Mobile Application Stores Project Report for “eCommerce Technology

and Applications”

Submitted by:

eJains

Nihit Jain (06AG3802)

Prateek Kumar Jain (06AG3806)

| 1 P a g e

Table of Contents Introduction ............................................................................................................................................ 2

Background ............................................................................................................................................. 2

Smart Phones .......................................................................................................................................... 3

Mobile Operating system market ........................................................................................................... 4

Android operating system ............................................................................................................... 4

iPhone OS ........................................................................................................................................ 5

Palm ................................................................................................................................................ 5

Blackberry ....................................................................................................................................... 5

Windows Phone 7 series ................................................................................................................. 5

Symbian ........................................................................................................................................... 6

Revenue Model of mobile applications .................................................................................................. 7

Mobile Application Stores ....................................................................................................................... 8

Revenue model of Application Stores ..................................................................................................... 8

Major Application Stores ........................................................................................................................ 9

Android Market ............................................................................................................................... 9

Apple’s App Store .......................................................................................................................... 10

GetJar ............................................................................................................................................ 11

BlackBerry App World ................................................................................................................... 11

Nokia OVI store ............................................................................................................................. 13

PEST Analysis ......................................................................................................................................... 13

Porter’s Five Forces Analysis ................................................................................................................. 14

Industry Rivalry (Moderate) .......................................................................................................... 14

Threat of New Entrants: (Moderate high) .................................................................................... 15

Threat of Substitutes (Low) ........................................................................................................... 15

Buyer’s Power (Moderate) ............................................................................................................ 15

Supplier’s Power (Moderate) ........................................................................................................ 15

Conclusion ............................................................................................................................................. 15

References ............................................................................................................................................ 17

List of Figures ........................................................................................................................................ 18

List of Tables ......................................................................................................................................... 18

| 2 P a g e

Introduction

Mobile applications are changing the world faster than we can imagine. They are equivalent

to software for Operating System in our computers. Adding functionality to the mobile, they

are transforming the lives of the people in so many different ways, be it games, business

applications, personal planning, mobile commerce, entertainment, and many more. Mobile

Applications, more famously known as “Apps” have the potential to generate huge revenues,

through taking a price for these apps or by using these apps for advertisement purposes.

These Apps are sold in virtual markets, in general which are known as Application stores. At

present, there are more than 118 application stores according to WIP App Store Catalogue

(the leading resource listing app stores for mobile developers). The growth of this market can

be seen by the growth of the number of application stores which have more than doubled in

the last 12 months and the growth of the revenue which is expected to grow five folds in the

next 3 years.

Before coming to the application stores, it is important to understand the applications’ market

and mobile OS market which are very tightly linked with the application store industry.

Hence, our first part of the report deals with the Mobile OS industry and App industry. The

next sections are an analysis of the app store industry, its profitability, opportunities and

challenges. Using Porter’s five forces analysis and PEST analysis, the attractiveness of the

industry has been analysed.

Background

The developments in mobile handset technology and use of mobile devices by consumers

have made mobile application market consumer-oriented, global in scope and device-

dependent. The rollout of 3G and 4G mobile services vastly increases the data transfer rate

and therefore the variety of services that can be provided on a mobile device. New

technologies permit mobile phones to be used as payment devices not only for virtual but also

real-world shopping. This has caused a lot of changes, with mobile commerce being one of

the major areas of growth. The size of the market is expected to increase exponentially

because of network externalities.

New services, such as mobile digital television, location-based services and integrated

financial services, are being offered by many market players. Due to all these factors,

research companies see mobile commerce developing significantly in the future.

One of the major commerce would be of the application which increases in the functionality

of the mobile phones to those areas which were never thought of before. Now, developers

other than the cell phone provider started working to develop applications to improve the

functionality of the phones. This led to various types of applications being developed, and

uses of mobile phones developed in so many areas which were never thought of before.

| 3 P a g e

Figure 1: Mobile Application Categories

Smart Phones

It is due to the development of smart phones that the mobile application industry has grown.

Applications can only be installed on a smart phone and cannot be used on a simple phone.

This is the reason why it is called a smart phone, because of its capability to install other

applications which increases the functions which can be performed by a phone to an

unprecedented extent.

Smart phone has a very little penetration (8%) now, but as the prices are decreasing and

functionality increasing, the smart phone sales are expected to grow at a very fast rate. The

predicted sales of smart phones are given in Figure 2.

