Smartphone App Market Monitor Data Package 1st of June research2guidance June 2013 Smartphone App Market Monitor Data Package Vol.

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1 Smartphone App Market Monitor Data Package 1st of June 2013 research2guidance June 2013 Smartphone App Market Monitor Data Package Vol. 10 1

2 About the Smartphone App Market Monitor Data Package The data package of the Smartphone App Market Monitor serves as a comprehensive source of information on the most important smart-devices (i.e. smartphones and tablets) and app stores market trends. To keep pace with the latest trends, amend and revise forecasts, as well as inform readers about key topics and latest news, this report is updated and extended each quarter since Q This quarterly report was thought to address the lack of information about app stores and the app market in its entirety. By using, comparing and evaluating different sources of information on the mobile market, the Smartphone App Market Monitor provides a range of detailed market analyses that enable any app publisher, app store owner and Telco to make informed business decisions. For information or permission to reprint or reuse please contact research2guidance at: info@research2guidance.com Phone: Mail: research2guidance/permission research2guidance June 2013 Smartphone App Market Monitor Data Package Vol. 10 2

3 Smartphone shipments have passed that of feature phones 216,2 million smartphones were shipped in Q Smartphone s share of total mobile devices sales increased from 44% to 51,6% In the first quarter of 2013, Apple and Samsung shipped together almost 110 million smartphones Global smartphone user base will exceed 1,5 billion at the end of 2013 with a year-over-year increase of 42% research2guidance June 2013 Smartphone App Market Monitor Data Package Vol. 10 3

4 20 billion downloads in just one quarter The total number of applications published in the most important stores (Apple App Store, Google Play, BlackBerry World and Windows Phone Store) exceeded 2,3 million with a quarter-overquarter increase of 16,3% Worldwide there are more than 180 app stores of which 103 are niche stores Q1 total number of downloads reached 20 billion, a year-over-year growth of 94% Almost new apps have been added to the major apps stores in Q research2guidance June 2013 Smartphone App Market Monitor Data Package Vol. 10 4

5 There is a wide spread of downloads per day for an app between major app stores At the end of Q1 2013, Apple s App Store had iphone/ipad apps and iphone native apps, whereas Google Play had The average paid app selling price across the most important app stores reached US$2,40, an increase of 3,0% in comparison to the previous quarter Google Play has reached 10,2 bn downloads in Q Google Play is now the largest app store in the world per number of quarterly downloads Google Play now shows 113 mio. downloads per day, an increase of 14% to the previous quarter Apps generate downloads per day in today s leading app stores research2guidance June 2013 Smartphone App Market Monitor Data Package Vol. 10 5

6 Content 1. Smartphones, tablets, operating systems and user base developments since App stores overview, apps numbers and downloads since Performances of major platforms and stores since Detailed app categories developments of Apple App Store, Google Play and BlackBerry World since Key facts and figures of major OS, OEM, MNO and Independent app stores since 2000 research2guidance June 2013 Smartphone App Market Monitor Data Package Vol. 10 6

7 For the first time, in Q more than half of mobile devices shipped globally were smartphones Smartphone share of global mobile device shipments (Q Q1 2013) Sources: IDC and Gartner, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol. 10 7

8 Android is by far the most successful platform per number of smartphones shipped Number of smartphones shipped per platform (Q Q1 2013) Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q units in millions Android ios Symbian BlackBerry Windows Phone Others Sources: IDC and Gartner, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol. 10 8

9 In Q more than 160 mio. new smartphones were running an Android system Number of smartphones shipped per platform (units in millions) (Q Q1 2013) Operting systems Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Android 0,6 0,8 1,4 4,0 5,2 10,6 20,5 30,9 36,4 46,8 60,5 76,0 81,1 104,8 134,6 144,7 160,9 Symbian 15 18,4 16,1 20,8 21,5 23,8 29,5 33,3 27,6 23,9 19,5 17,5 12,5 6,8 4,1 2,9 1,3 ios 3,9 5,4 7,0 8,7 8,8 8,4 14,1 16,2 16,9 19,6 17,3 35,5 33, ,9 43,5 39,3 BlackBerry 7,2 7,7 8,5 10,7 10,6 11,3 11,9 14, ,7 12,7 13,2 9,9 7,4 7,7 7,4 6,5 Windows Phone 3,7 3,8 3,3 4,2 3,7 3,1 2,2 3,1 2,6 1,7 1,7 2,8 2,7 5,4 3,6 6,2 6,3 Others 5,9 9,4 9,3 10,4 4,9 5,7 2,9 3,0 3,4 3,1 3,5 4,3 5,1 0,1 2,8 3,0 1,9 Sources: IDC and Gartner, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol. 10 9

