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Unique content key to app store success – report

Juniper predicts there will be more than 25 billion app downloads in 2015

‘Freemium' has become the prevalent business model for App Stores.
‘Freemium' has become the prevalent business model for App Stores.

Any company keen to launch app stores need to attract the right developers to provide unique content and shouldn't necessarily emulate Apple's App store model to succeed, a Juniper Research report advises.Several mobile operators have already launched their own app stores including India's Bharti with ‘Airtel App Central' and ‘Apps & Games Shop' on Vodafone 360. ‘Freemium' has become the prevalent business model, with publishers offering applications for free and then monetising them via in-app billing of subscription-based services, upgrades to premium content or micropayments for virtual items.However, the Juniper's ‘A World of Apps' report author Dr. Windsor Holden, also cautions players that they need to demonstrate enough scale to attract the developers who can provide them with unique content."Apple has been able to achieve several billion downloads from a comparatively small handset base because customers are buying the iPhone for the apps. That's not been the case with other handsets. So even if you have a subscriber base of tens of millions, your addressable market is a fraction of that - and spread across a variety of operating systems and handsets," stated Holden.Juniper predicts that the annual number of consumer-oriented handset downloads will rise from less than 2.6 billion last year to more than 25 billion in 2015.