The increase in use of smart phones is expected to increase the market of mobile applications.

Also, as mobile application use becomes common, mobile application use per user would

also increase, thus increasing the mobile app market to a greater extent.

Mobile applications categories:

Games

Social Networking

Books

Entertainment

Business and Finance

Lifestyle

Productivity

Travel

Navigation

Utilities

Others

| 4 P a g e

Figure 2: Smart phone shipments from 2008-2010 and predictions for 2011-2013

The applications are developed for a mobile operating system. There are many different

mobile operating system available, and it is usually the mobile handset provider who decides

which mobile operating system to use. Many of the mobile device manufacturers developed

their own operating system, or acquired companies which sold mobile operating systems. But

there have been some operating systems which are open and anyone mobile handset

manufacturer can use them. This has given flexibility of new mobile handset manufacturers

as their cost to buy the mobile platform reduces.

Mobile Operating system market

While the size, features, and price determines what mobile device or smartphone users opt

for, the operating system (the piece of software that controls everything from what you see on

display to the communications) remains a very important factor that the mobile device user

must consider before making a purchase. There are numerous types of mobile operating

systems. The top ones are Palm, Google Android, Blackberry, Symbian, Windows Phone 7

series, and the iPhone OS (which is a mobile version of Mac OSX).

Android operating system

Android is the second most popular smartphone platform. This operating system runs on

| 5 P a g e

several smartphones, particularly the Google Nexus One Smartphone which became available

in January 2010 and is being manufactured by the Taiwanese company, HTC. With the Robot

logo, android was originally manufactured by a company called Android Corporation which

Google bought in July 2005. In November 2007, the Open Handset Alliance, which is made

up of over 50 software and hardware manufacturers, was inaugurated with the aim of

developing a better open standard for mobile devices. The Open Handset Alliance is made up

of Sony Ericsson, Samsung, LG, Vodafone Group, Nvidia, Motorola, Intel, Google, Toshiba,

HTC, and many more.

Google Android is powered by the Linux Kernel. Android has since undergone a lot of

changes to fix bugs and add new features. Android OS looks great to the eye. Also, features

such as multi-touch and the ability to support a far greater number of media formats than any

other Mobile OS makes it irresistible for consumers and hardware manufacturers alike.

iPhone OS

iPhone OS, manufactured by Apple Inc., is the mobile phone version of Mac OSX. One

unique feature that makes iPhone OS stand out is that all the interaction with the phone can

be conducted through the touch screen. iPhone OS comes with several applications, both

third party and included applications. One setback of iPhone OS is in the area of Multi Media

Messaging (MMS) : one can only view MMS messages on a web application.

Palm

The palm OS is a mobile operating system that was designed by Palm, Inc., in 1996. It was

initially designed for PDAs, however, later versions have been designed for smartphones and

other mobile devices. It offers a unique touchscreen that is easy to use.

Blackberry

Blackberry is no doubt the most popular smartphone of the corporate world. Like some other

mobile OS's, it has popular features that include a built-in keyboard and a thumbwheel

control that is easy to use. It can synchronize well with your PC. With Blackberry OS, email

messages automatically appear on the screen as you receive them instead of having to open

them manually. There are thousands of third-party applications available for Blackberry. One

bad side is that it limits one to viewing MS Office documents only.

Windows Phone 7 series

Microsoft is wrestling to remain relevant in the world of mobile operating systems which is

why they had to abandon Windows Mobile for a completely New Windows Operating system

for PDAs and Smartphones. Windows Mobile is dead but WP7 would only be widely

| 6 P a g e

available before the end of 2010. It has almost everything you can ever ask for in a

smartphone. However, no current Windows Mobile software can run on WP7.

Symbian

Symbian is a mobile OS that is very popular outside the United States. Symbian is an

operating system for smartphones and mobile devices designed by Symbian Ltd. Nokia

acquired Symbian Software Limited in 2008. Symbian OS was made available in 2010 as

open source software. Devices running on Symbian OS make up the largest percentage of

smartphone sales worldwide

Figure 3: Market share of major OS from 2007 – 2010

The trend of the market can be seen from figure 3. The Symbian OS, which was once the

market leader in Mobile OS market by a huge margin, is getting a very tough competition

from other companies. Apple’s iOS, which comes with iPhone, is also holding a major share

in the market and has already surpassed RIM. Google’s Android is the fastest growing mobile

platform. Started in 2008, it is already eating away the market share of Symbian and other

mobile OS, and is the second largest OS provider. The speed with which it is growing, it is

expected to become the market leader. Also, as of March 2011, Nokia has announced to leave

its Symbian OS and use Microsoft’s Mobile OS version of Windows 7.

