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Mobile Apps in 2012: Key Trends

Mobile Apps are Evolving…• Mobile app stores enter their fourth year of existence!• Mobile devices are smarter than ever• Consumer expectations are rising• Apps are becoming more complex, more exciting and more user-centric

Key Trend 1: Context-aware Services

• Location-based services (LBS) became mainstream in 2011: more than 49% of mobile users have used their smartphones as local search and shopping devices*

• LBS signal a wider trend of providing intelligent and highly customised services to users

• We expect a whole array of apps that offer users much more than mere geo-location specific services

• A few examples… User profile changes based on inputs other than geo-location

*Nielsen, Q3 2001 State of Mobile Report

Key Trend 2: NFC-enabled apps

• NFC allows a mobile device to retrieve data from another device or NFC tag at close range

• NFC technology does not just mean mobile payments and supports a wide range of interesting usages

• A few examples… Electronic key fobs Touristic NFC tags Treasure hunt games around NFC tags

Key Trend 3: Mobile Social Networking Apps• 60% of mobile internet usage is spent on social networking*

•Currently most mobile access to social networks happens through mobile browsers and few native mobile social networks

• We expect social networking to turn truly mobile• A few examples…

Social network aggregation apps Faster and easier sharing apps Mobile social gaming apps

• Nielsen, Q3 2001 State of Mobile Report

Key Trend 4: Healthcare apps• Perhaps the most exciting type of mobile apps•Mobile devices enable a multitude of medical uses•A few examples…Real-time patient monitoring appsElectronic health records appsPhysical activity tracking apps

•Likely to see more healthcare app development and wider user adoption this year

Key Trend 5: Enterprise Apps

•There is a huge and rapidly growing market out there for enterprise apps

•Enterprise specific apps can provide time and cost-saving solutions for businesses:•A few examples…Business intelligence appsMessaging and video conferencing appsTrading systems

•We anticipate sustained growth of the enterprise app market and greater adoption of firewalled corporate apps

Key Trendsin App Marketing

Key Trend 6: In-app Purchasing

• In-app purchasing remains the preferred monetisation model

•

*Source: Verizon, VDC Conference 2011

Key Trend 7: Revenue

• Global revenue to reach $18 Billion in 2012•In the Asian markets, the proportion of revenue is growing

• iOS still makes 3 times more revenue than Android

Key Trend 8: Fastest Growing App Markets• China has the most mobile users in the world – 950 MM• China is the second largest app economy after the US

Key Trend 9: Mobile Games

• Likely to remain the most popular app category

• Most revenue to be made

Source: Distimo

• Most competition in category

Source: Flurry

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