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For B2C Marketing Professionals

The Future Of Application Stores

What To Expect When Defining Your Mobile Consumer Road Map

July 23, 2010

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Authors

  • By Thomas Husson
  • with Mark Mulligan,
  • Ian Fogg,
  • Annie E. Corbett,
  • Laura Wiramihardja

Why Read This Report

The application store market is still nascent, but it is evolving quickly. Apple reinvented the distribution of products and services on mobile phones, opening up direct-to-consumer opportunities for nontelecom companies. A plethora of new stores will try to replicate this success, adding more fragmentation to the market in the next two to three years. However, in the longer run, few will be able to offer brands and publishers the reach that they want — nor the reporting and merchandising tools that they need. Before succumbing to application hype and increasing costs by porting their services to many platforms, product strategists need to define their mobile road map. This means defining a mobile business model, anticipating technology evolution, and taking a step back before putting all their eggs in the downloadable app basket.

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Tools And Templates

Models and Calculators

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  • Despite Growing Consumer Awareness, A Minority Of Consumers Download Applications
  • European iPhone Users Download A Variety Of Apps

Table of Contents

  • A Nascent Market Is Attracting Many New Players
  • Few Stores Will Meet Consumers' And Developers' Needs
  • RECOMMENDATIONS

  • Take A Step Back Before Succumbing To Application Hype
  • Supplemental Material
  • Related Research Documents

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