10 Symbian operating system is about to disappear from the ecosystem Smartphone operating systems market share by shipments (Q Q1 2013) 100% 90% Others Windows Phone BlackBerry 80% 70% 60% Symbian 50% 40% ios 30% 20% Android 10% 0% Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Sources: IDC and Gartner, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

11 The combined operating system market share of ios and Android at the end of Q amounted to 92,6% Smartphone operating systems market share by shipments (Q Q1 2013) Operting systems Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Android 1,7% 1,8% 3,1% 6,8% 9,5% 16,9% 25,3% 30,6% 36,4% 43,4% 52,5% 50,9% 56,2% 69,6% 74,9% 69,7% 74,4% Symbian 41,3% 40,4% 35,3% 35,4% 37,8% 37,8% 36,4% 32,9% 27,6% 22,2% 16,9% 11,7% 8,7% 4,5% 2,3% 1,4% 0,6% ios 10,7% 11,9% 15,4% 14,8% 16,1% 13,4% 17,4% 16,0% 16,9% 18,2% 15,0% 23,8% 22,9% 17,3% 15,0% 20,9% 18,2% BlackBerry 19,8% 16,9% 18,6% 18,2% 19,4% 18,0% 14,7% 14,4% 13,0% 11,8% 11,0% 8,8% 6,9% 4,9% 4,3% 3,6% 3,0% Windows Phone 10,2% 8,4% 7,2% 7,1% 6,8% 4,9% 2,7% 3,1% 2,6% 1,6% 1,5% 1,9% 1,9% 3,6% 2,0% 3,0% 2,9% Others 16,3% 20,7% 20,4% 17,7% 9,0% 9,1% 3,6% 3,0% 3,4% 2,9% 3,0% 2,9% 3,5% 0,1% 1,6% 1,4% 0,9% Sources: IDC and Gartner, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

12 During the last year Samsung gained market share mainly at the expenses of Apple Top 5 smartphone vendors market share by shipments (Q and Q1 2013) 100% 90% 80% Others Others Others 70% ZTE 60% 50% ZTE Huawei LG ZTE Huawei LG Huawei 40% Apple Apple LG 30% Apple 20% 10% Samsung Samsung Samsung 0% Q Q Source: IDC, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

13 During Q LG entered among the top 3 smartphone vendors Top 5 smartphone vendors shipments and market share (units in millions) (Q and Q1 2013) Vendor Q units Q Market share Q units Q Market share Year-over-Year change Samsung 70,7 32,7% 44,0 28,8% 60,7% Apple 37,4 17,3% 35,1 23,0% 6,6% LG 10,3 4,8% 4,9 3,2% 110,2% Huawei 9,9 4,6% 5,1 3,3% 94,1% ZTE 9,1 4,2% 6,1 4,0% 49,2% Others 78,8 36,4% 57,5 37,7% 37% Source: IDC, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

14 Apple is still the leader in the tablet market Top 5 tablet vendors market share by shipments (Q and Q1 2013) 100% 90% Others Others Others 80% 70% 60% Amazon ASUS Microsoft Amazon ASUS Microsoft Amazon 50% 40% ASUS 30% Apple Apple Apple 20% 10% 0% Samsung Samsung Q Q Samsung Source: IDC, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

15 Asus experienced an impressive year-over-year growth of 350% in Q Q Top 5 tablet vendors shipments and market share (units in millions) (Q and Q1 2013) Vendor Q units Q Market share Q units Q Market share Year-over-Year change Apple 19,5 39,6% 11,8 58,1% 65,3% Samsung 8,8 17,9% 2,3 11,3% 282,6% ASUS 2,7 5,5% 0,6 3,1% 350,0% Amazon 1,8 3,7% 0,7 3,6% 157,1% Microsoft 0,9 1,8% 0,0 N/A N/A Others 15,5 31,5% 4,9 24,1% 216,3% Source: IDC, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

16 From Q to Q Android overtook ios as leader in the tablet operating systems Top tablet operating systems market share by shipments (Q and Q1 2013) 100% Windows Windows RT Windows 90% Others 80% 70% ios ios Windows RT 60% 50% Windows 40% 30% Android Android ios 20% 10% Android 0% Q Q Source: IDC, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

17 At the end of Q Android is the operating systems leader also in the tablet market Top tablet operating systems shipments and market share (units in millions) (Q and Q1 2013) Operting systems Q units Q Market share Q units Q Market share Year-over-Year change Android 27,8 56,5% 8,0 39,4% 247,5% ios 19,5 39,6% 11,8 58,1% 65,3% Windows 1,6 3,3% 0,2 1,0% 700,0% Windows RT 0,2 0,4% 0,0 N/A N/A Others 0,1 0,2% 0,2 1,0% -50,0% Source: IDC, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

18 Global app user base will reach 1,5 billion consumers at the end of 2013 Installed base of application shoppers (in millions) ( ) (E) Tablets ipod touch Smartphones Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

