Google’s Android will dominate total mobile phone apps
downloads in Asia Pacific as compared with Apple’s iPhone. Android will take a
significant lead in AP, with 1.8 billion downloads compared to Apple’s 1.5
billion. Last year the two top players reached downloads of 244 million
and 424 million in AP respectively, according to Ovum.
Android’s dominance in this area will soar over the next
few years, and by 2016 there will be almost double the total number of Android
phone application downloads compared to iPhone in AP, with 6.07 billion and 3.4
billion respectively.
Other shifts include the rise of the Windows Phone
operating system, which will overtake BlackBerry for third place in both total
number of downloads and revenues by 2015.
The huge lead in downloads that Android will take on
Apple is being driven by the growth of the platform as a result of its
increasing popularity and progress into lower price points. But although
Android phones will lead on total download numbers, iPhone will continue to
dominate the AP market in terms of revenues from paid-for apps, reaching US$808
million in 2016, compared to $394 million for Android,” said Nick Dillon,
devices analyst, Ovum.
Asia Pacific revenues from paid-for mobile phone apps
will hit $871 million in 2011, compared to $302 million the market achieved in
2010. Ovum finds that the market will go on to achieve revenues of $2.2 billion
in 2016.
Mobile phone application downloads will reach 14 billion
in 2016 in AP.
Consumers’ seemingly insatiable demand for mobile
applications is set to continue this year, with downloads from app stores
increasing around the world. The outlook for the longer term is also positive,
with consumers set to continue to use apps to add new features to their phones
and to access their favorite services on the go,” Dillon added.
More affluent segment in emerging markets, are now
familiar with applications. As consumer exposure to applications accelerates so
do expectations of what applications can deliver.
There is less tolerance for second-rate applications and
this is making consumers increasingly more selective and discerning. This will
affect the number of downloads going forward and also how much, if anything,
they will be prepared to pay for applications,” said Eden Zoller, consumer
telecoms principal analyst, Ovum.
Charging top-end premiums for smartphone apps is becoming
increasingly difficult. The majority of paid-for apps are in a commodity
pricing zone and those capable of pushing above the $5 mark are in the
minority.
App-savvy consumers are less willing to pay a high
premium for anything but -must have’ apps. The challenge here is what is
considered -must have’, as this varies by customer segment and the individual.
However, good candidates are utility apps that bring increased productivity and
convenience, or those that are deemed cool, fashionable and fun, such as the
release of a long-awaited blockbuster game.
By Telecomlead.com Team
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