TTA 세미나 발표 자료

1. The History Of App Store
2011.2.8. mobizen

2. Step #1. Chaos

3. Carrier Is King

4. Carrier Is King In Korea
Playon

5. Government Is Gangster In Korea

7. Step #2. Unification

8. Yes, Apple Made it.

9. It’s A Well-Made Store.

10. 10

13. Mobile App Download s By Year
5000
5,000
(Unit : Million)
3,750
2,500
1,250
300
2009
0
2010
- Source : Onlineitdegree.com

14. Global Mobile App Store Revenue
PRNewswire Gartner Getjar Research2Guidance
IDC Marketsand
40
(Unit : Billion $)
35
30
29.48
25.0
20 21.91
20.5
17.5
15.9
14.34
10 11.4
6.77 6.8
4.24
0
2009 2010 2011 2012 2013 2014 2015

15. Step #3. Dog & Cow
452 Companies
113 App Stores
48 Developer Programs
- Source : wipconnector.com

16. Defense
WAC
2010.12. WAC 1.0
2011.04. WAC 2.0
MWC WAC 1.0 Device Demo
2011.05. WAC 1.0 Commercialization

18. Step #4. Problem Comes Up

19. All Adults
82% Use Cell Phones
35% Have Apps
24% Use Apps
- Source : Pew Research Center

20. US Users Who Have Downloaded Mobile Apps
Yes No
0% 25% 50% 75% 100%
18~24 85%
15%
25~34 69%
31%
35~44
86%
14%
45~54
52%
47%
55~64
49%
65+ 50%
30%
Total 70%
69%
31%
- Source : Ask.com

21. How Often Apps Are Downloaded & Used Just One
28%
28%
26% 26%
22%
21%
14%
7%
2010. 1Q
2010. 2Q 0%
2010. 3Q
2010. 4Q
- Source : Localytics

22. Developer’s App Store Revenue
Android Market Ovi Store App Store
90%
81%
68%
49%
48%
45%
28%
27%
24%
24% 23%
5% 14%
Less Than Expected
More Than Expected 0%
- Source : Open First As Expected

23. Application Free vs. Paid
Free Paid
0% 25% 50% 75% 100%
App Store 35.54%
64.46%
Android Market
68.00%
32.00%
- Source : AndroidLib, 148apps.biz(2011.02.7)
Download Free vs. Paid
Free Paid
0% 25% 50% 75% 100%
App Store
81.00%
19.00%
Android Market
98.90%
- Source : Apple Insider(2010.9), FADE(2010.5) 1.10%

25. Step #5. Market Arrangement

26. Favorable Player For App Store
Others
0.88%
Publisher
4.39%
Portal
8.77%
Vendor
9.21%
Telco
Platform Provider
15.79%
60.96%
- Source : www.mobizen.pe.kr

27. Apple Is Responsible For 99.4% Of App Downloads

28. 2010, Mobile App Store Growth
Whole Free
899%
900%
675%
587%
544%
450%
268% 274%
174%
111% 258%
225%
Apple App Store
BlackBerry App World 0%
Android Market
- Source : Distimo
Ovi Store

29. Step #6. Advanced BM

30. 2010. 6 ~ 12, Mobile Application Average Price
Whole Free
18%
1%
0%
-12%
-9%
-19% -18%
-24% -24%
-29% -35%
-53%
Apple App Store
BlackBerry App World -70%
Android Market -61%
- Source : Distimo Ovi Store

31. Revenue Shift Advertising To Virtual Good Sales
$10
9
8
7
6
5
4
3
2
1
0
2009.9 10 11 12 2010.1 2 3 4 5 6 7 8 9
Advertising Revenue Virtual Good Sales - Source : Flurry

32. iPad, Revenue Share By Monetization Type
0% 25% 50% 75%
100%
2010. 06
88%
5% 7%
2010. 12
71%
14%
15%
iPhone, Revenue Share By Monetization Type
0% 25% 50% 75% 100%
2010. 06
64%
22%
14%
2010. 12
51%
15%
34%
Paid App
Paid App With In-App Purchases
Free App With In-App Purchases - Source : Distimo

33. Business Model Ranking
2010 2011
59%
60%
43%
40% 42% 45%
34%
27% 30%
27%
30%
26%
26%
18%
14% 15%
10%
App Store Sales
Advertising 6%
In-App Purchase 0%
Brand Loyalty
Mobile Commerce
Saas
- Source : IDC Coupon

34. Step #7. Expand

36. OpenAppMkt

39. Conclusion
Problem Comes Up
Dog & Cow Market Arrangement
Unification Advanced BM
Expand
Chaos
Selection & Focus
Change Your Business Model
Make A Chance In Expanded Area

40. Thanks For Listening.
http://www.mobizen.pe.kr
@mobizenpekr