19 Content 1. Smartphones, tablets, operating systems and user base developments since App stores overview, apps numbers and downloads since Performances of major platforms and stores since Detailed app categories developments of Apple App Store, Google Play and BlackBerry World since Key facts and figures of major OS, OEM, MNO and independent app stores since 2000 research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

20 Mobile Application Stores classification (Q1 2013) Handset Manufacturers OS Developers Mobile Operators Independent (Full Catalogue) Independent (Niche) Motivation to launch a Mobile Application Store Increase handset sales Increase OS license sales Increase mobile advertisement reach Increase number of high ARPU customers and data plans Create revenue from app sales and advertisements Number >100 Create revenue from app sales and advertisements, in addition to, making core product more attractive Application Stores Apple App Store BlackBerry App World LG SmartWorld Nokia OVI Store Samsung Apps Htc Apps HiSpace Andronavi Dell LePhone App Store Motorola SHOP4APPS Google Play Windows Phone Store Microsoft OneApp Firefox Marketplace Windows Store Aircel PocketApps AT&T App Center Airtel AppCentral China Mobile Market China Unicom Wo Store Optus App Store Orange Application Shop TIMstore Appia Appitalism GetJar Handango Handmark Handster Mobango Opera mjelly Phoload Amazon Appstore AndAppStore AndroidPIT bplay CrackBerry Cydia OnlyAndroid OnlySymbian OnlyTREO SlideME Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

21 The market for full catalogue app stores seems now leveled off at around 80 stores Number of smartphone application stores (2007 Q1 2013) until Q Independent (full catalogue) MNO OEM OS Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

22 OEMs/OSs Independent MNOs Q did not show any relevant changes except for the entrance of one new Independent store X X X X X X X X X X X X Web Interface closed X X X Q Note: X indicates when the store was closed down. Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

23 Number of niche stores is still growing Niche app stores count by type (1992 Q1 2013) Q Service Providers Aggregators Specialized Note: Classified according to primary objective. Based on a sample of 103 niche stores. Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

24 Android is by far the dominant OS-Centric platform with 70% of share Niche app stores by type and OS (Q1 2013) Consumer- Centric 6% Category-Centric 14% Mass-Market 7% Hand-Picked 6% Distributors 7% Palm 0S 4% BlackBerry 9% ios 7% Windows Mobile 6% Other 4% OS-Centric 52% Android 70% Device-Centric 8% Others: Java, HTML5 and Symbian. Based on a sample of 103 niche stores. Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

25 Total number of displayed apps reached 3,9 m Number of apps published on market places (2007 Q1 2013) Q Q Q Q Q Q Q Q4 2012*** Q1 2013*** Number of apps in 1st-tier app stores* Total number of apps** Note: (*) Denotes number of apps in official app stores by major OSs&OEMs, including tablet apps. Note: (**) It includes also apps from the most important Independent Stores. Note: (***) Number of apps present in Nokia Ovi Store are not disclosed so they are not included in the count. Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

26 At the end of Q total app download worldwide reached 20 bn Total smartphone app downloads per year (in millions) (2007 Q1 2013) % Q Q Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

27 Google Play and Apple App Store account together for 81% of the all downloads worldwide App store share of total application downloads per period (2008 Q1 2013) Apple App Store 61% 57% 55% 46% 41% 39% 30% 36% 32% 30% Google Play BlackBerry World 81% 79% Nokia Ovi Store 27% 33% 41% 45% 40% 51% 51% WP Store 22% 24% 21% 7% 6% 0% 8% 5% 5% 5% 8% 3% 5% 6% 3% 0% 1% 0% 0% 3% 3% 4% 1% 6% 4% 5% 3% 7% 6% 10% 3% 4% 6% 4% 3% 4% 2% 2% 2% 1% 1% 2% 4% 6% 11% 8% 3% 3% 2% 1% 1% 6% 5% 2% 0,3% 2% 2% 1% 6% 7% 5% 5% GetJar Independent Stores Other OEM&OS Stores HY HY HY Q Q Q Q Q Q Q Other Independent Stores: Handango, Mobango, Handmark, Handster and others; Other OS&OEM: Samsung Apps, LG SmartWorld and Amazon AppStore; MNO stores: China Mobile Market, Verizon Apps, Orange Application Shop, AT&T AppCenter, Sprint Digital Lounge, SK T-store, KT Show App Store, TelstraOne Experience, Optus App Store, Airtel AppCentral and others. Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

28 Content 1. Smartphones, tablets, operating systems and user base developments since App stores overview, apps numbers and downloads since Performances of major platforms and stores since Detailed app categories developments of Apple App Store, Google Play and BlackBerry World since Key facts and figures of major OS, OEM, MNO and independent app stores since 2000 research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

