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Mobile Data & Applications: State of the Industry, Market Prospects, and Forecast 2013 - 2018

Mind Commerce Publishing
Published Date » 2013-12-30
No. Of Pages » 96

Mobile applications continue an explosive growth phase. There can be no doubt that several factors have led to this including data speed improvements from 3G to 4G, Apple’s pioneering and Google’s entry into the mobile OS arena, mobile application store expansion with open development, and the overall rapid penetration and usage of smartphones. We see the fourth generation (4G) of cellular via the LTE standard contributing a particularly profound effect on mobile application evolution.

Mobile apps are more than just a direct to consumer phenomenon as leading enterprise companies take mobile apps seriously. Just as over a decade ago every company needed an attractive, useful website, today leading companies are focused on compelling mobile apps. Savvy companies are leveraging mobile apps to their advantage with native custom mobile application development a top priority for IT organizations.

This report assesses the current state of the industry and evaluates mobile app development best practices and success factors, impact of mobile data improvements on apps, and provides a comparative analysis of native apps vs. HTML5 based applications. The report analyzes mobile application impact on future developments within key industry verticals such as healthcare, financial services, and others.

The report also provides a global forecast for mobile applications segmented by mobile OS and App Store and mobile OS and Business Model:

Global Mobile Application Revenue by App Store 2013 - 2018

  • Amazon App Store
  • Apple App Store
  • Bada App Store
  • BlackBerry App World
  • FireFox OS
  • Google Play
  • Kindle App Store
  • Nokia App Store
  • Nook App Store
  • Tizen
  • WebOS App Store
  • Windows Store
  • Others

Global Mobile Application Revenue by Business Model 2013 - 2018

  • Virtual Goods
  • Advertising Revenue
  • Subscription Revenue
  • Download Revenue

Target Audience: 

  • Mobile network operators
  • Mobile handset manufacturers
  • OS and application store companies
  • Wireless/Mobile application developers
  • Wireless/Mobile infrastructure providers
  • Personal computing device manufacturers
  • Services infrastructure and outsourcing providers 
Table of Contents: 

1.0 EXECUTIVE SUMMARY 8

2.0 INTRODUCTION 9
2.1 OVERVIEW 9
2.2 MOBILE DATA: STATE OF THE INDUSTRY 16
2.2.1 Additional Mobile Data Related Milestones: 17
2.2.2 Mobile Data Related Projections: 17
2.2.3 Mobile Video a Significant Driver of Mobile Data 18
2.3 MOBILE APP HOPES AND REALITIES 19
2.4 TARGET AUDIENCE ANALYSIS 21
2.5 RISE OF THE MEGA SDK VENDORS IN MOBILE 23
2.6 BRING YOUR OWN DEVICE (BYOD) 27
2.7 EVENT LOGGING, ANALYTICS AND REPORTING 27

3.0 MOBILE APP SUCCESS FACTORS 28
3.1 APP MARKETING SERVICES 28
3.2 ACCESSIBILITY 30
3.3 THE PERSONAL TOUCH 30
3.4 HIGH DEGREE OF PUBLICITY 30
3.5 STRENGTH IN NUMBERS 30
3.6 LONG-LASTING RELATIONSHIP 31
3.7 THE SPIRIT OF PARTICIPATION 31
3.8 HIGHLY TARGETED MARKETING 31
3.9 REAL-TIME PERFORMANCE 31
3.10 ENTERPRISE MOBILE SERVICES 32

4.0 IMPLEMENTATION AND OPERATION CONSIDERATIONS 34
4.1 LAUNCHING AND OPERATING MOBILE APPS 34
4.1.1 Mobile Application testing 34
4.1.2 Google Android Emulator 35
4.1.3 Official Android SDK Emulator 35
4.1.4 MobiOne 35
4.1.5 Test iPhone 35
4.1.6 IPhone 35
4.1.7 BlackBerry Simulator 35
4.1.8 ZAP-fix for Mobile Application Testing 36
4.1.9 See Test from Experitest 36
4.2 ADVANTAGES OF A MOBILE WEBSITE VS. NATIVE APPS 36
4.2.1 Immediacy – Mobile Websites Are Instantly Available 36
4.2.2 Compatibility – Mobile Websites are Compatible across Devices 36
4.2.3 Upgradability – Mobile Websites Can Be Updated Instantly 37
4.2.4 Fundability – Mobile Websites Can be found easily 37
4.2.5 Share ability – Mobile Websites Can be Shared Easily by Publishers, and Between Users 37
4.2.6 Reach – Mobile Websites Have Broader Reach 37
4.2.7 Lifecycle – Mobile Websites can’t be deleted 37
4.2.8 Mobile Website can is an App! 38
4.2.9 Time and Cost – Mobile Websites are Easier and Less Expensive 38
4.2.10 Support and Sustainability 38

5.0 MOBILE APPS IN OPERATION 41
5.1 APPLICATIONS 41
5.2 APP REVIEW: IBANK MOBILE 41
5.3 ACCOUNTS 42
5.4 TRANSACTIONS 42
5.5 SYNCHRONIZATION 43
5.6 MOBILE DATA NETWORKS 44
5.7 DATA SERVICE PLANS 44
5.7.1 Pay-per-use 44
5.7.2 Metered Use 45
5.7.3 Unlimited Use 45
5.7.4 Prepaid 45

6.0 NATIVE APPS VS. HTML5 47
6.1 THE FUTURE OF MOBILE APP DEVELOPMENT: NATIVE VS. HTML5 47
6.2 BENEFITS OF HTML5 47
6.3 WHY DEVELOPERS LOVE HTML5 47
6.4 WHO CREATED HTML5 AND WHY? 47
6.5 WHAT ARE HTML5 APPS? 48
6.6 MOBILE WEB BROWSER MARKET SHARE 48
6.7 THE FUTURE OF HTML5 48
6.8 THE PROBLEM WITH MARKETING HTML5 APPS 48
6.9 THE NATIVE APP STORE ECONOMY 49
6.10 THE FUTURE OF MOBILE APP DEVELOPMENT 49

