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1、A Global Perspective on the Apple App Store Ecosystem An exploration of small businesses within the App Store ecosystemJune 2021Jonathan Borck, Ph.D.Juliette Caminade, Ph.D.Markus von Wartburg, Ph.D.Support for this study was provided by Apple.The conclusions and opinions expressed are exclusively t
2、hose of the authors.MethodologyWe obtained IPO and acquisition data from Crunchbase. We examined IPOs and acquisitions in relevant categories between January 2011 and March 2021 for which the business headquarters were in the US or Europe. For IPOs, we focused on companies listed on prominent stock
3、exchanges. For acquisitions, we focused on companies that were acquired for more than $250 million.For each company examined, we assessed whether iOS apps were central to its business model at the time it went public or was acquired based on contemporaneous business documents and media coverage. We
4、looked in particular for sources that addressed whether a substantial portion of the companys business was tied to the App Store at the time of the IPO or acquisition.See Appendix Tables 3 and 4 for the full list of the IPOs and acquisitions included in our analysis.This group of publicly offered or
5、 acquired businesses includes the creators of a variety of businesses, including:Snapchat, the social media app, which went public in 2017 at a $33 billion valuationStitcher, the podcasting app, which was acquired in 2020 for $325 millionUnity, the developer of a platform that allows developers to b
6、uild mobile gaming apps, which went public in 2020 at a $13.7 billion valuationBumble, a dating app, which went public in 2021 at an $8.2 billion valuationThis group also includes companies with a diversity of business models and monetization strategies, including:MyFitnessPal, a nutrition and exerc
7、ise app, which monetizes via in-app advertising (adding paid subscriptions after it was acquired)Rovio, the developer of gaming app Angry Birds, which monetizes via both in-app purchases and in-app advertisingDeliveroo, a food delivery startup, which collects a commission on transactions for physica
8、l goods and servicesUsing publicly available information, we identified a set of businesses in the US and Europe for which iOS apps are central to their business models that have gone public or been acquired since 2011. (See sidebar.)IPOs: We identified 40 businesses in the US and Europe for which i
9、OS apps are central to their business models that went public since 2011. These companies had an aggregate market valuation of more than $450 billion at the time of their IPOs. As shown in Table 4, this group includes companies in categories such as gaming, social networks, and food delivery and pic
10、kup.Table 4: IPOs by Companies for Which iOS Apps Are Central to Their Business Models, US and EuropeCategoryNumber of IPOsAggregate Valuation at IPO($B 川 ion)USEuropeTotalGames3811$46Social Network707$175Food Delivery and Pickup336$66Other325$38App Developer Tools415$20Ride Hailing202$106Digital Ma
11、rketplace112$7Digital Payments202$1Total251540$459Examples of IPOs and acquisitions of companies for which iOS apps are central to their business modelsAcquisitions: We also identified 39 businesses in the US and Europe for which iOS apps are central to their business models that were acquired since
12、 2011. As shown in Table 5, these companies were purchased for a total of more than $45 billion.MyFitnessPal (US)FitnessAcquired in 2015 for$475MIn-app advertisingnetcnarbleNetMarble(KR)Mobile games IPOin2017at$11B valuationDigital goods and services, in-app advertisingCategoryNumber of Acquisitions
13、Aggregate Price at Acquisition伟 Billion)USEuropeTotalGames4610$8.6App Developer Tools628$4.5Other426$4.7Enterprise606$4.3Food Delivery and Pickup303S1.0Social Network202$20.0Utilities202$1.7Retail112S1.0Total281139$45.8Table 5: Acquisitions of Companies for Which iOS Apps Are Central to Their Busine
14、ss Models, US and EuropeMedPhone (BR)Health careAcquired in 2020 for$1.2MDigital goods and servicesPeak Games (TR)Mobile gamesAcquired in 2020 for$1,85BDigital goods and services, in-app advertisingBumble (US)Online dating IPO in 2021 at $8.2B valuation Digital goods and servicesOur analyses are con
15、servative because they do not include many companies for which iOS apps matter fortheir success but that also derive a substantial portion of their business from channels and platforms outside of the App Store. For example, our lists do not include:_ Airbnb, which went public in 2020 at a $47 billio
16、n valuation, and whose iOS app had been downloaded 121 million times at the time of its IPOTrulia, which was acquired in 2014 for $3.5 billion, and whose iOS app had been downloaded 12 million times at the time of its acquisitionEtsy, which went public in 2015 at a $1.8 billion valuation, and whose