29 The gap in the app number between Apple App Store and Google Play and the rest of the platforms is increasing quarter after quarter Number of applications per platform (Q Q1 2013) Number of apps ** Note: Dotted line indicates total number of apps in Apple App Store for iphone and ipad. Note: (**) Due to the not disclosed information about Nokia Ovi Store it could not be tracked since Q Sources: research2guidance, Xyologic, Nokia website, Windows Phone Store, BlackBerry World and 148apps.biz, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

30 There are now apps for iphone (Q1 2013) Number of applications per platform (Q Q1 2013) OEM&OS Q Q Q Q Q Q Apple App Store (iphone + ipad apps) Apple App Store (iphone apps) Google Play Q Q Q Q Q Q Q BlackBerry World Nokia Ovi Store* n/a n/a Windows Phone Store n/a n/a n/a Note: (*) Due to the not disclosed information about Nokia Ovi Store it could not be tracked since Q Sources: research2guidance, Xyologic, Nokia website, Windows Phone Store, BlackBerry World and 148apps.biz, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

31 Alongside the launch of the new BlackBerry OS (BB10), BlackBerry World experienced a significant growth in the number of total apps Number of net adds in major app stores per quarter (Q Q1 2013) Number of net adds ** Note: Dotted line indicates total number of apps in Apple App Store for iphone and ipad. Note: (**) Due to the not disclosed information about Nokia Ovi Store it could not be tracked since Q Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

32 The apps added by BlackBerry World at the end of Q reached marks Number of net adds in major app stores per quarter (Q Q1 2013) OEM&OS Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Apple App Store (iphone + ipad apps) Apple App Store (iphone apps) Google Play BlackBerry World Nokia Ovi Store* n/a n/a Windows Phone Store n/a n/a n/a n/a n/a n/a Note: Due to the not disclosed information about Nokia Ovi Store it could not be tracked since Q Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

33 BlackBerry has always had a higher share of paid to free ratio compared to the other app stores Share paid/free apps per platform (Q Q1 2013) 100% Paid to free app ratio 90% Apple App Store 80% 70% Google Play 60% 50% BlackBerry World 40% 30% 20% Windows Phone Store 10% Amazon AppStore 0% Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

34 Average displayed app price of the most important stores range between 2 and 4 US dollars Trend of the average displayed paid application prices in official OEM&OS app stores (Q Q1 2013) Average displayed price $8,00 $7,00 $6,00 $5,00 $4,00 $3,00 $2,00 $1,00 $0,00 Q Q Q Q Q Q Q Q Q Q Q Q Q Base: Google Play, Apple App Store, BlackBerry World, Nokia Ovi Store and Windows Phone Store Top paid apps. Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

35 Average displayed price remained almost constant in Q Average displayed paid application prices in official OEM&OS app stores (Q Q1 2013) OEM&OS Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q BlackBerry World $7,80 $8,83 $7,78 $7,23 $5,91 $4,60 $4,23 $3,98 $4,86 $3,75 $4,24 $2,48 $2,44 $1,78 $2,03 Nokia Ovi Store $6,37 $6,37 $4,88 $3,95 $3,83 $3,74 $3,32 $3,50 $3,01 $3,50 $3,52 $3,48 $2,92 $2,52 $2,59 Google Play $4,40 $4,40 $2,53 $2,70 $2,79 $2,85 $3,16 $3,07 $3,15 $3,13 $3,00 $3,40 $4,12 $3,66 $3,72 Windows Phone Store n/a n/a n/a n/a n/a $3,50 $2,90 $2,91 $2,50 $1,77 $1,45 $1,82 $1,81 $1,76 $1,71 Apple App Store $3,15 $3,32 $3,86 $4,00 $3,73 $3,76 $3,75 $3,69 $3,79 $3,77 $3,76 $3,60 $2,82 $1,93 $1,96 Base: Google Play, Apple App Store, BlackBerry World, Nokia Ovi Store and Windows Phone Store Top paid apps. Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

36 Google Play s average daily downloads exceeded 110 mio. during Q Average total daily downloads* per app store (in millions) (Q Q1 2013) 120 Downloads per app store 100 Apple App Store 80 Google Play BlackBerry World Nokia Ovi Store 0 Q Q Q Q Q Q Q Q Q Q Q Q Q Q WP Store Note: (*) Download numbers refer to apps only; personalization content downloads are excluded. Sources: research2guidance and companies websites, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

