Smartphone App Market Monitor Including special insights on Mobile Payments Day of update: 25th of November 2011 Volume 4 © research2guidance | November 2011 Preview To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

The concept behind the “Smartphone App Market Monitor” This is the fourth volume of the “Smartphone App Market Monitor”, which acts as a comprehensive source of information on the smartphone app market This volume provides a variety of updated (Q3 2011) information as well as features a special insights chapter on mobile retail market. “Smartphone App Market Monitor” Vol. 1, featured a special insights chapter concentrating on smartphone user demographics and app download and usage habits. Special topic of Vol. 2 was media tablets market. Vol. 3. introduced mobile retail. These special insight chapters now can be acquired separately on request. By using, comparing and evaluating different sources for e.g. the user behavior the “Smartphone App Market Monitor” provides you with a range analyses and surveys which have been executed for a specific topic. This should enable any app publisher to get a detailed view on the market and enable informed business decisions The smartphone app market shows a dynamic which was not seen before in the mobile world. Therefore the market monitor is updated and extended every quarter. The market monitor is designed to support your internal discussions and business decisions. Therefore all content is presented in graphs and tables not in long text passages. All facts are presented in graphs and tables to make a key tool for any app publisher, app developer, app store and platform owner. To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

Contents (1/2) Smartphone market monitor: Q3 2011 update Global smartphone market (penetration, market shares and shipments) Smartphone share of global mobile device shipments (2007 Q1 – 2011 Q3) Number of smartphones shipped per platform (2008 Q3 – 2011 Q3) Market share smartphone operating systems by shipments (2009 Q1 – 2011 Q3) App stores comparison (key trends and figures) New app store launches (2000 – 2011 Q3) Number of smartphone application stores (2007 – 2011 Q3) Application stores list (2011 Q3) Key facts and figures of major OS&OEM application stores (3 slides) Key facts and figures of major independent full-catalogue stores (2 slides) Number of applications published in marketplaces (2007 – 2011 Q3) Number of applications per platform (2008 Q3 – 2011 Q3) Number of applications per platform in smaller stores (2008 Q3 – 2011 Q3) Average displayed paid application price in official OEM & OS application stores (2009 Q4 – 2011 Q3) Newly added applications per platform (2008 Q3 – 2011 Q3) Newly added applications per platform in smaller stores (2009 Q2 – 2011 Q3) Number of apps per developer and per 1,000 users (2011 Q3) Average displayed paid application price (in us dollars) in official OEMs & OSs application stores (2009 Q4 – 2011 Q3) Average total daily downloads per application store (in millions) (2009 Q4 - 2011 Q3) Average daily downloads per app (2009 Q4 – 2011 Q3) Average total daily downloads per application store (in millions) (2009 Q4 – 2011 Q3) Average total daily downloads in smaller stores (in millions) (2009 Q4 – 2011 Q3) App store share of total application downloads per period (2008 – 2011 Q3) To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

Preview slides The following slides are a preview of the report. Please purchase the report for full content. To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

Contents (2/2) Smartphone market monitor: Q3 2011 update (continued) App stores comparison (key trends and figures continued) Number of apps per category, new adds and growth rates (apple/android/blackberry) (2010 Q4 – 2011 Q3) Niche stores classification (2011 Q3) Niche app store launches by type (1999-2011) Niche stores by type (2011 Q3) Smartphone applications market: current status Installed base of application shoppers (in Millions) (2007 – 2011 Q3) Total smartphone application downloads (in millions) (2007 – 2011 Q3) Paid smartphone application download revenue (in million USD) (2007 – 2011 Q3) Special interest chapter: Mobile Retail Market Characterizing Mobile Payments Mobile payment milestones and mobile phone penetration Categorizing mobile payments Mobile Payment Technologies Mobile technologies by category Premium SMS and DMB payment processes Example of mobile web payment with Google Wallet NFC phones overview Starbucks rewards and 2D barcode mobile app Market Outlook Mobile payment transaction value forecast 2008-2015 (in Billion USD) Potential mobile payment user base To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

Source: Gartner Smartphone share of global mobile device shipments (2007 Q1 – 2011 Q3) Global smartphone market Preview Preview slide To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

Number of smartphones shipped per platform (2008 Q3 - 2011 Q3) Global smartphone market Source: Gartner Preview Preview slide To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

Source: Gartner Global smartphone market Preview Number of smartphones shipped per platform 2008 Q3 - 2011 Q3 (in million units) Preview slide To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

Source: Gartner Smartphone operating systems’ market share by shipments (2009 Q1 – 2011 Q3) Global smartphone market Preview Preview slide To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

Source: Gartner Global smartphone market Preview Smartphone operating systems’ market share by shipments in 2009 Q1 – 2011 Q3 Preview slide To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

Classified by primary objective. E.g. Many category specific stores also concentrate on particular platform and aggregate content. Based on sample of 78 stores. Expected new niche stores in 2011 (for illustratory purposes). App stores comparison Niche app store launches by type (2011 Q3) Preview Preview slide Source: research2guidance 2011. To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

Base: 88 niche app stores. Niche app stores by type (2011 Q3) App stores comparison Preview Preview slide Source: research2guidance 2011. To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

App stores comparison a Store operator – Handmark b unless signed up for an open source developer membership, which waves these submission and SDK fees c The web-version of Windows Mobile 6.x Marketplace was discontinued on July 15th, 2011. Apps still available through downloadable app store application. Preview Preview slide Source: research2guidance 2011. To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

App stores comparison a The platform was opened for beta testing of Symbian apps. The project was ceased in November 2010. b Cellmania was acquired by RIM in August 2010. Preview Preview slide Source: research2guidance 2011. To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

App stores comparison Number of applications per platform (2008 Q3 – 2011 Q3) Preview Preview slide Source: research2guidance 2011. To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

Base: Android Market and Apple App Store – full catalog. BlackBerry App World, Nokia OVI store and Palm App Catalog – Top 100 Paid apps. Average displayed paid application price in official OEM&OS app stores (2009 Q4 – 2011 Q3) App stores comparison Preview Preview slide Source: research2guidance 2011. To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

Download numbers refer to smartphone apps only. Personalization content downloads are excluded. Independent store rates refer to whole year in 2009, half year periods in 2010 and a quarter in 2011. Source: research2guidance 2011. App stores comparison Preview Average total daily downloads per app store (in Millions) (2009 Q4 – 2011 Q3) Preview slide To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

Other Independent Stores include: Handango, Mobango, PocketGear, MobiHand, Handmark, Handster and other; Other OS&OEM include: Windows Market Place, Samsung Apps, Palm App Catalog, Play Now Arena, LG Application Store and other;MNO stores include: Vodafone 360, O2 Litmus Store, China Mobile Market, Verizon Media Store, Orange Application Shop, AT&T AppCenter, Sprint Digital Lounge, web2go, Telefonica mStore, SK T-store, KT Show App Store, TelstraOne Experience, Optus App Store, Airtel AppCentral and other. App store share of total application downloads per period(2008 – 2011 Q3) App stores comparison Preview Source: research2guidance 2011. Preview slide To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

Paid smartphone application download revenue (in million USD) (2007 - 2011 Q3) Smartphone applications market Preview Source: research2guidance 2011. Preview slide To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

Source: research2guidance 2011. Preview Categorization of mobile payments Preview slide To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

Preview Projected volume of mobile payments through 2015 Source: research2guidance 2011. Preview slide To purchase „Smartphone App Market Monitor Vol. 4” : http://bit.ly/uYaq12

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