モバイルプラットフォームにおけるポータブルアプリケーション（Mobile Applications and Widgets: Portable Applications on Mobile Platforms, Sixth Edition）...市場調査レポートについてご紹介

1 EXECUTIVE SUMMARY 9
2 DEFINITION OF A MOBILE APP 11
2.1 WHAT SEPARATES AN APP FROM A BUNDLED DEVICE FEATURE? 11
2.2 EXAMPLES OF CURRENT MOBILE APPS 11
3 HISTORY OF MOBILE PLATFORM PROGRAMMING 12
3.1 THE FIRST WIDGET 12
3.2 HARDWARE WIDGETS? 13
3.3 HARDWARE AND SOFTWARE EVOLUTION 14
3.3.1 Hardware evolution 15
3.3.1.1 The Smartphone revolution 18
3.3.2 Development platform evolution 18
3.3.2.1 Palm 19
3.3.2.2 WAP, WML, and HTML 20
3.3.2.3 Current Platforms 22
3.3.2.4 HTML5 Disadvantages 23
3.3.2.5 HTML5’s Fragmentation 23
3.3.2.5.1 HTML and Mini Browsers 25
3.3.2.5.2 Adobe, Flash, and SilverLight 26
3.3.2.5.3 JavaScript 26
3.3.2.5.4 AJAX 26
3.3.3 Development future 27
4 PLATFORM ARCHITECTURES 27
4.1 PLATFORM SPECIFIC DEVELOPMENT 28
4.1.1 Symbian 28
4.1.2 Windows Mobile, Windows Phone 7 29
4.1.3 Blackberry OS 30
4.1.4 iPhone OSX 32
4.1.5 Linux 34
4.1.6 Danger Hiptop, SideKick 35
4.1.7 Android 35
4.2 PORTABLE APP DEVELOPMENT 36
4.2.1 J2ME Platform 37
4.3 WEB BASED APPS 38
4.3.1 WAP/WML/XML 38
4.3.2 Web 2.0 and Social Software 38
4.3.3 HTML 39
4.3.3.1 Browser Constraints by Platform 39
5 KEY DEVELOPMENT CONCEPTS 40
5.1 SIZE CONSTRAINTS 40
5.1.1 Compact Code 40
5.1.2 Compact File Space 40
5.2 DISPLAY CONSTRAINTS 41
5.2.1 Display Sizes and Standards 41
5.2.2 Multiple Displays 42
5.3 INPUT AND CONTROLS 42
5.3.1 Input device types 42
5.3.1.1 Keypad 43
5.3.1.2 Keyboard 44
5.3.1.3 Touch Screen 44
5.3.1.4 Scroll Wheel 45
5.3.1.5 Thumb Sticks, Roller Balls, and Direction Pads. 46
5.3.2 Environmental Controls 46
5.3.2.1 Motion and Orientation Sensors 46
5.3.2.2 Light Sensors 46
5.3.2.3 Proximity Sensor 46
5.3.2.4 Gyroscope 46
5.3.2.5 Accelerometer 47
5.3.3 Peripheral Access 47
5.3.3.1 GPS onboard and off 47
5.3.3.2 Bluetooth 47
5.3.3.3 Near Field Communication and S Beam 48
5.4 NETWORK ACCESS 48
5.4.1 Connection Persistence 48
5.4.1.1 Dial on Demand 49
5.4.1.2 Always On 49
5.4.2 Connection Types and Limitations 49
5.4.2.1 Cellular Data 49
5.4.2.2 WiFi 50
5.4.2.3 LTE and High Speed Data Networks 51
5.4.2.4 Bluetooth 51
5.5 PROCESSING 51
5.5.1 Platforms and Speeds 52
5.6 WEB APP DEVELOPMENT 53
5.6.1 Limitations of Web Based Applications 54
5.7 LICENSING 54
5.7.1 License Model Table by Platform 55
5.8 FUTURE APPLICATIONS 55
5.8.1 3D APPLICATIONS 55
5.8.2 THE VR-MALL CONCEPT 56
5.8.3 VR-Mall 57
5.8.4 VR-world Module 58
5.9 AUGMENTED REALITY 59
5.9.1 Introduction 59
5.9.6 Augmented Reality Challenges 61
5.9.7 AR Applications 62
5.9.8 AR in Tourism 64
5.9.9 AR and Face Recognition 64
5.9.12 Location-based Service in AR 65
5.9.12 Conclusion 65
6 MARKETS 65
6.1 MOBILE ADVERTISING 66
6.1.1 The Advertising Double Edged Sword 67
6.1.2 Mobile Web Advertising 68
6.2 MARKET SUMMARY 69
6.2.1 Case Study RIM 75
6.2.2 Case Study Apple 76
6.2.3 Case Study Android 77
6.2.4 Case Study Car Locator Application 79
6.2.5 Case Study: Amazon App Store 81
6.2.6 Case Study Windows App Store 83
6.3 MARKET SIZING 83
6.3.1 Predicted Mobile Sales 87
6.3.2 Predicted Smart Phone Sales 88
6.3.3 Recent Market Developments as Growth Indicators 91
7 MARKET SIZING AND FORECAST 93
7.1 SMART PHONE MARKET PERFORMANCE 94
7.2 APPLICATION STORE MARKET PERFORMANCE 96
7.2.1 Appia App Store 97
7.2.2 Apple App Store Mobile Content 100
7.2.2.1 Android Marketplace Analysis 101
7.3 INDIVIDUAL APPLICATION PERFORMANCE 104
7.4 RECOMMENDATIONS FOR THE MOBILE APP MARKETPLACE 106
7.5 HOW TABLETS CAN AFFECT THE APPLICATION STORE 106