37 In Q Windows Phone store experienced a big increase in the average daily downloads Average total daily downloads* per app store (in millions) (Q Q1 2013) App Stores Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Net Growth Change Rate Apple App Store 13,3 14,4 18,4 21,9 31,9 33,3 38,9 44,4 41,6 41,6 49,3 61,8 66,7 4,9 7,93% Google Play 1,6 5,8 7,4 10,8 14,5 14,4 23,6 35,5 44,2 61,5 55, ,9 13,9 13,90% BlackBerry World 0,3 0,8 1,3 2,1 2,5 3,8 5,1 6,0 6,0 5,3 7,7 5,4 6,0 0,6 11,11% Nokia Ovi Store 0,7 0,7 1,0 1,4 1,8 3,4 4,0 5,3 11,5 15,6 10,5 11,6 11,9 0,3 2,60% WP Store n/a n/a n/a 0,4 1,5 1,4 1,9 1,4 1,6 1,6 0,7 0,6 1,55 0,95 166,67% GetJar n/a 0,9 n/a 1,7 2,0 2,2 2,4 2,7 2,2 2,8 3,3 3,3 3,8 0,5 15,15% Mobango n/a 0,3 n/a 0,2 0,2 0,2 0,2 0,1 0,1 0,3 0,3 0,4 0,13-0,27-67,50% Note: (*) Download numbers refer to apps only; personalization content downloads are excluded. Sources: research2guidance and companies websites, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

38 At the end of Q Google Play is the store with the highest average daily downloads per app Average daily downloads* per app (Q Q1 2013) Downloads per app 250 WP Store 200 Nokia Ovi Store** BlackBerry World 50 Apple App Store 0 Q Q Q Q Q Q Q Q Q Q Q Q Q Q Google Play Note: (*) Download numbers refer to apps only; personalization content downloads are excluded. Note: (**) Due to the not disclosed information about Nokia Ovi Store it could not be tracked since Q Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

39 Along Q BlackBerry World had a significant decrease in the average daily downloads per app Average total daily downloads* per app (Q Q1 2013) App Stores Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Net Growth Change Rate WP Store n/a n/a n/a ,00% Nokia Ovi Store** n/a n/a n/a n/a BlackBerry World ,82% Apple App Store ,88% Google Play ,90% GetJar n/a 13 n/a ,00% Mobango n/a 16 n/a ,00% Note: (*) Download numbers refer to smartphone apps only; personalization content downloads are excluded. Average app download drops are mostly affected by change in number of apps. Content grows faster than user base and activity. Numbers are rounded to the nearest integer. Note: (**) Due to the not disclosed information about Nokia Ovi Store it could not be tracked since Q Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

40 Content 1. Smartphones, tablets and operating systems market developments since App stores overview, apps numbers and downloads since Performances of major platforms and stores since Detailed app categories developments of Apple App Store, Google Play and BlackBerry World since Key facts and figures of major OS, OEM, MNO and independent app stores since 2000 research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

41 Games apps category showed the highest growth rate in Q within Apple App Store Number of apps per category and new adds (Apple App Store) (2012 Q Q1) Category # Apps 2012 Q1 # Apps 2012 Q2 Sources: research2guidance and 148apps.biz, # Apps 2012 Q3 # Apps 2012 Q4 New Adds per Quarter Share of Total New Adds Games % Entertainment % Education % Lifestyle % Books % Utilities % Travel % Business % Music % Reference % Sports % Health & Fitness % Productivity % News % Finance % Photo & Video % Social Networking % Medical % Navigation % Weather % Newsstand % Catalogs % Food & Drink % Total % # Apps 2013 Q1 research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

42 Games is by far the largest category in Apple App Store Top 10 Apple s App Store categories (Q and Q1 2013) Number of apps Games Education Entertainment Lifestyle Books Business Utilities Travel Music Reference Q Q Sources: research2guidance and 148apps.biz, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

43 Games is the category that added more apps at the end of Q within Google Play Number of apps per category and new adds (Google Play) (2012 Q Q1) Category # Apps 2012 Q1 Sources: research2guidance and Xyologic, # Apps 2012 Q2 # Apps 2012 Q3 # Apps 2012 Q4 New Adds per Quarter Share of Total New Adds Games % Entertainment % Personalization % Tools % Books & Reference % Lifestyle % Education % Travel & Local % Music & Audio % Sports % Productivity % Business % News & Magazines % Health & Fitness % Communication % Social % Finance % Media & Video % Shopping % Photography % Medical % Transportation % Comics % Libraries & Demo % Weather % Total % # Apps 2013 Q1 research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

44 Games is still the category with the highest number of apps in Google Play Top 10 Google Play categories (Q and Q1 2013) Number of apps Games Entertainment Personalization Tools Books & Reference Education Lifestyle Travel & Local Music & Audio Sports Q Q Sources: research2guidance and Xyologic, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

45 Themes is the category with the largest share of net adds in BlackBerry World Number of apps per category and new adds (BlackBerry World) (2012 Q Q1) Category # Apps 2012 Q1 # Apps 2012 Q2 # Apps 2012 Q3 # Apps 2012 Q4 New Adds per Quarter Share of Total New Adds Themes % Books % Games % Utilities % Entertainment % Business % Music & Audio % News % Education % Productivity % Health & Fitness % Photo & Video % Sports % Finance % Navigation & Travel % Social % Lifestyle % Weather % 459 Total % # Apps 2013 Q1 Sources: research2guidance and BlackBerry World, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