7.0 MOBILE APPLICATION METRICS 50
7.1 MOBILE APP USAGE 50
7.2 SMARTPHONE APP USAGE VS.MOBILE WEB AND SMS 51
7.3 MOBILE APPS VS. MOBILE WEB PREFERENCES 53
7.4 MOBILE APPLICATION VOLUME 53
7.5 MOBILE APPS ARE DOWNLOADS PER YEAR 53
7.6 ANDROID-FIRST STRATEGY 53
7.7 APP REVENUE GENERATION 54
7.7.1 Mobile Apps Winners 54
7.7.2 Mobile App Losers 55
7.8 MAKING MONEY WITH APPS 56
7.9 APP STORE EXPANSION 58
7.9.1 Largest App Stores 59
7.9.2 Best App Stores 59
7.10 MOST POPULAR APPS 60
7.11 MOST USED APPS 61
7.12 FAILED APP DEPLOYMENTS 62
7.13 MOBILE APP SUBSTITUTION FOR MOBILE WEBSITE 62
7.14 BBUSINESSES USE OF ENTERPRISE (PRIVATE) APP STORES 63

8.0 MOBILE APPLICATION FORECASTS 2013 - 2018 64
8.1 GLOBAL MOBILE APP REVENUE BY APP STORE 2013 - 2018 64
8.2 GLOBAL MOBILE APP REVENUE BY BUSINESS MODEL 2013 - 2018 66
9.0 CONCLUSIONS AND RECOMMENDATIONS 68

10.0 APPENDICES 71
10.1 LTE TECHNOLOGY AND ARCHITECTURE 71
10.1.1 LTE Technology 71
10.1.1.1 FDD LTE 73
10.1.1.2 TDD LTE (TD-LTE) 73
10.1.2 LTE Advanced 74
10.1.3 LTE Infrastructure Elements and Architecture 75
10.1.3.1 LTE E-UTRAN 76
10.1.3.2 LTE Remote Radio Heads 77
10.1.3.3 LTE Base Station 77
10.1.3.4 LTE Femtocells 78
10.1.3.5 LTE Antenna Schemes 80
10.1.3.6 LTE RAN Infrastructure and Frequency Reuse 81
10.1.3.7 LTE EPC Infrastructure Elements 81
10.1.3.8 Serving and Packet Gateway 82
10.1.3.9 Mobility Management Entity 84
10.1.3.10 Policy and Charging Rules Function 84
10.1.3.11 IP Multimedia Subsystem 85
10.1.3.12 EPC and Core Network Equipment Reuse in LTE 85
10.2 LTE ARCHITECTURE DETAILS 86
10.2.1 Service Architecture 87
10.2.2 Layer 2 of LTE 88
10.2.3 Downlink Logical 89
10.2.4 Uplink Logical 90
10.2.5 Mobility Across eNBs 91
10.3 IP MULTIMEDIA SUBSYSTEM (IMS 93
10.3.1 IMS Planes 93
10.3.2 IMS Network Elements 94
10.4 SERVICE CENTRALIZED AND CONTINUITY APPLICATION SERVER (SCC) 96

List of Tables


TABLE 1 - USERS OF MOBILE APPS GLOBALLY BY REGION 2012-2017 51
TABLE 2 - ACTIVITIES PERFORMED BY SMARTPHONE USERS 52
TABLE 3 - NUMBER OF APPS RESPONSIBLE FOR SIGNIFICANT REVENUE AT APPLE APP STORE AND GOOGLE PLAY 55
TABLE 4 - REVENUE DISTRIBUTION BY PLATFORM 56
TABLE 5 - DOWNLOADS OF MOBILE APPS FROM ALL STORES GLOBALLY, 2010-2016 58
TABLE 6 - NUMBER OF APPS DOWNLOADED AND USED ONLY ONCE 62
TABLE 7 - GLOBAL MOBILE APP REVENUE BY APP STORE 2013 - 2018 66
TABLE 8 - GLOBAL MOBILE APP REVENUE BY BUSINESS MODEL 2013 - 2018 67

List of Figures


FIGURE 1 - MOBILE SOPHISTICATION 12
FIGURE 2 - DESCRIPTION ABOUT THE MOBILE DATA APPLICATIONS AND USERS 13
FIGURE 3 - AREA WISE SPEED NETWORK OF MOBILE INTERNET CONNECTION 13
FIGURE 4 - MEDICAL REQUIREMENTS 15
FIGURE 5 - TOP COUNTRIES USING MOBILE TRAVEL APPLICATIONS 15
FIGURE 7 - OUTLOOK FOR MOBILE APPLICATIONS 25
FIGURE 8 - SMARTPHONE DATA LEGEND 40
FIGURE 8 – GLOBAL MOBILE APP REVENUE BY APP STORE 65
FIGURE 9 – GLOBAL MOBILE APP REVENUE BY BUSINESS MODEL 67
FIGURE 10: LTE E-UTRAN INFRASTRUCTURE NETWORK ELEMENTS 76
FIGURE 11: LTE EPC INFRASTRUCTURE NETWORK ELEMENTS 82
FIGURE 12: UNDERSTANDING LTE NETWORK ELEMENTS AND CHANNELS 88
FIGURE 13: IMS PLANES 93
FIGURE 14: IMS MODEL 95
FIGURE 15: SERVICE CENTRALIZED AND CONTINUITY APPLICATION SERVER 96

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