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Handango releases smartphone content statistics in 2006 Yardstick
Posted on 12-Feb-2007 20:42 | Tags Filed under: News

Handango has released special 2006 year end editions of the Handango Yardstick, a global report on the state of the smartphone content industry. Consolidating statistics from across the Handango network of storefronts, the Yardstick reports on key smartphone market data that demonstrate the growing demand for mobile content, including average selling price (ASP); the number of new software providers and applications being added to the Handango library; sales by device; sales by content category; top searches; and best selling applications for each of the five major smartphone platforms: BlackBerry, Palm OS, Symbian OS, and Windows Mobile Pocket PC and Smartphone.

Data from the 2006 Handango Yardstick and comparisons to the 2005 report reveal that smartphone application numbers and content providers continue to grow. More than 11,000 new software titles were added to the Handango catalog in 2006, with 1,231 new mobile content providers joining the Handango Content Partner Program.

Although currently one of the smaller catalogs according to the company, BlackBerry had the fastest growing content library with an 81% increase over last year in the number of new applications added. The Pocket PC platform saw the highest number of content titles added at 3,627.

The 2006 Yardstick reported an overall increase in ASP (average selling price) is increasing up from $20.03 in 2005 to $21.16 in 2006. Medical applications netted the highest average selling price at $49.26. The second highest ASP was seen for Development Tools ($43.62), with Recognition & Languages ($31.23), Translation ($26.91) and Business & Professional ($26.58) rounding out the top five.

The Business & Professional category of software had the highest overall sales, followed by Productivity, Entertainment, Games, Travel, Utilities, Communications and Multimedia. The best selling applications reflect a combination of entertainment, personal productivity and business software, which indicates that consumers are using smartphones for both personal and professional use. Some titles that made the best sellers lists on multiple platforms include travel guide WorldMate, mobile instant messenger IM+ and poker game Aces Texas Hold'em.

Handango also notes that 2006 saw a rise in demand for streaming media applications, with MobiTV, HandiTV and PocketStreamer Deluxe topping the best selling lists. Entertainment content ranked third in overall sales by category, while search terms "ringtones", "games" and "MP3/music" made the top five in overall searches.

Games ranked fourth in sales by category and third in searches, with Solitaire, sudoku, poker and Tetris being the most commonly downloaded games across all platforms with Palm OS and Pocket PC being the most popular platforms supporting games.

The Palm Treo 650 topped the list of devices adding software in both 2005 and 2006. Also seen in the top ten this year were device models across a range of platforms including the Cingular 8125, Motorola Q, BlackBerry 8700c and Palm TX. Not reflected in the platform Yardstick are devices released later in the year that are quickly rising in the amount of downloaded content. These devices include the BlackBerry Pearl, Palm Treo 700p, Samsung BlackJack, T-Mobile Dash and Nokia N73.

In addition to the all-platform summary report, versions of the Handango Yardstick were created for each of the five leading smartphone operating systems.

The Handango Yardstick reported another significant year for BlackBerry with an 81 percent increase over last year in new applications and an 87 percent increase in new content providers. BlackBerry continues to be popular with workers as Business & Professional software was the top category for this platform based on revenue. This category also represented the highest ASP at $39.87. The top BlackBerry devices adding content in 2006 were the BlackBerry 8700c, BlackBerry 7100i, Blackberry 8700g, BlackBerry 7130e and BlackBerry 7290.

The top 10 best-selling applications for BlackBerry in 2006 were:
1. Ringtone Megaplex
2. Ringphonic Lite*
3. VoiceControl*
4. eSpell*
5. IM+
6. WorldMate Professional Edition*
7. Ringphonic*
8. Aces Texas Hold'em - No Limit
9. RepliGo Professional*
10. Ascendo Photos
*New to the top 10 list in 2006

Palm OS
Although the growth rate of the Palm OS content catalog slowed in 2006, the overall ASP of Palm OS content increased by 17.7 percent, from $19.32 to $22.74. Medical had the highest ASP of all categories at $62.33, which was more than double the next category, Productivity at $27.91.

Productivity titles contributed the greatest percentage of revenue for the Palm OS platform two years in a row, up from 21 percent in 2005 to 35 percent in 2006. Games and Entertainment rose to the number 2 and number 3 positions, respectively, further supporting the trend that Treo devices are used commonly for entertainment in 2006. Ringtones accounted for the largest number of searches for the Palm OS platform making up 18 percent of the top 100 search terms.