46 Themes is also by far the largest category in BlackBerry World Top 10 BlackBerry World categories (Q and Q1 2013) Number of apps Themes Books Games Utilities Entertainment Education Business Navigation & Travel News Music & Audio Q Q Sources: research2guidance and BlackBerry World, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

47 Content 1. Smartphones, tablets, operating systems and user base developments since App stores overview, apps numbers and downloads since Performances of major platforms and stores since Detailed app categories developments of Apple App Store, Google Play and BlackBerry World since Key facts and figures of major OS, OEM, MNO and Independent app stores since 2000 research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

48 Key facts and figures: OS&OEM Stores (1/3) Device Manufacturers and Mobile OS Providers Logo General Store name Apple App Store Google Play Samsung Apps a BlackBerry World Nokia Ovi Store LG SmartWorld Windows Phone Store Profile $ $ $ $ $ $ $ Launch Jul-08 Oct-08 Sep-09 Apr-09 May-09 Jul-09 Oct-10 Customer Interface Developer Interface On-deck store Preinstalled Preinstalled Target platforms ios Android Payment options Developer portal Credit card & PayPal ios Developer Center Google checkout, operator billing Android Developers Preinstalled & downloadable Bada, Android, Symbian & Windows Mobile Credit card & PayPal Bada developers, Smasung mobile innovator Preinstalled & downloadable BlackBerry Credit card, operator billing & PayPal BlackBerry Developer Zone Preinstalled & downloadable Symbian, Maemo, Java Credit card & operator billing Ovi Store Publishing Preinstalled & downloadable Windows Mobile, Java, Android, LG proprietary Credit card LG Mobile Developer Network Preinstalled Windows Phone 7 Credit card & operator billing SDK Yes Yes Yes Yes Yes Yes Yes SDK license fee $0 $25 $1 $0 50 $0 $99 p.a. App submission fee Control on app submission Developer revenue share $99 p.a.; $299 for enterprises $0 Vary $200/10 apps Vary $0 MSDN $19,99 per app (Free for first 5 apps) Strict Moderate Moderate Moderate Moderate Low Moderate 70% 70% 70% 70% 60% 80% 70% a Store operated by Handmark Matches Apple App Store model Differs from Apple App Store model Supports only SP Supports FP and SP Provides only applications Provides apps, ringtones, etc. $ Paid and/or free applications $ Only free applications Sources: companies websites and research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

49 Key facts and figures: OS&OEM Stores (Q Q1 2013) (2/3) Apple App Store Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q # Total apps % of paid 75% 75% 73% 72% 70% 68% 64% 62% 60% 57% 55% 51% 50% 46% 43% Price $ $3,15 $3,32 $3,86 $4,00 $3,73 $3,76 $3,75 $3,69 $3,79 $3,77 $3,76 $3,60 $2,82 $1,93 $1,96 # Downloads (M) # User base (M) b n/a # Developers n/a # Supported devices n/a # Countries n/a Google Play # Total apps % of paid 35% 40% 41% 38% 35% 36% 36% 36% 34% 32% 33% 33% 33% 30% 30% Price $ $4,40 $4,40 $2,53 $2,70 $2,79 $2,85 $3,16 $.3.07 $3,15 $3,13 $3,00 $3,40 $4,12 $3,66 $3,72 # Downloads (M) # User base (M) 6 8 n/a 20 n/a # Developers n/a n/a n/a n/a n/a # Supported devices n/a 7 n/a 80+ n/a # Countries n/a 25 n/a 46 n/a BlackBerry World # Total apps % of paid 85% 90% 76% 75% 74% 76% 77% 76% 76% 76% 68% 69% 69% 65% 61% Price $ $$7.80 8,83 $7,78 $7,23 $5,91 $4,60 $4,23 $3,98 $4,86 $3,75 $4,24 $2,48 $2,44 $1,78 $2,03 # Downloads (M) # User base (M) n/a 13 n/a n/a n/a , # Developers n/a n/a n/a n/a n/a # Supported devices n/a 19 n/a 26 n/a # Countries n/a 20 n/a 35 n/a Nokia Ovi Store # Total apps a n/a n/a % of paid 40% 40% 40% 40% 40% 38% 39% 40% 40% 40% 40% 40% 40% n/a n/a Price $ $6,37 $6,37 $4,88 $3,95 $3,83 $3,74 $3,32 $3,50 $3,01 $3,50 $3,52 $3,48 $2,92 $2,52 $2,59 # Downloads (M) # User base (M) n/a 31 n/a n/a n/a # Supported devices n/a n/a # Countries n/a All c All c All c All c All c All c All c 190+ a Excluding personalization content. b Includes ipod Touch and ipad. c Ovi Store is available globally, except Cote d'ivoire, Cuba, D.R. of Congo, Iran, North Korea, Sudan, Syria, Zimbabwe. Sources: research2guidance, Xyologic, Nokia website, BlackBerry World and 148apps.biz, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