All the mobile platforms / Mobile OS do not provide the same capability for a developer to

develop applications. This is the reason why one application will not work in another

operating system. So a developer has to develop an application for a particular OS. It

| 7 P a g e

becomes a tendency for the developers to develop applications for only those OS which are

much more widespread in the industry.

A summary of the supported platforms and development environment of the mobile OS is

given below.

Figure 4: Supported environment in major Operating Systems

Revenue Model of mobile applications

The developers of mobile application use one or more of the following three revenue models:

1. Free Apps

2. Paid Apps

3. Ad-supported Apps

Free Apps are generally very simple. The developers do not feel that they would be sold if a

price is charged for it. This is usually done for publicity of other apps or products which the

same developer has developed.

Paid Apps are the ones which are sold for a price to the customers. This is a revenue source

for the developers. Another revenue source is the advertisement revenue. This model or

| 8 P a g e

revenue works by placing an advertisement in the app, so whenever a user clicks on the add,

the app developer would earn some revenue.

Mobile Application Stores

These are the online portals on which applications can be searched, downloaded for free or

bought. The application stores are generally categorized into two types:

1. Native or on deck - operators, mobile device manufacturers, and Operating System

(OS) developers managed. These app stores have applications only for the particular

operating system they promote.

2. Third party or off deck- independent or third-party managed. These app stores have

all types of applications and are open for all app developer to put their application for

sale. The benefits of these app stores are that they are neutral to the operating system

used or the developer.

The app store provides some services to the app developer which he / she cannot

independently develop easily.

The application store gives the developers a platform for publishing their application.

The store provides a billing service, which is safe and secure, so that the developers

have to concentrate only on developing the app.

Rating and review system of app from the users creates a good platform to compare

different apps, also promoting those apps which are better than the others.

People would go to a store which has more number of apps to buy or search an app

rather than going to the website of a particular developer.

Revenue model of Application Stores

The revenue for the app stores comes from two sources, a cut of each paid app sold and a

fixed fee for putting up the app on that store. The usual cut for the paid app is 70:30 (70%

goes to the developer, 30% is kept with the app store). The fixed fee which the app store

takes from the developer varies a lot from app store to app store.

Table 1 is a list of major native app stores and their characteristics. Table 2 is a list of Third

part app stores.

| 9 P a g e

Name Established Owner Available

apps

Device

platform

Developer's

cut per sale

Developer

fees

Android

Market

October 22,

2008 Google

300,000

(Mar

2011)

Android 70% US$25

App

Catalog

June 6,

2009 Palm/HP

6,405

(Mar

2011)

webOS 70% Free

App Store July 10,

2008 Apple

350,000

(Jan 2011) iOS 70% US$99/year

App World April 1,

2009 RIM

16,121

(Dec

2010)

BlackBerry OS 70%

US$200/10

application

submissions

Ovi Store May 26,

2009 Nokia

43,535

(Oct 2010)

Multiple

(Symbian, Java,

Maemo)

70%

1 €

(plus

possible

certification

costs)

Windows

Phone

Marketplace

October 21,

2010 Microsoft

12,023

(Mar 29

2011)

Windows

Phone 7 70%

US$99/100

application

submissions

Table 1: Major Native / On-deck Application Stores

Major Application Stores

Android Market

Android Market is an online software store developed by Google for Android devices. An

application program called "Market" is preinstalled on most Android devices and allows

users to browse and download apps published by third-party developers, hosted on Android

Market. Users can also search for and read detailed information about apps from the Android

Market website. The Android Market only has apps which can be used on Android phones.

| 10 P a g e

Figure 5: Growth of Revenue of Android Market

Android Market was started on 22nd

October, 2008. Since its inception, it has grown at a very

high speed. Today, there are about 300,000 apps on Android market which is second only to

Apple’s App Store. The growth rate of revenue of Android market has been the highest

among all the app stores. Apart from taking a share of 30% of the revenue of developers

through selling of Apps, google charges its developers a onetime fees of $25 to start

publishing apps.