Following the Palm Treo 650, the models rounding out the top five devices adding software in 2006 were the Palm TX, Palm Treo 700p, Palm LifeDrive and Palm Tungsten E2.

The top 10 best-selling applications for Palm OS in 2006 were:
1. Agendus Professional Edition
2. Treo Voice Dialing
3. PocketMirror Standard
4. RingoPro
5. AOL for Treo 650
6. PocketCopy*
7. SplashID
8. Diet & Exercise Assistant
9. Agendus Standard Edition
10. mRing for Treo*
*New to the top 10 list in 2006

Windows Mobile Pocket PC
Software for Pocket PC devices continue to become more prevalent with a 19 percent increase in the number of new applications added to the Handango library throughout the year and a 27 percent increase in the number of new content providers entering the market in 2006. The top three categories contributing to Pocket PC revenue in 2006 were Business & Professional (up from number 3 last year), Games (up from number 4 last year) and Entertainment (up from number 5 last year).

Medical applications had the highest ASP at $41.91, followed by Translation ($29.60), Databases ($28.34), Reference ($26.90) and Travel ($24.61). Owners of the Dell Axim X51v downloaded the most software for this platform in 2006 followed by the Palm Treo 700w, Cingular 8125, Audiovox PPC 6700 and Verizon XV6700.

The top 10 best-selling applications for Pocket PC in 2006 were:
1. Spb Pocket Plus
2. Microsoft Voice Command
3. Spb Diary*
4. Pocket Informant
5. MobiTV*
6. Spb Backup*
7. Agenda Fusion
8. SBSH PocketBreeze
9. Spb Time*
10. eWallet Professional Edition
*New to the top 10 list in 2006

Windows Mobile Smartphone
The overall ASP for Windows Mobile Smartphone content increased by more than 15 percent, from $13.59 in 2005 to $15.70 in 2006. The Business & Professional category ranked the highest in ASP at $24.58, while Hobbies (the highest ASP in 2005) did not appear in the top 10 in 2006. More than 1,200 new Windows Mobile Smartphone content titles were added to Handango's catalog in 2006, and 130 new content providers created applications for this platform.

Entertainment content represented the largest contribution to Smartphone revenue in 2006, closely followed by Utilities. The Multimedia, Productivity, and Business & Professional categories rounded out the top five. Streaming media applications MobiTV and PocketStreamer DELUXE were the top two sellers for Smartphone in 2006.

Ringtones accounted for the largest number of searches for the Smartphone platform in 2006, making up 20 percent of the top 100 search terms, a large increase from last year. The list of devices adding the most content in 2006 included newer models such as the Motorola Q, T-Mobile Dash and Samsung BlackJack, as well as more mature models like the Cingular 2125, Motorola i930 and Qtek 8310.

The top 10 best-selling applications for Windows Mobile Smartphone in 2006 were:

1. MobiTV*
2. PocketStreamer DELUXE*
3. SBSH Fašade*
4. SmartphoneNotes
5. IM+*
6. Photo Contacts
7. SBSH Papyrus
8. Aces Texas Hold'em - No Limit*
9. HandiTV*
10. Jeyo Mobile Extender
*New to the top 10 list in 2006

Symbian OS
The 2006 Yardstick reported that more than 3,000 new content titles were added to the Handango library for the Symbian OS platform, which is 14 percent higher than the number added last year. There was also a notable rise in new content providers (258) for the Symbian platform in 2006.

Productivity software accounted for the greatest percentage of Symbian OS sales, followed by Utilities and Communications. Video player SmartMovie, email client ProfiMail and weather monitor Handy Weather came in as the top three best selling applications. Symbian saw an increase in overall ASP of 5 percent, from $19.36 in 2005 to $20.35 in 2006. The Medical and Document Management categories reported the highest ASP at $32.44 (down from $57.81) and $30.46 (up from $30.24), respectively.

The best-selling Symbian OS applications in 2006 include:
1. SmartMovie
2. ProfiMail*
3. Handy Weather S60*
4. WorldMate Professional Edition
5. Media Studio for Nokia*
6. Handy Safe S60
7. Advanced Call Manager S60 Third Edition*
8. WorldMate S60*
9. IM+ S60*
10. Media Studio for Sony Ericsson*
*New to the top 10 list in 2006

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