2. •A mobile app, short for mobile application, or just app.
•Application designed to run on smartphones, tablet computers
and other mobile devices.
•Applications can be pre-installed or downloadable.

6. • The year 2014 has only just begun, but the $19 billion acquisition
of WhatsApp by Facebook has already claimed its spot as a key event of the year.
• WhatsApp and its ilk in the free messaging app space have led to the demise of
the short message service (SMS), clamping down one of the most lucrative
revenue streams for the telecom services providers.
• Estimates by Informa Telecoms & Media suggest the annual SMS revenues
globally will fall to $96.7 billion from the $120 billion in 2013.
• Asia Pacific is forecasted to experience the highest drop from the $45.8 billion in
2013 to $38 billion in 2018.

8. • The mobile advertising market is growing fast, with more companies
starting to see the benefits of reaching people through advertising
on apps of smartphones.
• Increasing mobile internet penetration from 17% 2009 to 39% in
2014.
• Over 100 billion app downloads: Gartner forecasts that the total
number of mobile app downloads (free and paid) will grow from 17.7
billion in 2011 to over108 billion in 2015.
• As more people continue to use apps to play games, find
information and navigate their daily lives, there will be growing
opportunities for app developers and consumer brands to create
mobile advertising to reach people via in-app advertising and other
channels.

9. • A variety of targeting options to ensure message reaches the right mobile users.
• Geographic: Global, Country, Regional or Hyper-Local
• Operating System: iOS, Android, BlackBerry, Windows Phone 7 and more
• Device Type: Smartphone, Feature Phone or Tablet

10. • Since mobile devices has limited amount of storage and size of the products screen compared to
computer, there are limitation of using apps. For examples, small display screen and overflow of
data storage.
• Bulletin board advertising has been long rampant while not many people pay attention to
those ads when passing by on their way. But mobile applications can make our mobile devices
full of spam.
When downloading applications, users possibly have to allow the publishers to
track and analyze their actions. This would give birth to the loss or abuse of
personal information. On the other hand, one may get virus downloaded in mobile
devices without being aware of it.

11. FOR BUSINESS
4. Costs of developing and marketing
The cost spending on developing apps is high for better quality of application.
Since millions of mobile apps existing in the market, there is both huge time
and financial cost to stand out from the fierce competition. Moreover, If
spending on developing application is higher than the profits they earn, there
will be deficiency.