50 READY Key facts and figures: OS&OEM Stores (Q Q1 2013) (3/3) LG SmartWorld Q Q Q Q Q Q Q Q Q Q Q Q Q Q # Total apps % of paid 90% 94% 94% 0% 0% 0% 0% 15% 30% 42% 41% 40% 41% 40% Price $ $20,66 $23,25 $23,25 $ - $ - $ - $- $3,30 $7 $3,75 $3,70 $3,14 $1,59 $1,77 Samsung Apps # Downloads (mio) # Supported devices 7 n/a # Countries # Total apps % of paid 50% 71% 67% 56% 54% 46% 55% 55% 55% 55% 37% 37% 37% 35% Price $ $13,30 $10,24 $9,11 $7,32 $5,52 $4,65 $2,39 $2,04 $2,39 $2,39 $2,74 $3,26 $3,48 $3,47 # Downloads (mio) # Supported devices # Countries Windows Phone Store # Total apps % of paid 65% 62% 50% 43% 45% 27% 33% 33% 26% 26% Price $ $6,26 $2,88 $2,90 $2,50 $1,77 $1,45 $1,82 $1,81 $1,76 $1,71 # Downloads (mio) # User base (mio) 2 3, ,5 11, # Developers n/a # Supported devices # Countries Sources: research2guidance, Xyologic and companies websites research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

51 Key facts and figures: Major full-catalog, independent stores (1/2) Full Catalog Independent Stores Logo General Name Handango a Handmark GetJar Mobango b Handster Profile $ $ $ $ $ Launch Dec-00 Dec-00 Dec-04 Dec-04 Dec-04 On-deck Store Downloadable Downloadable Web-based None None Customer Interface Payment n/a Credit Card n/a n/a Platforms Android, BlackBerry, Palm OS, Windows Mobile & Symbian Android, BlackBerry, Windows Mobile & Palm OS Android, Java, Blackberry & Symbian Android, Java, Symbian, Palm OS, BlackBerry, Windows Mobile & Flash Lite Credit Card, PayPal, Bank Transfer & Pay By Mobile Windows Mobile, Symbian, Android, BlackBerry, Java & ios # of Supported Devices Developer Portal Appia Developer Portal Handmark Developers Program GetJar Developer Zone Mobango Developers Area Handster Developers Area Program Joining Fee $0 n/a $0 $0 $0 Developer Interface Control on App Submission Low Low Low Low Low App Submission Fee Varies n/a $0 $0 $0 Developer Revenue Share 80% n/a n/a 60% 50%-90% a Store operator PocketGear. b Maui Mobile (India) acquired the store in Q * USA customers only. Matches Apple App Store model Differs from Apple App Store model Supports only SP Supports FP and SP Provides only applications Provides apps, ringtones, etc. $ Paid and/or free applications $ Only free applications Source: research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

52 Key facts and figures: Major full-catalog, independent stores (Q Q1 2013) (2/2) Q Q Q Q Q Q Q Q Q Q Q Q Q # Total apps n/a (44.369) b (44.369) b b % of paid 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% Total downloads (M) Est.app downloads (M) # Total apps % of paid 22% 22% 22% 22% 22% 22% 22% 22% 22% 22% 22% 36% 60% Price $ $9,41 $7,68 $7,93 $8,10 $7,58 $7,42 $5,49 $7,42 $8,00 $8,00 $8,00 $6,95 $4,41 Total downloads (M) 4, ,2 11,3 12,5 13,6 14, ,9 Est.app downloads (M) 2,3 2,6 2,9 4,2 4,8 5,4 6,1 6,8 7,5 8,1 8,7 9,0 9,6 # Total apps a Total downloads (M) Est.app downloads (M) , ,6 # Developers # Total apps a Total downloads (M) Est.app downloads (M) ,3 11,75 # Total apps % of paid 22% 22% 22% 22% 12% 12% 12% 12% 12% 12% 12% 16% 16% Price $ $16,79 $18,90 $16,65 $14,41 $13,32 $15,30 $11,01 $12 $12 $12 $12 $3,18 $3,05 Total downloads (M) 8 8,4 9,8 11, , , , ,2 25,3 Est.app downloads (M) 6,8 7,8 9, ,2 13,4 14,4 15,6 16, ,4 19,3 20,3 Developers a All apps are free. b Handango localized its content, and hence only a limited amount of apps are seen per region. c Only free apps are visible on Handango s Web Interface. Sources: companies websites and research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

