Mobile app downloads to double by 2016
MOBILE| April 26, 2012, 10:32 a.m.
Juniper Research has found that consumer app downloads to mobile devices are expected to reach more than 66 billion per annum by 2016, more than double the 31 billion that occurred in 2011.
The report found that the overwhelming majority of apps - 87% -- will be downloaded free of charge throughout the forecast period, but publisher revenues will increasingly be derived from post-download opportunities such as content subscriptions and virtual item sales. Growth will continue to be driven primarily by smartphones, although by 2016 nearly one in four downloads will occur on a tablet.
The new report, ‘Mobile Apps Stores: Future Business Models & Ecosystem Analysis 2012-2016', also emphasised the role that apps are playing as part of a brand customer acquisition and retention strategy.
ccording to report author Dr Windsor Holden: "Consumers are now demanding 24/7 access to services - retail, financial, information, entertainment - wherever they are. As a result, brands that wish to remain competitive have turned to apps as part of an integrated multichannel distribution system: they have become a critical mechanism to increase engagement and reduce churn."
However, the report also noted that within an increasingly congested app space, content publishers need to derive far more information about consumer usage patterns from their delivery partners, thereby enabling them to optimise billing on current and future propositions. With this in mind, the report called for publishers to partner with players in the payments space that can offer real-time reporting and analysis of user behaviour patterns prior to - and post - the point of billing.
The report added that games will continue to be the most popular consumer app category throughout the forecast period, followed by Multimedia.
MORE MOBILE NEWS
Ericsson Mobility Report: 5G mobile subscriptions to hit 150 million by 2021The latest edition of the Ericsson Mobility Report provides insight into the future of 5G networks, including a forecast of 150 million 5G mobile subscriptions by 2021. Read More
Yes Mobile partners AXAMansard on free phone, computer insuranceYes Mobile, a Nigerian mobile phone retailer, has partnered AXAMansard Insurance Plc to offer insurance on all phones and computers bought from any of its outlets. Read More
BlackBerry enhances enterprise software platformBlackBerry Limited has announced several updates to its enterprise software portfolio that define new levels of productivity, set new standards for secure communication and enable seamless access to data and applications behind the firewall or in the cloud. Read More
Airtel takes Platinum spot sponsorship ahead of Pope’s visit to KenyaBharti Airtel has partnered with the Catholic Church as a platinum sponsor for the upcoming historic visit of Pope Francis to Kenya. Read More
MTN now offers dual-SIM high end smartphoneMTN for the first time will be offering a high-end dual-SIM smartphone to cater for an increasing number of customers who have multiple SIM cards. Read More
Airtel Ghana appoints new Head of Corporate CommunicationsAirtel Ghana has announced the appointment of Richard Ahiagble as the company’s Head of Corporate Communications. Read More
MTN Business now offers wholesale multi-tiered service offering to allMTN Business has given further weight to its intentions of supporting open access fibre networks by announcing a multi-tier model that leverages off MTN’s fibre infrastructure and applies equally to enterprise end-users, households, and SME users. Read More
Tigo Rwanda offers customers 4G internet on all enabled smartphonesTigo Rwanda has announced the launch of 4G internet services accessible on all enabled smartphones. Read More
MTN Cameroon launches fight against SIM box fraudMTN Cameroon has hosted a summit aimed at kick-starting a crackdown on SIM box fraud, which costs telcos millions in lost revenue annually. Read More
FEATURED STORYeCommerce in Africa urged to take advantage of mobile
The Executive Chairman of Alltel has urged operators of eCommerce in Ghana and Africa as a whole to take advantage of the current trend for Africans to trade online via their mobile handsets.
BEST READ NEWS
IN DEPTHNigeria needs $25b investment in broadband, says Wood
Telecoms executive Adrian Wood speaks to Kokumo Goodie about investment potential in Nigeria.