App stores to improve stickiness by adding social to gameplay

Juniper report predicts explosion in number of apps downloaded

App stores will try to improve stickiness by adding social networking functions to mobile games, according to a new report from Juniper Research. Consequently, the majority of annual downloads will be in the games category, with at least 40 per cent of downloads arising from this area. However, it will become increasingly difficult for app developers to monetise their creations. Juniper says that only five per cent of apps will be paid for at the point of download in 2017, down from 6.1 per cent in 2013. Mobile Network Operators (MNOs) will look to direct operator billing as a means of deriving revenues from the app stores.

Juniper says that the recently announced Google Play Game services is setting the trend for mobile gameplay.

Not only does it allow for real-time multiplayer games and leader boards across the Android platform, it also includes iOS and web players.

Carrier [operator] billing has become an increasingly viable option for MNOs who want to see a share of app store revenues, and also for app stores who want to distribute their content to unbanked consumers,” commented report author Siân Rowlands.

She continued, “However, MNOs must realise they won’t see as great a revenue share as they did during the pre-app store era.”

The report entitled ‘Future App Stores: Discovery, Monetisation & Ecosystem Analysis 2013 – 2018‘  has forecast that in 2017, over 160 billion apps will be downloaded globally onto consumer handsets and tablets.

This represents a sharp increase, from 80 billion in 2013 and is a result of many consumers in developing markets such as India upgrading from featurephones to smartphones.

It also reflects a growing number of apps downloaded at no upfront cost.

A free whitepaper – Future App Stores ~ Appsolutely Fabulous, is available to download from here.

About Hans Cett

Hans Cett is an established freelance author and consultant specialising in the mobile communications industry. He also writes for Countdown2MWC -
This article was published in App stores, Games, India and Asia Pacific, Mobile Operators, Mobile Stats, Social Networking, mobile developers and tagged , , , , . Bookmark the permalink.

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