1. RESEARCH2GUIDANCE QUARTERLY REPORT:
SMARTPHONE APP MARKET MONITOR
WHAT IS THE CONCEPT BEHIND THE MONITOR:
The Smartphone App Market Monitor (SAMM) is a comprehensive
report produced by research2guidance which includes the latest facts,
figures and trends on the global mobile applications and app stores
market. How to order the Monitor
To keep pace with the latest trends, amend and revise forecasts as well
phone: +49 (0) 30 60 989 3362
as inform readers about key topics, this report is updated and extended
every quarter since Q4 2009. As the market monitor is designed to
support internal discussions and business decisions, content is email: sales@research2guidance.com
presented as much as possible in graphs and tables.
The Monitor in a nutshell: shop: www.research2guidance.com
 Clear focus: covering most relevant facts on the smartphone
application market.
 Up-to-date data: quarterly updated with the most recent and
relevant data.
 Fact driven: aggregating facts, no opinions.
 Summary: summarizing trends and activities of key players in the
market.
 Detailed content: 52 PDF and 49 PPT pages of analysis, 18 tables
and 25 figures.
 Ready to use content: the Monitor comes with a package of
PowerPoint slides ready to use in your presentation.
 Attractive price: up to 50% discount if you subscribe for 1 year.
 Historical data: available since 2007.
HOW YOU WILL BENEFIT FROM THE MONITOR: WHAT OUR READERS ARE SAYING:
 Recognise the business opportunities in the mobile application “I rate the report highly. It's one of the best reports I've
market. purchased, well-researched indeed and lots of useful
comparison data.“
 Identify trends earlier than your competitors. Alexander Davydov, Marketing Manager, SVOX
 Benefit from the extensive collection of facts and figures for your
“The market reports of research2guidance are very
business planning.
valuable for us and our projects.“
 Learn how key players in the market are constantly updating their Prof. Dieter Lange, Head of TMT, Deloitte Consulting
services and offers.
“We have been extremely pleased with the research
 Understand the dynamic of the market, by using historical data quality provided.“
from 2007 onwards. Chris Öhlund, CEO, Verifox
 Evaluate the existing app platforms for your distribution strategy.
RESEARCH2GUIDANCE Look inside for more details
STRATEGY CONSULTING & APP MARKET RESEARCH
WWW.RESEARCH2GUIDANCE.COM

2. SMARTPHONE APP MARKET MONITOR
THE APP MARKET
THE REPORT COVERS A MARKET, WHICH PROVIDES RESEARCH2GUIDANCE APP MARKET
ACCESS TO 1.4BN. POTENTIAL CUSTOMERS VIA APPS MONITOR IN THE PRESS:
The mobile app market is experiencing a constant growth since the  El Pais
launch of Apple App Store in 2008. At the end of 2012 the number of El mercado de las 'apps' móviles crecerá un 807%
users/customers could reach 1.4bn. with the help of mobile hasta 2013
applications.  Financial Times Deutschland
Unternehmen entdecken Apps
 Techcrunch
Global Smartphone App Download Market Could
Reach $15 Billion By 2013
1,430  intomobile
Smartphone App Market May Hit $15 Billion
Worldwide by 2013
918
 BITKOM
529 755 Millionen Downloads mobiler Apps in
Deutschland
240  Huffingtonpost
5 29 Smartphone Application Market is a Billion US
Dollar Business
2007 2008 2009 2010 2011 2012(E)  Business Week
Installed base of application shoppers (in millions) (World 2007-2012(E)). NetApp staffers build their own apps
Mobile apps became a new channel to reach customers for almost every industry.
The market is developing along 3 major drivers:
1. The handsets and operating systems: It took only 4 years to turn upside down the entire mobile handset landscape. Former
smartphone leaders like Nokia (Symbian), BlackBerry and Palm have been pushed aside by new entrants Apple (iOS) and Google
(Android). With the new joint ventures (Microsoft and Nokia) and BlackBerry’s new operating system 10, the incumbents are trying
to regain market share, which could generate new business opportunities for any mobile app publisher.
2. The app stores: There are more than 50 major full catalogue app stores and approximately 100 niche stores today. Due to the
increasing competition, every app publisher has experienced difficulties to stay visible in Apple App Store and Google Play Store with
their apps. Niche app stores will become more important in the future, by offering better visibility, better marketing options and
higher average download numbers.
3. The apps: At the end of 2012 the number of apps listed in full catalogue apps stores reached 2,9 Mio. The popularity of app
platforms amongst app publishers changes over time. Windows Phone Store and BlackBerry App World have regained momentum.
App publishers are adding more apps every quarter to these platforms than they do on Google Play.
The Smartphone Application Market Monitor aggregates the most relevant facts about these three drivers.
ABOUT THE AUTHORS
RALF-GORDON JAHNS VINCENZO TITO MANLIO SERRICCHIO
Ralf is the Managing Director of Vincenzo is the Product Manager for the
research2guidance. He has worked for more Smartphone Application Market Monitor
than 17 years in the telecom and media since 1 year. Prior to joining
industry. Prior to research2guidance he research2guidance he worked as an
worked as a partner for Capgemini Telecom consultant for Mobility Media (Bosch
Media & Networks. Ralf is a frequent keynote Group) and Sperry Marine (Northrop
speaker on mobile industry events, publisher Grumman). He holds a master degree in
of a multitude of mobile market reports and Economics of the University of Pavia
executive consultant of more than 30 clients (Italy) and a Diplom from ESCP Europe.
in the telecom and media industry.
© research2guidance 2013 | www.research2guidance.com | contact: sales@research2guidance.com| Tel: +49 (0) 30 609 89 33 60