7.6 Next Generation Devices (what’s Beyond Tablet and Cell Phones..?) 107
7.6.1 Potential Applications 109
7.7 Mobile Games 112
7.7.1 Key Benefits of Cross-Platform Model 117
7.7.2 Monetizing Micro Transaction in F2P Model: Creating a Need Approach is Key 118
7.7.3 Game Balancing Method in Micro Transaction Model 118
7.7.4 Potential Risk and Solution in F2P Virtual Economy 119
7.7 Factors that affect Pricing Decision: ARPU vs. Average game price vs. Average Gamers download & Pay 121
7.7.1 PRODUCT LIFE CYCLE OF MOBILE GAME: ADOPTION OF MOORE’S LIFECYCLE MODEL 121
7.7.2 MOBILE GAME ANALYTICS APPROACH 122
7.7.3 VIRAL VS. RETENTION GAME: CONCEPTUAL FRAMEWORK FOR RETENTION FIRST 122
7.7.4 GAME LIFECYCLE KPI FRAMEWORK 124
7.7.5 CHECKLIST OF RETENTION/ENGAGEMENT METRICS 124
7.7.6 CHECKLIST OF ACQUISITION METRICS 125
7.7.7 CHECKLIST OF VIRALITY METRICS 126
7.7.8 CHECKLIST OF MONETIZATION METRICS 126
7.7.9 CUSTOM METRICS TO DERIVE ACTIONABLE INSIGHT 127
7.10 Smartphones vs. Portable Game Players 128
7.10.1 Genre Deployment Ratio (% among total Asian Countries) 2013 128
7.10.2 APAC country-wise Genre Deployment 129
7.10.3 ME country-wise Genre Deployment 130
7.10.4 CEA country-wise Genre Deployment 131
7.10.5 SA country-wise Genre Deployment 131
7.10.6 Mobile Game Developer Revenue & Preference in Asia 132
Asia vs. Global Mobile Game Developer Revenue 2012-2017 132
7.10.6 Mobile Game Developer Revenue in Asia 2012-2017 132
7.10.7 Mobile Game developers demography by Age 133
7.10.8 Day-time consumption on writing Mobile Game Apps 133
7.10.9 Game Developers Demography by Singe vs. Multiple OS Platform Preference 134
7.10.10 Developers Preference over Distribution Platform 135
7.10.11 Developers’ Belief over Brand Game for Success of a Game 135
7.10.12 Top 23 Asian Mobile Gaming Developer/Publisher Revenue vs. % contribution of Mobile Gaming 2011 136
8 SMART PHONE USER SURVEY 137
9 MARKET BREAKDOWN BY MOBILE OPERATING SYSTEM 150
9.1 RIM BLACKBERRY 150
9.2 APPLE OSX MOBILE 152
9.3 GOOGLE ANDROID 155
9.4 WINDOWS MOBILE 157
9.5 PALM WEBOS 158
9.6 EMERGING PLATFORMS 159
10 MOBILE APPLICATION EXAMPLES 161
10.1 SALESFORCE 161
10.2 DEXTERRA 162
10.3 AMERICA’S EMERGENCY NETWORK 164
11 CARRIER AND VENDOR ADAPTATIONS 165
11.1 TOPOLOGY AND NETWORK CHANGES 165
11.2 POLICY CHANGES 165
11.2.1 Open Network Movements 166
11.2.2 Billing Plan Changes 166
11.3 INFRASTRUCTURE HARDWARE CHANGES 166
11.3.1 Location Based Services 166
11.3.2 WiFi Localized Service Hosting 167
11.3.3 Network Monitoring Changes and Effects 167
11.4 HANDSET MANUFACTURER CHANGES 167
11.4.1 Integrating New Handset Features 167
11.4.2 Evolving the Handset 167
11.5 SOFTWARE CHANGES 168
11.5.1 Mobile Browser Evolution 168
11.5.2 Multiple Platform Mobile Operating Systems 168
12 THE FUTURE OF APPS 168
12.1 INNOVATIVE SOLUTIONS ON THE HORIZON 169
12.1.1 Context and Location Sensitive Applications 169
12.1.2 Pay Point Solutions 169
12.1.3 Swarm Data Mining 169
12.2 PREDICTIONS FOR THE NEXT GENERATION 170
12.2.1 Obsolescence of the Wallet 170
12.2. Convergence of Portable Devices 173
12.2.1.1 Geo Tagging Multimedia 173
12.2.1.2 Geocasting, Personal Broadcasting 174
12.2.2 Breaking the Phone Mold 174
12.2.2.1 Unlocking and Starting Your Car 174
12.2.2.2 Authentication on a Computer and Elsewhere 175
12.2.2.3 Remote Control 175
13 SUMMARY 176
14 IMAGE CREDITS 178
15 REFERENCES 183

Table 1 Example of the most successful apps 12
Table 2 Handset shipments 16
Table 3 Handsets manufacturer market share 17
Table 4 Key Global Telecom Indicators for the World Telecommunication Service Sector in 2012 17
