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Distimo Publication - November 2012

Distimo Publication - November 2012

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Published by Arda Kutsal

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Published by: Arda Kutsal on Nov 28, 2012
Copyright:Attribution Non-commercial


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About Distimo
Distimo has a very clear objective: to make the app market transparent. The company was born out of the frustration of a lack of insights into the performance of apps and the manual work needed to trackimportant metrics. Our goal is to provide the best and most actionable app intelligence for anyone whowants to compete in the app market. Our data-driven team seeks to help developers, brands and financialservices companies gain actionable, timely and factual knowledge of what’s happening daily in the globalapp market. We offer three core services:App Analytics, to track all of your important app data acrossall major app stores and ad networks;Conversion Tracking, to measure your full app sales funnel fromdiscovery and campaigns to app launch; andMarket Data, to analyze the daily download and revenuevolumes of any app in the market.Founded in 2009, Distimo is a privately held company based in The Netherlands. Follow us onTwitter, readourblogor learn more athttp://www.distimo.com.
Discover The Windows Store
By Gert Jan Spriensma, Analyst at Distimo
Distimo ©2012, some rights reserved
Windows Store
Distimo Publication - November 2012
Distimo ©2012, some rights reserved.All trademarks are the property of their respective owners.
Windows 8 was released for general availability to the public on October 26, 2012. Withthe launch of Windows 8, the Windows Store now enables customers to easily downloadand update software on the system. This is already common practice on all mobilephones, however, there is one main difference: downloading third party applicationson the Web is much more difficult and is disabled on many mobile phones (iOS andWindows Phone 7), and many consumers were used to finding software online on theirPC. The app stores have proven to drive a lot of downloads, so it will be very interestingto see how the Windows Store will perform over the coming years.We believe the Windows Store will become an important channel in digital softwaredistribution, which is why Distimo already supports this app store. Developers cansign uphere. This month’s publication focuses on the first month in business for theWindows Store and compares it to other app stores.
The major findings are:
The daily download volume among the top 300 most popular applications in theWindows Store is already three times higher than the volume among the top 300most popular applications in the Apple Mac App Store. However, in terms of paidvolume only, the Apple Mac App Store is still doing much (5 times) better.
Microsoft did a good job in giving local content more visibility in the Windows Store.Overall 10% of all applications in the rankings are locally popular only. This is evenhigher when we disregard the small countries. In Japan, for example, 41% of all top300 applications are locally popular only, and also in Korea, where about 30% of all top applications are locally popular only. The Windows Store currently featuresa total of 21,183 applications world wide, however only 13,844 (65%) are availablein North America. As a matter of comparison, this ratio is above 85% in most appstores.
One month after the official launch there are already more than 20K applicationsavailable in the Windows Store. This is more than the Apple Mac App Store, whichcounts 13K applications, however, it still has a long way to go to reach the amountof apps in the Apple App Store or Google Play, which both have over 600K availableapplications. Still, there has been no store thus far that had that many availableapplications after just one month in business.
There are some interesting differences between the PC stores (x86 and x64) and theSurface (ARM) store. The PC stores share a lot of characteristics with the Apple MacApp Store like price and the type of popular applications, while the surface storeshares more in common with the tablet and phone app stores.
Distimo Publication - November 2012
Distimo ©2012, some rights reserved.All trademarks are the property of their respective owners.
The large number of applications that was available for the Windows ecosystem prior tothe launch of Windows 8 is not necessarily currently available for Windows 8. Thus, thisapp store basically started from scratch, although developers that already developedfor Windows, will probably continue to do so. As of November 22, 2012, the numberof available applications in the Windows Store is 21,183. The applications are divideddepending on the computer processor architecture. Those that are currently supportedare; x64 (desktop), x86 (desktop) and ARM (surface). There are currently 21,129applications available for x86, while Windows Store for x64 and ARM store each have21,175 and 19,657 applications, respectively.
In comparison to the other app stores, the Windows Store still has a long way to go, asthe Apple App Store and Google Play currently store over 600K applications. Throughoutthis publication the Windows Store will be compared to the Apple Mac App Store (anotherdesktop app store) and the Windows Phone 7 Marketplace, Microsoft’s other app store.Please note that Microsoft also released the Windows Phone 8 Marketplace, which isnot discussed in this report. The Apple Mac App Store has been around for almost twoyears now, but only stores 12,998 applications, i.e., within a couple of months betweenthe announcement and the official launch of Windows 8, Microsoft managed to alreadyoutperform the Mac App Store in the number of available applications.Looking at the distribution of free and paid applications, abig difference between the Windows Store and the others canbe distinguished. Most of the app stores have a much biggerproportion of paid applications. Even in Google Play, whichis known for the proportion of free content; about 35% of allapplications are paid. In the Apple Mac App Store, 84% of allcontent is paid.
Of those 14% of the applications that are paid in the Windows Store, about 55% pricedtheir app below $2.00, which is a trend that can be observed in basically all app stores.When looking at the Surface store, this is even a little bit higher at 60%.

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