Experts believe the growth of mobile applications is set to continue. Downloads are expected to reach 25 billion by 2015, from currently under 5 billion. Industry analysts predict that consumers will spend over US$6.2 billion on mobile applications this year, with mobile gaming end-user revenues possibly surpassing US$5.5 billion.
Industry experts believe that Asia-Pacific will witness the highest growth during the forecast period as the North American market has dominated during earlier years. There will be a difference in spending throughout the world where the number and availability of locally relevant applications is low, and might impact the unequal distribution and speed of development. Phondontevalley, a leading mobile communication agency, is expanding globally into the regions of APAC by opening a hub in Singapore and offices in China and India.
Asia is flagged as a big market for mobile applications but there are many challenges. One aspect is obviously the language issue, as many applications face the complexity of translation, therefore deluding the value or attraction of the application itself. Another aspect is the fact that as of now, many mobile applications are attractive, because they are free – the marketer’s biggest challenge will be finding a way to convince users to start paying for these applications. But success is often a matter of luck and much depends on how an application is promoted by a mobile store.
Industry experts predict that the most demanding applications by 2012 will be money transfer, expense management and search or browsing applications. GPS- and Bluetooth-based applications will also be on the market. Gaming applications could also play a major role with PC- and PS3-based games delivered as compact mobile game versions like the F1 mobile game from PUMA, NFS from EA games, and Prince of Persia from Ubisoft.
The mobile applications in the global market foresee growth and more brands are expected to indulge in various methods to attract consumers with a wide variety of applications to choose from. However, creating a great application isn’t enough, there are many niche mobile applications that don’t survive, and even successful mobile applications often fade into obscurity after few months. Companies need to understand the dynamics of the market — and ask themselves, how to break through the heap of mobile applications and convince users to pay for those and additional premium services?