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North American Smartphone Application Storefront Market
Frost & Sullivan, May 2010, Pages: 58
There are two main avenues for purchasing mobile content – on-deck and off-deck services. Until now, mobile operators have offered a branded catalog of mobile content and services that could be purchased from the handset itself. This is defined as the on-deck model of mobile content distribution. In the off-deck model, subscribers could access mobile storefront that are managed independently of the mobile operators. A rich-client strategy was soon adopted in the off-deck space as well, wherein a dedicated client was used for managing access to these services. This market study primarily examines the trends in the off-deck storefront space specifically as they relate to the smart phones and next-generation operating systems.
Developers in the North American Smartphone Application Storefront Market Look to Generate Billions in Revenues with Demand Upswing for Smartphones and iphones
The spike in demand for smartphones, including the immediate popularity of iPhone, has provided fresh opportunities for the smartphone application storefront market. Enterprise and consumer subscribers are looking for more content on their smartphones, and want it as soon as possible. The past few years have seen remarkable growth in applications, revenues, and download traffic, creating viable opportunities for almost every player in the smartphone industry. Developers, advertisers, mobile device vendors, operators, independent storefronts, and mobile operating system (OS) vendors are all playing important roles in the evolution of the smartphone application storefront market. 'Next-generation devices and advanced networks are key drivers for market growth,' notes the analyst of this research service. 'The popular Apple iPhone and iPod Touch have proven that app stores offering a compelling user experience on a particular set of devices have been hugely successful.'
Application developers can leverage device innovations such as touch screen, accelerometers, advanced multimedia support, global positioning systems (GPS), and others to develop a compelling mix to optimize the subscriber experience. Higher network speeds, high quality of service (QoS), low latency, and other factors also help deliver rich media services on the device. Together, next-generation devices and networks provide the necessary components to produce a catalog of innovative applications and services. 'Apple’s success to date has been one of the key driving forces behind the rapid evolution of both smartphones and applications,' says Day. 'With the new iPad release, Apple has added yet another product into its ecosystem; consequently, the iPhone OS will likely remain the top smartphone OS in terms of applications, downloads, and revenue generation in the app store space through 2014.'
Availability of applications based on mobile OS across multiple app stores is a challenge for industry participants. Consumers have displayed a preference for simplistic, user-friendly, and consistent delivery channel for applications. As applications are offered across various app stores, confusion and unavailability of all applications for a specific smartphone OS becomes a problem. The challenge for app store providers will be to consolidate the availability of applications while sharing revenues. With numerous manufacturers using the Android OS, more devices and choices will be available to consumers, allowing Android to maintain the highest growth rate through 2014. Convergence of applications between targeted and independent application storefronts for Apple’s competitors will benefit all participants in capturing market share back from Apple. Google's Android has proven that an open, collaborative approach can lead to newer types of devices – mobile and other connected devices such as personal digital assistants (PDAs) and laptops – leading to greater number of target customers. Additionally, implementing similar platforms across multiple devices can also help with the porting issue, leading to a possible reduction in the total cost of application development and distribution. Device vendors are increasingly offering their own app stores as well and have a clear business case for promoting content sales through their own storefronts.
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
- Mobile devices
- Smartphones
- Mobile OSs
- Mobile applications
- Technologies
The following technologies are covered in this research:
- Mobile operating systems
- Application development
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