17、iOS app hadbeen downloaded 20 million times at the time of its IPOYelp, which went public in 2012 at an $898 million valuation, and whose iOS app had been downloaded eight million times at the time of its IPOviWhile our quantitative review focused on the US and Europe, IPOs and acquisitions of compa
18、nies for which iOS apps are central to their business models have taken place across the world. (See sidebar for examples.)Deliveroo(UK)Food delivery IPO in 2021 at $10.5B valuation Physical goods and servicesDigital platforms, apps, and small businessesSmall businesses can benefit from the App Stor
19、e ecosystem even when they do not have their own apps. In particular, with the growth of digital platforms worldwide, the apps of many online marketplaces and other platforms have become central to connecting millions of small businesses and entrepreneurs throughout the world with tens of millions o
20、f consumers. Through digital platforms and their apps, small businesses can build an online presence and can access digital tools that would be otherwise unavailable.These platforms have developed in many different sectors, including:General retail, with marketplaces such as Taobao, eBay, Etsy, and
21、Mercado Libre Travel, with Airbnb and VRBO, all of which connect hosts and guests worldwide Food delivery and pickup, with apps such as DoorDash, Deliveroo, Uber Eats, Grab, and Meituan Waimai, which have allowed millions of restaurants to offer online pickup and delivery optionsGrocery delivery, wi
22、th apps such as Instacart and CornershopHundreds of billions of dollars in sales are facilitated by the App Store ecosystem, much of which happens through large digital platforms.Table 6: Select List of Large Digital PlatformsMonthly ActiveCategoryDigital PlatformOrigin CountryEstimated Number of Bu
23、sinesses*Users (Million)*TaobaoChina10 million active storefronts441.8AmazonUS1.6 million active sellers worldwide293.3General RetaileBayUS20 million active sellers worldwide113.9Mercado LibreArgentina12 million active sellers99.9EtsyUS4.4 million sellers15.9AirbnbUS4 million hosts38.2TravelVRBOUS2
24、million homes3.0GrabSingapore2 million merchant partners79.3UberEatsUS600,000+ restaurants69.8Food DeliveryMeituan WaimaiChina6.8 million restaurants61.4and PickupDoordashUS390,000 merchants in US, CA, and AU22.3GrubhubUS265,000 partner restaurants in US10.2DeliverooUK115,000 restaurants and grocers
25、7.3GroceryInstacartUS300 retailers, 3,000+ independent grocers6.4CornershopChile/Mexico1,000+ stores in Latin America1.6* Sources: company documents or website, market research.* Sources: App Annie and iiMedia. Includes all mobile users.Digital platforms have also emerged in many other industries. E
26、xamples abound: ClassPass in the fitness space, Getaround for car sharing, Rover for dog walking, Care for child care and other services, Thumbtack for home services, Insight Timer for meditation classes, and Talk Space for mental health consultations.Platforms have been central to connecting millio
27、ns of small businesses worldwide with tens of millions of consumers through their apps.Digital platforms can also connect specialized audiences, such as the Danish app Too Good to Go for reducing the food waste of restaurants and grocery stores, the French app Ollca for online orders at local shops,
28、 and the US-based EatOkra and Oya for locating Black-owned restaurants and women-owned businesses, respectively.As the coronavirus pandemic swept through the world in early 2020, businesses and entrepreneurs had to adjust quickly. Many were able to offer alternative ways to reach customers through p
29、latform apps. For example, many restaurants and small shops in Europe turned to platforms such as Deliveroo, Ollca, and Cajoo, allowing them to pivot to mobile distribution strategies in a short amount of time.Examples of apps with global reachKidloLand(IN,2012)This award-winning learning app with 6
30、M+ downloads worldwide provides learning resources for young children. Having started with 5 employees and 3 songs, it now employs 40 people and offers 3K+ songs, games, and stories.Tangerine (EE/PT, 2020) Created by 2 part-time developers, this self-care app was “App of the Day in 100+ countries. T
31、he app has almost 6K daily active users and is expected to double its earnings in 2021.CHdHIChani(US,2020)This app combines astrology, meditation, and mindfulness. In only 5 months, its team grew from 4 to 15 employees, and had over 520K+ downloads in the US, Canada, Europe, Australia, and another 4
32、0+ countries.Part 3: How the App Store supports the growth of small developersThe App Store connects hundreds of thousands of small developers with one billion App Store customers who are interested in their apps throughout the world. Like other two-sided platforms, the App Store aims to facilitate