Table 5 Software Needed for each platform 19
Table 6 Mobile/Tablet Browser share 24
Table 7 Browser Constraints by Platform 39
Table 8 License Model Table by Platform 55
Table 9 Smartphone market segment rule of SWOT 94
Table 10 Handango Sales Metrics 97
Table 11 11s Key Considerable Mobile Gaming Strategies 113
Table 12 26 Mobile Gaming Business Model Descriptions 115
Table 13 Revenue sources vs. cost items as per eco system player affecting business model 117
Table 14 Game Balancing Methods in Virtual Economy 118
Table 15 Potential risk & solution in F2P virtual economy 119
Table 16 ME Country Mobile Game Genre Deployment Chart 2013 130
Table 17 CEA Country Mobile Game Genre Deployment Chart 2012 131
Table 18 CEA Country Mobile Game Genre Deployment Chart 2013 131
Table 19 23 Asian Mobile Gaming Developer/Publisher Revenue vs. % contribution of 136
Table 20 Windows Mobile Comparison 158

Figure 1 the first mobile widgets 13
Figure 2 early mobile widgets and its hardware 14
Figure 3 The Rise of the Smartphone era 18
Figure 4 Palm phones 19
Figure 5 Comparison between internet and WAP technologies 21
Figure 6 Classic web applications VS Ajax web application model 27
Figure 7 Symbian evolution 29
Figure 8 Windows Phone 8 from Nokia 30
Figure 9 BlackBerry Z10 31
Figure 10 iPhone 5 32
Figure 11 iOS 7 33
Figure 12 OpenMoko OS 34
Figure 13 hiptop 35
Figure 14 Android 4.2 Jelly bean 36
Figure 15 Survey over which OS is more used by developer 37
Figure 16 Mobile Phones screen resolution 42
Figure 17 Full mobile keyboard 43
Figure 18 new Blackberry Z10 Keyboard 44
Figure 19 iPhone multi-touch screen 45
Figure 20 Core Mobile Network 50
Figure 21A6 Processor 53
Figure 22 Web-based Applications 54
Figure 23 VR mall concept 58
Figure 24 GolfScape 63
Figure 25 CarLocator App 79
Figure 26 Amazon App Store 82
Figure 27 Current mobile data plans 86
Figure 28 Future data plans 87
Figure 29 Medialets App Store Pricing 102
Figure 30 Application Percentages for App Store vs. Android Market 103
Figure 31 : 2013 Trendy Mobile Gaming Business Models 116
Figure 32 Key Business benefits with Cross-platform Model 117
Figure 33: Concept flow of creating a Need Bragging approach to monetize Micro-Transaction in F2P model 118
Figure 34 Adoption of Moore’s Lifecycle Model in Mobile Gaming 121
Figure 35 Sequential Steps of Mobile Game Analytic Approach 122
Figure 36 Why Retention First in Mobile Gaming? 123
Figure 37 Mobile Game Lifecycle KPI Framework 124
Figure 38 Checklist of Retention / Engagement Metrics 125
Figure 39 User Acquisition Metrics Checklist 125
Figure 40 Checklist for Virality Metrics 126
Figure 41 Monetization Metrics Checklist 126
Figure 42 Deriving Actionable Insight with Custom Metrics 127
Figure 43 Mobile Game Genre deployment ratio in Asia countries 128
Figure 44 APAC Country Mobile Game Genre Deployment Chart 2012 129
Figure 45 Asia vs. Global Mobile Game developer revenue share % 2012-2017 132
Figure 46 Mobile Game Developer Revenue in Asia 2012-2017 132
Figure 47 Mobile Game Developers average age demography in Asia 2013 133
Figure 48 ± 50% daytime spend ratio of developer on writing mobile game apps 134
Figure 49 % of Game Developer Prefer Game Development OS Platform Single vs. Multiple 2013 134
Figure 50 % of Game Developer Prefer Single vs. Multiple Distribution Platform 2013 135
Figure 51 Mobile Game developers’ faith on Brand for a game 136
Figure 52 Blackberry OS 10.1 151
Figure 53 Apple App store 153
Figure 54 Ouidoo OS 160
Figure 55 Dexterra Apps 163
Figure 56 GPS apps 170