MNO App Stores
2012.10.25   |   24 pages   |   New Services & Technologies


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Since the beginning of this century, developers have been writing and selling software for mobile devices. Channels to market and the fortunes of the players in the apps ecosystem have changed for a number of reasons: major gains for some players; mixed outlooks for many; the appearance of new and credible competitors, and the demise of others.

Mobile network operators have demonstrated a mixed track record in engaging the developer community in a lasting and mutually beneficial way. By addressing customers through the app stores on their devices, vendors like Apple and Google were able to engage developers directly. A high-profile MNO-led app stores platform initiative foundered, and major MNO groups have decided to abandon their own app store programs as vendors' app stores meet customers' and developers' wants and needs.

This report builds on the findings presented in App Stores: MNO Market Development Strategies (July 2011), adding coverage of the key developments in the app stores arena over the previous year and the changing nature of MNOs' relationships with app stores and the developer community that supports them. The report concludes with observations for MNOs' future role in the app stores ecosystem, with guidance on traps to be avoided and some app store opportunities that MNOs are very well positioned to address.

Keywords: Amazon Apps, HTML5, MNO App Stores, Android Apps, App Developers, Apple Apps, Web Apps,

Table of Contents
1 Overview 1
2 Introduction 2
2.1 Background to the Report 2
2.2 Report Content 3
2.3 Currency and Conversions 3
2.4 Further Questions and Feedback 3
3 Developments & Trends 4
3.1 Apple's App Store Dominates by Revenue, Customer-Awareness and Developer Engagement 4
3.2 Android Market Becomes Google Play Store 5
3.3 Amazon Enters the Market 6
3.3.1 Free App of the Day 9
3.4 Facebook App Center 10
3.5 HTML5, Web Apps and Cross-Platform Tools 12
3.6 RIM, Microsoft and Nokia's App Stores 13
3.7 Current Breadth of App Stores 15
4 MNOs, App Stores & Developers 17
4.1 App Stores' Fortunes Closely Tied to Handset Platforms' Sales and Market Shares 17
4.2 Demise of Wholesale Applications Community (WAC) 19
4.3 Vodafone Closes AppSelect Android App Store 20
5 Summary & Recommendations 22
5.1 MNOs Have Consistently Failed to Engage the Developer Community 22
5.2 MNOs Have Lost the Race to Own the App Store for Consumers 22
5.3 There is Scope for Developing Market MNOs to Develop Successful App Stores 23
5.4 If You Can't Beat Consumer App Stores - Join Them 23
  Appendix - Feedback Questions 25

Our Clients

A valuable program, differentiated by its best practice case study approach. Many external providers supply regular updates on MNO KPIs, but it's how operators are approaching these issues we want to know about Orange Group
Mobile Market Development 2015