The increase in the availability and popularity of content and services that can be purchased by smartphone users is largely due to the introduction of newer types of targeted app stores, which enable device owners to purchase content from outside their specific mobile operators. According to the research, the availability of a large number of inexpensive or free mobile applications that leverage the next-generation technical capabilities of the target device will help drive smartphone adoption.
However, the study warns that service differentiation and generating suitable return on investment from the app store business could be challenging. The research also indicates that the most significant challenge is to ensure service differentiation and optimal management of the scale of the app store business. App store providers should be open towards supporting new business models in order to drive the introduction of innovative services and content types.
The market segments covered by the research include prepaid and postpaid mobile, SMS, MMS and mobile internet services for iPhone, Android, Windows Mobile, Palm and Symbian phones.
The study was carried out by global growth consulting company Frost & Sullivan.
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