 August 2011
REVENUE FROM APPLICATIONS THAT FEATURE IN-APP PURCHASES
Based on 200 most grossing applications in United States – July 2010 & August 2011

16. IN-APP PURCHASES
INTRODUCED TO ANDROID
MARKET IN MARCH 2011.
76%
OF 25 MOST GROSSING
APPLICATIONS ARE FREE APPS
MONETIZING WITH IAP
Based on 25 most grossing applications in United States – September 2011

17. Only 4% of all iPhone apps feature IAP, but when looking at the most
grossing apps, 76% of the revenue is generated by apps featuring IAP.
On the iPad and Android, in-app purchases are becoming a major
driver of revenue as well.

18. 3. IMPACT OF COUNTRIES
CHANGING RAPIDLY

19. COUNTRIES BY DOWNLOAD VOLUMES
AND THEIR GROWTH IN 2011
1.
2. ?
3. ?
4. ?
5. ?
Based on transactional data from Distimo Monitor and top 300 free / paid applications – January 2011 & August 2011

20. COUNTRIES BY DOWNLOAD VOLUMES
AND THEIR GROWTH IN 2011
1. (-15%)
2. (+75%)
SPECTACULAR GROWTH IN CHINA.
3. (-17%) TOP 300 GENERATES OVER 1.8M
DAILY DOWNLOADS IN CHINA
4. (+19%)
5. (-27%)
Based on transactional data from Distimo Monitor and top 300 free / paid applications – January 2011 & August 2011

21. United States no longer the only really important country for app
consumption,
China generates almost half of the downloads of the US.
North America, Europe and Asia are almost equal in size when looking
at app downloads.

22. …
4. CHANNEL FRAGMENTATION:
GOING BEYOND MOBILE

23. DOWNLOAD VOLUME TOP 300 FREE – UNITED STATES
100 : 20
AUGUST 2011
Based on transactional data from Distimo Monitor top 300 free applications US – August 2011

24. DOWNLOAD VOLUME TOP 300 PAID – UNITED STATES
100 : 42
AUGUST 2011
Based on transactional data from Distimo Monitor top 300 paid applications US – August 2011

25. REVENUE TOP 300 PAID – UNITED STATES
$100 : $108
AUGUST 2011
Based on transactional data from Distimo Monitor top 300 paid applications US – August 2011

26. Comparing the iPhone to the iPad, download volumes of the iPad are
converging towards those of the iPhone.
In terms of revenue, top iPad applications passed the top iPhone
applications.

27. RECAP

28. App store content leaders of today are not those of tomorrow
Look beyond one-off fees to monetize your app
Impact of Asian countries on the rise
Mobile content also fit on other platform

29. ANALYZE YOUR PERFORMANCE.
LOOK AT THE NEIGHBORS.
DON'T SIT BACK.

30. ANALYZE YOUR PERFORMANCE.
LOOK AT THE NEIGHBORS.
DON'T SIT BACK.
GO TO MONITOR.DISTIMO.COM

31. THANK YOU
FOR ANY ENQUIRIES, PLEASE CONTACT:
Hendrik Koekkoek
hendrik@distimo.com
Custom in-depth The free cross-
app store market platform app store
reports for carriers monitoring tool for
& manufacturers developers
For more info, visit report.distimo.com For more info, visit monitor.distimo.com