Apple’s App Store

The Apple App Store is preinstalled on Apple's iOS (carried on the iPhone, iPod Touch, iPad

and Mac), which allows users to browse and download applications from the iTunes Store

that were developed with the iOS SDK or Mac SDK and published through Apple.

Depending on the application, they are available either for free or at a cost. The applications

can be downloaded directly to a target device, or downloaded onto a PC or Mac via iTunes.

30% of revenue from the store go to Apple, and 70% go to the producer of the app. The App

Store opened on July 10, 2008 via an update to iTunes. On July 11, the iPhone 3G was

launched and came pre-loaded with iOS 2.0.1 with App Store support; new iOS 2.0.1

firmware for iPhone and iPod Touch was also made available via iTunes. As of October 20,

2010, there are at least 300,000 third-party apps officially available on the App Store. As of

January 18, 2011, the App Store had over 9.9 billion downloads, which was announced via

the company's "10 Billion App Countdown". At 10:26 AM GMT on Saturday, January 22,

2011, the 10 billionth app was downloaded from Apple App Store. The median revenue per

application is estimated to be $8,700, although data is not publicly available.

| 11 P a g e

The App Store is accessible from the iPhone, iPod Touch and iPad via an iOS application by

the same name. It is also the only way to directly download native applications onto an iOS

device without voiding the warranty. Web applications can be installed on these devices,

bypassing the App Store entirely, but they tend to have less functionality. The store is also

accessible through iTunes, and then on any operating system for which iTunes is provided.

GetJar

GetJar is an independent mobile phone application store founded in 2004. The company

provides more than 75,000 mobile applications across major handset platforms including Java

ME, BlackBerry, Symbian, Windows Mobile and Android, reaching more than 15 million

consumers. GetJar allows software developers to upload their applications for free through a

developer portal. About 300,000 software developers have used this service resulting in over

1.05 billion downloads. The rate is currently at 3 million downloads per day.

Getjar gets its revenue not only from a share of the paid apps, but also from the promotion of

application by the developers. GetJar generates it’s major share of revenue from a 'pay-per-

download' system, where developers bid for ad slots on the store in order to get premium

visibility, paying GetJar when downloads are made. The developers can promote their apps

on the Getjar website, which will show the apps in a featured section. This way, the

developers can hope to sell more app and earn more profit.

The major difference between the working of Getjar and Android market or Apple’s App

store is that Getjar has applications which could be run on all platforms. Getjar is the biggest

independent mobile phone application store. The company is backed by venture capital fund

Accel Partners, and closed its US$11 million Series B funding round in June 2010 – at this

time, it was said that the company had “maintained its profitability despite a challenging

economic environment.”

BlackBerry App World

BlackBerry App World is an application distribution service and application by Research In

Motion (RIM) for a majority of BlackBerry devices. The service provides BlackBerry users

with an environment to browse, download, and update third-party applications. The service

went live on April 1, 2009. As of September 9, 2010 - BlackBerry App World is available in

70 countries and accepts payment in all 70 using a combination of PayPal, credit card, and

carrier billing. Applications are both free and paid from $0.99-$999.99 USD in the U.S.

Developers pay a $200 USD fee (Per every 10 Apps, see Section 10 d of the FAQ) to

participate in the program.

| 12 P a g e

Name Established Organization

s

Available

apps Device platform

Developer'

s cut per

sale

Developer

fees

Amazon

Appstore March 2011

Amazon.co

m

3,800

(March

2011)

Android 70% US$99/yea

r

AppsLib August

2009

AppsLib,

Archos

445

(October

20, 09)

Android 70% Free

MobileRated 2006

Kalador

Entertainme

nt

55,000

(Decembe

r 2010)

Multiple

Android, BlackBer

ry OS, Java

N/A Free

Handango 2000 PocketGear 190,000

Multiple

Android, BlackBer

ry OS, Java, Palm

OS,PSP, Symbian,

Windows Mobile

≈42% Free

explorePDA 2004 explorePDA 1,500

Multiple

Android, BlackBer

ryOS, iOS, Java, P

alm OS, Symbian,

webOS, Windows

Mobile

75% Free

MobiHand 2004 MobiHand,

Inc.