3. SMARTPHONE APP MARKET MONITOR
THE CONTENT
MONITORING AREAS (TABLE OF CONTENT)
The monitor covers the main trends, facts and figures of the app market. It represents the information in a classical report style to comment
and highlight the changes of the last quarter. In addition all facts and figures are being aggregated in the graphical package, which comes with
the report. The graphical package allows the reader to easily copy and paste the information in any PowerPoint presentation.
Monitoring areas Content description Illustrations
New and noteworthy Summary of the activities of key players in the app market in the last quarter. No graphical
illustration
Key facts summary Summary of main changes of shipments, downloads revenues and market shares in the last quarter. No graphical
illustration
Smartphone device share Share of smartphone share shipment of total mobile device shipment since Q1 2007 per quarter. Graph (1)
Smartphone shipments Smartphone shipment number for the main mobile OS: iOS, Android, WP, BlackBerry and others since Q4 2008 Table (1) &
per quarter worldwide. Graph (1)
Market share devices by OS Market share by shipments of the most important platforms: iOS, Android, Symbian, BlackBerry, Windows Phone Table (1) &
since Q1 2009 per quarter. Graph (1)
Smartphone market share by Market share of the top 5 smartphone vendors worldwide: Apple, Samsung, HTC, RIM , ZTE and others since Q3 Table (1) &
2011 per quarter. Graph (1)
vendor
App store count Number of app stores sorted by Independent, MNO, OEM and OS stores since 2007 per year. Graph (1)
App count Number of apps published on Top 50 leading app stores since 2007 per quarter. Graph (1)
App store launches Launches of OEM, OS, MNO and independent app stores since 2000. Graph (1)
Number of apps per platform Number of apps on: Apple App Store (for iPhone and iPad), Google Play, BlackBerry App World, Nokia Ovi Store Graphs (2)
and Windows Phone since Q4 2008 per quarter.
New adds per platform Number of new apps realised in the most important app stores: Apple App Store (for iPhone and iPad), Google Graphs (2)
Play, BlackBerry App World, Nokia Ovi Store and Windows Phone since Q1 2009 per quarter.
Average app price per Average displayed paid application price in official OEM & OS application stores since Q1 2010 per quarter. Table (1) &
platform Graph (1)
Average daily downloads per Trend of the average daily downloads of the main app stores: Apple App Store, Google Play, BlackBerry App Table (1) &
World, Nokia Ovi Store, Windows Phone, GetJar and Mobango since Q4 2009 per quarter. Graphs (2)
platform
Average daily downloads per Trend of the average daily downloads per app of the main app stores: Apple App Store, Google Play, BlackBerry Table (1) &
App World, Nokia Ovi Store and Windows Phone since Q4 2009 per quarter. Graph (1)
app
Downloads market share per Global share of the total apps downloads per quarter per year since 2008. Graph (1)
platform
App category count Number of apps present in BlackBerry App World, Apple App Store and Google Play sorted by categories with the Tables (3) &
relative growth rate per quarter and the trend of the top 10 categories per store. Graphs (3)
OEM&OS app platform Stores’ key facts and figures: SDK license fee, app submission fee, developer revenue share, level of control on Tables (3)
app submission, percentage of paid apps, downloads number, user base, supported devices and country presence.
profiles
MNO app platforms profiles Stores’ key facts and figures: SDK license fee, app submission fee, developer revenue share, level of control on Tables (3)
app submission, percentage of paid apps, downloads number, user base, supported devices and country presence.
Independent app platforms Stores’ key facts and figures: SDK license fee, app submission fee, developer revenue share, level of control on Tables (2)
app submission, percentage of paid apps, downloads number, user base, supported devices and country presence.
profiles
Niche stores dynamics Niche app stores classification, niche app stores count since 1999 by type. Table (1) &
Graphs (2)
App user base Number of app users since 2007 per quarter and device type. Graphs (2)
Smartphone app market size App download market revenue since 2007 per year. Graph (1)
© research2guidance 2013 | www.research2guidance.com | contact: sales@research2guidance.com| Tel: +49 (0) 30 609 89 33 60

4. SMARTPHONE APP MARKET MONITOR
MONITOR PRICING & ABOUT RESEARCH2GUIDANCE
PRICE AND LICENCE OPTIONS:
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Single purchase 990€ 1.290€
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Site licence 2.970€ 3.880€
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Single purchase 1.980€ 2.590€
Company licence 3.960€ 5.180€
1 year subscription (990€)1 (1.295€)1
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Price per report with the subscription.
The subscription allows you to purchase each report at 50% off.
ABOUT RESEARCH2GUIDANCE
Research2guidance is a strategy consulting and market research company specializing on the mobile application market. Based in Berlin
(Germany) we help out global clients to define and implement their mobile application strategy. Our services range from mobile strategy
workshops to app development.
Services: Strategy Consultancy Research App Agency
Identification and implementation of First hand information about the Development of state of the art mobile
business potentials in the mobile mobile market apps and websites
market
Objectives:  Mobile potential workshops  Market reports for immediate  Conception and graphic
 Mobile strategy development download design
 Mobile budget and investment  Presentations for immediate  App development for
planning download iOS, Android, WP7 and
 Mobile marketing and  Online surveys BlackBerry
distribution strategy  Customer surveys  Development of mobile
 App market monitoring websites
SOME OF OUR CUSTOMERS
© research2guidance 2013 | www.research2guidance.com | contact: sales@research2guidance.com| Tel: +49 (0) 30 609 89 33 60