Mobile apps to generate $25bn by 2014

Direct and indirect revenues from mobile applications are expected to exceed $25bn by 2014, with growth fuelled by a raft of store launches targeting both high-end and mass market handsets.
Juniper’s new report found that while the overwhelming majority of app revenues are currently accrued from one-off downloads, the increasing use of in-app billing will enable incremental revenues from additional mobile content. This will see value-added services (VAS) providing the dominant revenue stream by 2011. It also noted that many Tier 1 operators would seek to deploy their own app stores in a bid to maintain content revenue share.
However, the Juniper stressed that in the longer term, the greatest benefits to operators would be derived from data revenues associated with app usage rather than from the retail price of apps and content – providing that the operators rejected the walled garden approach.

Data revenue growth is dependent upon operators embracing policies which enable open access – a policy which also involves facilitating app stores which compete with their on-portal offerings.
In addition, the report noted that, given the fact that app stores currently cater exclusively for smartphones, operators, developers and content providers would be unwise to ignore opportunities from traditional app and content distribution and monetization channels.
Also, games will remain the largest category in terms of overall app downloads and revenues, although Multimedia & Entertainment apps will attract the greatest share of VAS revenues from 2009 onwards.

Finally, app stores present a challenge to traditional content aggregators who may be obliged both to expand the range of their content portfolios and to amend their business models to remain viable.