5,000

(June 3,

2009)

Blackberry, Palm,

Symbian, Windows

Mobile

and Android

60-80% Free

PocketGear 1999 PocketGear

140,000

(June

2010)

Multiple

Android, BlackBer

ry OS, Java, Palm

OS, Symbian,

Windows Mobile

≈55% Free

SlideME April 2008 SlideME

1,860

(July 21,

2010)

Android ≈95% Free

Table 2: Major Off Deck Application Stores

| 13 P a g e

Nokia OVI store

Ovi by Nokia is the brand for Nokia's Internet services. The Ovi services can be used from a

mobile device, computer (through Nokia Ovi Suite) or via the web (Ovi.com). Nokia focuses

on five key service areas: Games, Maps, Media, Messaging and Music. Nokia's aim with Ovi

is to include third party developers, such as operators and third-party services like Yahoo's

Flickr photo site. With the announcement of Ovi Maps Player API, Nokia has started to

evolve their services into a platform, enabling third-parties to make use of Nokia's Ovi

services. It has some significance in that Nokia is moving deeper into the world of Internet

services, where head-on competition with Microsoft, Google and Apple is inevitable. Ovi is

the Finnish word for "door". As of April 2011 there were exactly 5.0 million downloads

every day, also 158 developers reached over 1 million downloads for their Applications.

Many big companies have also decided to open app stores. Amazon is one such example who

has recently open its own app store.

Table 3: Global Mobile Applications Store Ranking in 2010 and 2009

PEST Analysis

The Application industry and Application store industry, both are at a nascent stage.

Everything in this industry is on the web, or mobile phones. Unless and until, the app

breaches any privacy, there are not many political factors affecting this industry.

The industry has grown at a very fast rate over the past year. It is estimated that the growth

would even increase for the coming few years due to various reasons such as increase in the

selling of smart phones and more use of apps. Also the demand is consolidating in the

industry. The total earnings in the application Industry in 2010 was about $ 4 billion, which is

expected to grow to $27 billion.

The social environment is also changing, which is promoting the use of apps. There is a huge

shift to mobile based gaming, shopping and banking. Other than this, mobile is becoming a

| 14 P a g e

more functional and useful tool in our life than any other device. The functionality of mobiles

is increased by apps, due to which the app market is expected to benefit.

Figure 6: PEST Analysis

There are various technological reasons which are promoting the use of mobile and apps. The

better technology for communication in the form of 3G and 4G is facilitating a much greater

wireless internet speed. This makes the use of mobile commerce much easier and affordable.

Also, with the introduction of sophisticated hardware like tablet-PCs, the sales of apps are

expected to increase even further.

But some technological changes are also happening which might change the way the industry

is working. Presently, the apps are OS dependent. This creates a major problem for the

developers to develop apps for all platforms as it increases their effort. There are attempts

being made to develop a platform such as a browser which can run the same app for any OS.

If such a thing is developed, then the difference between the Operating Systems for mobile

would decrease to a large extent.

Porter’s Five Forces Analysis

Industry Rivalry (Moderate)

The same apps are available at various stores. The industry is at a growing stage right now,

and not many companies have entered the market. But there are a big few companies which

are very aggressive in their marketing strategy. Hence, we have right now considered the

industry rivalry to be moderate but it is increasing day by day.

| 15 P a g e

Threat of New Entrants: (Moderate high)

The entry barrier for the new industry giants is only due to the size of the existing companies.

Otherwise, the industry is quite open as it does not require a lot of investment in the form of

money to be put in to open a app store.

Because of the attractiveness of the industry due to its growth potential, a lot of companies

has already have announced entry into the market. Hence, we have considered the threat of

new entrants to be moderately high.

Threat of Substitutes (Low)

App Stores are in the business of providing a platform to sell apps. As there are no effective

substitutes to sell apps other than app store, the threat of substitutes is considered as low.

Buyer’s Power (Moderate)

Similar kind of applications is available at a lot of app store. This increases the Buyer’s

power. But the on-deck app stores usually are closed for other platforms and they also have

the power to not to allow the consumers to buy apps from other app stores, which causes the

buyers power to decrease. Hence we have considered it to be moderate.

Supplier’s Power (Moderate)

There are many app stores for developers to sell their apps. So they do not have to dependent

on any particular app store to sell their product. But the limited number of big app store and

the business model of the native app stores is decreasing the suppliers bargaining power.