33、transactions between developers and users. The ecosystem becomes more valuable when developers create new, diverse, and innovative apps, even when those apps are not directly monetized on the App Store. To encourage transactions between users and developers, the App Store offers developers a global
34、platform to distribute their apps to one billion customers worldwide, with support for various local payment methods. Additionally, to help developers develop and market new apps, regardless of their business models, Apple offers a large set of tools and resources, as well as educational programs an
35、d support.Access to local storefronts around the worldThe App Store is a global marketplace visited by more than half a billion people each week through local storefronts in 175 countries, including 20 new storefronts in Europe, Asia, Africa, and Oceania that opened in 2O2O.viiThis global distributi
36、on platform allows developers - including small developers with limited resources - to offer and seamlessly distribute their apps (and app updates) to customers around the world. In addition, the App Store assists developers in monetizing their apps globally, including with:Localized price tiers tha
37、t are adjusted to each market or region and updated for changes in taxes and foreign exchange ratesPayment processing, to make it easy for users around the world to pay for apps and make in-app purchases with local payment methods, including backup payment methods and a billing grace period for digi
38、tal subscriptions to prevent payment and service interruptions and to help developers avoid losing customersTax administration, to make it easier for developers to comply with local lawsThe App Stores curated local storefronts support many languages, almost 200 local payment methods, and 45 local cu
39、rrencies, and help customers search and discover relevant apps.About 40% of all downloads of apps from small developers came from users outside of the developers home countries.The App Stores global distribution platform can offer small developers unique opportunities to grow and expand their busine
40、sses; indeed, the large majority of small developers take advantage and transact globally. In 2020, about 40% of all downloads ofExample of local appAYAMAP (JP,2013) This Japanese app for outdoor activities provides information about routes and trails in Japan, especially for mountain hikers. The ap
41、p is available in Japanese and English, and 99% of users are from Japan.Developer quotes“The App Store makes it easy to launch the app in different locations and in different currencies . Its been a big help to not have to worry about different currencies or different payment methods/ - flowkeyAs a
42、small company, we didn/t have the resources to go international by ourselves, but Apple gave us the tools we needed for expansion. For example, we would have never guessed we would be in Turkey, but the App Store analytics gave us a really clear sign that we needed to go there and now people love us
43、 there.Makaronapps from small developers came from users outside of the developers, home countries. Nearly 80% of small developers are active in multiple storefronts, and, on average, developers that monetize their apps on the App Store on multiple storefronts have earnings from users in more than 4
44、0 storefronts. There is a positive relationship between the size of a small developer and the number of storefronts in which it is active, indicating that for many small developers, global expansion provides an opportunity to grow their businesses.While some small developers take advantage of the Ap
45、p Stores global distribution, others choose to offer apps with a local or regional focus, and are primarily distributed in a few countries. (See sidebars on pp. 13-14 for examples of both types.)Access to payment methodsThe App Store offers users the ability to pay for apps and make in-app purchases
46、 using most credit and debit cards, and in certain countries or regions, Apple Pay and store credit (from redeeming gift cards or adding funds to their Apple IDs). Apple also supports other third-party payment methods (alternative payment methods) in 69 storefronts, and continues to add support for
47、new payment methods globally. Since 2015, 54 storefronts have added such alternative payment methods. Of those storefronts, 48 added carrier billing, whereby users can charge App Store purchases to their mobile phone carrier Nils. In total, the App Store now offers carrier billing for more than 100 mobile carriers around the world.In the last six years, new payment methods (other than credit and debit cards) have brought more than 6o million new-to-paid or reactivated customers in their first year alone.The wide range