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Introduction

Ovum predicts that in 2018 in-app advertising will overtake end-user spend as the app market’s main revenue driver, Android will overtake iOS in total app revenue, and carrier billing will capture a fifth of global app revenue.

Highlights

  • Soaring Android app revenue will boost carrier-billed app-store revenue, increasing MNOs’ stake in the apps economy. There is a growing opportunity for carrier billing in the iOS apps ecosystem too, although Apple’s tougher commercial terms will put an increasing strain on MNO margins.
  • Soaring mobile advertising revenue, largely fueled by app-marketer and brand-advertiser spending, is boosting demand for ad-tech, mobile-inventory, and app-monetization specialists in areas such as analytics, attribution, mediation, retargeting, and retention.

Features and Benefits

  • Find out what major revenue and monetization trends will shape the mobile apps market next year
  • Find out what opportunities will be presented to mobile network operators and vendors by the major trends impacting the mobile apps market next year

Key questions answered

  • What major revenue and monetization trends will shape the mobile apps market next year?
  • What opportunities will be presented to mobile network operators and vendors by the major trends impacting the mobile apps market next year?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for MNOs
  • Recommendations for vendors and app publishers

Advertising will overtake end-user spending as apps’ main revenue driver

  • Facebook spearheads meteoric rise of in-app ads
  • Room for others beyond the duopoly
  • Importance of ad revenue depends on app category and on individual app
  • Difference too between app stores

Android will overtake iOS in total app revenue

  • Google Play will keep playing second fiddle to the App Store
  • iOS will continue to yield the most revenue per download

Carrier billing will capture a fifth of app store revenue

  • App stores help carrier billing take off again
  • China and Japan inflate carrier billing’s global share

MNOs’ share of carrier-billed revenue is shrinking

  • Apple’s debut knocks MNOs further down on price
  • Growing App Store wedge of carrier-billed revenue
  • Narrowing margins fuel cannibalization fears

Appendix

  • Methodology
  • Further reading
  • Author

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