Hence, we have considered the Supplier’s power to be moderate.

Conclusion

The industry is in a growing stage. It is expected to grow at a very fast rate and is expected to

undergo a lot of change before reaching a stable position. The benefit of the industry is that it

is under very little or no regulation from the governments. Through the Porter’s five forces

analysis, we see that industry is quite attractive.

Presently the industry is dominated by on-dock app stores. But this becomes a disadvantage

for the consumers, as the app stores are biased towards their own operating system or

network. The market share of Off-dock app store is less now, but is expected to dominate the

market within a few years, as they give the benefit of being neutral towards operating systems

and might be better for the user.

| 16 P a g e

One of the major threats for the industry is challenges of the industry is the revenue system.

There is a trend in the industry to shift towards ad-based revenue model. This will decrease

the share of paid apps being sold and is a potential loss for app store owners. Big companies

like Google and Apple have already entered into the business of generating ad-revenue from

these apps, so as to be neutral to these potential losses or change in revenue stream.

The application store industry is very closely associated with the app industry and operating

system industry. The growth of the off-deck stores will decrease the dependence on the

operating system manufacturer’s app store and increase competition. But if a company wants

to survive, it cannot afford to look into the app store business alone, and has to enter into the

cloud of businesses such as application to increase its power over its suppliers, buyers and

competitors.

We would like to conclude by saying that the industry is very attractive now, and if a

company would like to enter the market, it is better to do is as fast as possible to avail the

benefit of growth of the industry. But, the existing players in the market are very strategic in

their action, who have already gone into the related business so as to capture the whole cloud

that surrounds this industry. Competing against these industry giants would be a challenge

especially in the face of the change that is awaiting the industry.

| 17 P a g e

References

“App Store Report – April 2011”. 2011. Wireless Industry Partnership.

http://www.wipconnector.com/

“Figuring Apple’s App Store’s Gross Profit”. 2010. http://news.cnet.com/8301-13579_3-

20008540-37.html

“Future of m-Commerce”. 2009. http://www.binarymantrasystems.com/ retrieved on 15th

March, 2010.

“Mobile Applications”. 2008. Mobile Marketing Association.

http://www.mmaglobal.com/mobileapplications.pdf

“Mobile Commerce”, 2007. Organization for Economic Co-operation and Development.

http://www.oecd-ilibrary.org/mobile-

commerce_5kz84nzc93g0.pdf;jsessionid=kew1wh9ima2j.delta?contentType=/ns/WorkingPa

per&itemId=/content/workingpaper/231111848550&containerItemId=/content/workingpaper

series/20716826&accessItemIds=&mimeType=application/pdf

“Our Easy Smartphone Guide”. 2010. http://www.e2save.com/ retrieved on 16th

March, 2010

“The Rise of Mobile Application Stores: Gateways to the World of Apps”. 2010. Booz & Company.

http://www.booz.com/media/uploads/The_Rise_of_Mobile_Application_Stores.pdf

Android Market. https://market.android.com/apps . Retrieved on 14th

March. 2010.

Apple App Store. http://store.apple.com/ . Retrieved on 14th March, 2010.

BlackBerry App World. http://appworld.blackberry.com/webstore/ . Retrieved on 14th March, 2010.

Getjar. http://www.getjar.com/ . Retrieved on 14th March, 2010.

Khanna, Anuj. 2010. “The Future of Mobile Application Storefronts”. Wireless Expertise.

Milanesi, Carolina. 2010. “Creating a Successful Mobile Application Store”. http://www.gartner.com/

| 18 P a g e

List of Figures

Figure 1: Mobile Application Categories………………………………………………...……3

Figure 2: Smart phone shipments from 2008-2010 and predictions for 2011-2013…………..4

Figure 3: Market share of major OS from 2007 – 2010……………………………………….6

Figure 4: Supported environment in major Operating Systems………………………….……7

Figure 5: Growth of Revenue of Android Market……………………………………………10

Figure 6: PEST Analysis……………………………………………………………………..14

List of Tables

Table 1: Major Native / On-deck Application Stores………………………………………….9

Table 2: Major Off Deck Application Stores………………………………………………...12

Table 3: Global Mobile Applications Store Ranking in 2010 and 2009………………….….13