53 Key facts and figures: MNO app stores monitor (1/3) General information Key facts and figures Logo Store name Launch # of subscri - bers # of apps (Q1 2013) Supported devices Developer Targeted Available countries revenue share platforms Store access Comments AT&T AppCentre $ Dec ,9M % USA BlackBerry, Java, Preinstalled on AT&T Windows Mobile & devices, Web Interface BREW & downloadable AppCenter (former Media Mall) offers mobile apps, games, ringtones, images, and other content. Sprint Digital Lounge $ Nov-06 56M 49* 20 n/a USA BlackBerry, Palm & Windows Mobile Web Interface Store is operated by Handmark. GetJar and Handmark provides access to its content. Orange App Shop $ Apr-09 4M d 59* 56 d 50% Austria c, Belgium a, Egypt c, France b, Poland c, Romania c, Tunisia a & UK b Android, Symbian & Java d ; Windows Phone & Symbian e Preinstalled on Orange devices d & Web Interface Offers Orange Selection of apps in Nokia OVI store & Windows Phone Marketplace. TelstraOne Experience $ May M 42* ~50 n/a Australia WP7 & Android Preinstalled on Telstra devices Special suite of services for Windows Mobile touch-phones and for Sony Ericsson feature phones. China Mobile Market $ Aug M ~800 70% China Android, Windows Preinstalled on China Mobile, Symbian & Mobile devices & Web iphone Interface China Mobile Market counts in excess of 158 million users and 630 million downloads, which makes it the world s largest carrier-operated app store. a Mobile portal. b Mobile portal, embedded client, selection in Nokia Store and Windows Marketplace. c Mobile portal and selection in Nokia Store. d Orange Mobile App Centre. e Orange Selection in Windows Phone Marketplace & Nokia Ovi. Matches Apple App Store model Differs from Apple App Store model Supports only SP Supports FP and SP Provides only applications Provides apps, ringtones, etc. $ Paid and/or free applications $ Only free applications Note: (*) Number of displayed apps in the store. Sources: companies websites and research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

54 Key facts and figures: MNO app stores monitor (2/3) General information Key facts and figures Logo Store name Launch # of subscribers # of apps Supported (Q1 2013) devices Developer revenue share Available countries Targeted platforms Store access Comments Optus App Store $ Nov-09 9M n/a Australia Most platforms, but ios Web Interface Australia s first mobile app store. SingTel AppZone $ Nov M 29* 627 n/a Singapore ios, BlackBerry, Android, Symbian & Windows Mobile Web Interface SingTel App Zone allows subscribers to search, purchase and download mobile applications and games. It is accessible via the mobile/pc browser. TIM Store $ Q M n/a Italy Symbian, Android, Windows Mobile, Java & BlackBerry Web-interface The Store aims to boost the Italian market for applications designed specifically to meet the needs of Italian consumers. AppCentral $ Feb M n/a India & Sri Lanka Java Web Interface India s first mobile app store % of its content is localized to meet the demand of regional customers. Telkomsel AppZone $ Jul-10 ~ 117M 75* n/a Indonesia BlackBerry, ios & Java Web-interface App marketplace for Telkomsel subscribers provides universal apps for all devices. Matches Apple App Store model Differs from Apple App Store model Supports only SP Supports FP and SP Provides only applications Provides apps, ringtones, etc. $ Paid and/or free applications $ Only free applications Note: (*) Number of displayed apps in the store. Sources: companies websites and research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

55 Key facts and figures: MNO app stores monitor (3/3) General information Logo Store name Launch m1 AppStore $ Maxis 1Store $ China Unicom Wo store $ # of subscribers # of apps (Q1 2013) Supported devices Developer revenue share Key facts Available countries May-10 2M % Singapore Targeted platforms Android, BlackBerry, Java, Symbian & Windows Mobile Store access Web Interface Sep-10 14M 200* n/a 50% - 70% Malaysia Java & Symbian Web Interface Nov-10 43M % China Android, Symbian & Windows Mobile Web Interface Comments Full-catalogue OS store operated by one of the leading carriers in Singapore. Store aiming to enable smartphone functionality on feature phones. Developers get 70% of revenue for apps, priced at RM8, and 50% for apps priced higher. The China Unicom Wo store is currently available in beta. The store aims to compete with China Mobile s Market. Portugal Telecom TMN $ Globe MyAppsM@ll $ n/a n/a n/a n/a Portugal n/a Web Interface n/a 31M 33* 460+ n/a Philippines Symbian, Java, Android & Windows Mobile Web Interface Portuguese MNO offers several applications and variety of mobile services on their website. Globe telecom offers a selection of mobile apps, games and variety of entertainment and personalization content for smartphones and feature phones. Matches Apple App Store model Differs from Apple App Store model Supports only SP Supports FP and SP Provides only applications Provides apps, ringtones, etc. $ Paid and/or free applications $ Only free applications Note: (*) Number of displayed apps in the store. Sources: companies websites and research2guidance, research2guidance June 2013 Smartphone App Market Monitor Data Package Vol

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