Global Platform as a Service (PaaS) Market 2013 & forecast 2018 market growing

PaaS provides a cloud computing platform and a solution stack that allows developers to create applications and software and test them by utilizing tools and libraries from the cloud services provider. Compared to Software as a Service (SaaS) and Infrastructure as a Service (IaaS), PaaS market is small and slowly picking up and the reason being complexity in adaption and building a standardized PaaS platform from the scratch is very difficult for organizations. According to Markets and Markets, Global Platform-as-a-Service market is estimated to grow from $1.28 billion in 2013 to $6.94 billion in 2018 at a compound annual growth rate (CAGR) of 32.54% in this period. In terms of geographies, North America continues to be the biggest market for PaaS solutions. Worldwide platform as a service (PaaS) revenue is on pace to reach $1.2 billion in 2012, up from $900 million in 2011, according to Gartner, Inc. The market will experience consistent growth with worldwide PaaS revenue totaling 1.5 billion in 2013, and growing to $2.9 billion in 2016.

Along with the large players like Amazon, Google, IBM, etc., small players also emerged in this segment that made the market more competitive and vibrant with new products and services are being offered by the cloud services providers. The need for the businesses to develop new applications, tools and technologies at a low cost have increased the demand for the developers and also for PaaS offerings as most of the developers are looking to PaaS to develop and test new apps and software. Application Development and Maintenance PaaS (ADM PaaS), Business Process Management PaaS (BPM PaaS), Application PaaS (aPaaS), Integration PaaS (iPaaS) and Other PaaS are the segments categorized based on Applications.

According to Gartner, the largest segments within the PaaS market are cloud application platform services (aPaaS), accounting for 34.4 percent of total PaaS spending in 2012; cloud application life cycle management (ALM) services (almPaaS) at 12 percent; cloud BPM platform services (bpmPaaS) at 11.6 percent; and cloud integration services (iPaaS) at 11.4 percent. Gartner predicts that the potential spending in PaaS technologies is an average of $360 million per year from 2011 through 2016.  "The fundamental appeal of PaaS is the opportunity for ISVs (independent software vendors) and IT organizations to create new software solutions with minimal capital expense and without the hassle of provisioning and configuring the underlying infrastructure," said Yefim Natis, distinguished analyst at Gartner. "Too many SMBs (small or midsize businesses), in addition, PaaS offers the chance to take advantage of some state of the art enabling technologies, they otherwise could not afford. Finally, the popularity of SaaS also drives adoption of PaaS for customization, extension and integration of the cloud-based applications."

IDC expects 2013 will see an explosion in industry PaaS (public platform as a service) offerings as the market moves up the software stack and "horizontal" PaaS becomes commoditized by platforms built on open source-based infrastructure. In industry PaaS, cloud-based shared services environments are being tailored to the needs of a specific industry, while additional industry-focused solution developers are developing and deploying a range of industry-targeted value-added solutions and services on these platforms. Examples of emerging industry PaaS include: NYSE Capital Markets Community Platform in financial services; numerous health information exchanges in healthcare; and Johnson Controls' Panoptix App Marketplace in smart energy. (Source: IDC predictions 2013: competing on 3^rd Platform) 

Global SaaS Market growth will continue & drive software sales growth in 2013

Worldwide Software as a Service (SaaS) Market is expected to continue its growth in 2013 as more and more businesses are adopting SaaS and most of the Independent Software Vendors (ISV) including the big vendors like IBM, Oracle, SAP, Salesforce.com, etc. have increased their product offerings in the SaaS segment. There has also been a spate of acquisitions in the SaaS segment where ISVs acquired specialist small and medium SaaS vendors and product developers and integrated acquired software and product offerings into their core products. The SaaS software market will increase 25 percent in 2013 to $59 billion, a 25 percent increase. In 2014, the market is expected to total $75 billion, according to Forrester Research. Gartner predicts the size of the SaaS market will grow from $16 billion in 2012 to more than $21 billion in 2015. Mark Hurd, President of Oracle has said that cloud computing services will reach $72.5 billion over the next five years from 2010 levels of $21.5 billion and estimates that by 2014 around 14 million more jobs will be created due to cloud computing.

In June and July of 2012, Gartner conducted a survey of 556 organizations across 10 countries and within four regions (North and South America, Europe and Asia/Pacific) which highlighted 71 percent of organizations have been using SaaS for less than three years. According to the survey, investments in SaaS are expected to increase across all regions. Seventy-seven percent of respondents expected to increase spending on SaaS, while 17 percent plan to keep spending the same. More than 80 percent of respondents in Brazil and Asia/Pacific indicated more spending on SaaS applications over the next two years. The U.S. and European countries were not far behind with 73 percent of U.S. respondents and 71 percent of European respondents intending to increase spending on SaaS. Gartner Research vice president Charles Eschinger said despite the fact that adoption of on-demand deployment model by business organizations has begun more than a decade ago, but SaaS popularity has increased significantly within the past five years. This rise in adoption in the past few years is because the development of the SaaS technology and maturity of the SaaS business and computing models that led to diminishing of business concerns related to security, response time and service availability.

Gartner survey also highlighted that customer relationship management (CRM) and enterprise content management (ECM) as the applications most often being newly deployed. Supply chain management (SCM), Web conferencing, teaming platforms and social were the applications picked most as replacements for on-premises solutions. But the business decision to migrate to SaaS depends on business criticality of the application/solution along with other critical factors like geography, business agility, usage scenario and IT architecture and few organizations will completely migrate to SaaS but with a mix of SaaS and traditional on-premises application deployment models, according to Gartner’s Eschinger. Another fact is that integrating SaaS tools to existing IT infrastructure is both costly and complex and IT departments have to work closely with SaaS vendors in terms of planning and migration to SaaS platforms. But overall SaaS adoption by business organization even by large organizations will continue to rise and is one of the key revenue generators for Independent Software Vendors for the next few years.  

Mobile Application Stores Profile - Apple Inc.- App Store

Apple App Store - Number of Applications Downloads & Applications (Apps)

Apple App Store is a digital application distribution platform for iOS that opened in July 2008 and allow users to browse and download applications ( Apps) from iTunes Store. Applications range from business to game applications, entertainment to educational applications, and many more applications available for free or for sale.

As of April 2012, the iTunes App Store has over 600,000 apps available on Apple’s iOS platform and it added around 50,000 in previous two months. Around 200,00 apps are specially optimized for iPad. Apple tightly controls the App store and the approval process for Apps make sure quality of Apps.

According to data collected by 148Apps.biz from iTunes Store:

Total Active Apps (as per May 2012): 635,050; Total Inactive Apps (no longer available for download): 178,579; Total Apps Seen in US App Store: 813,629; Number of Active Publishers in the US App Store: 157,197

According to data collected by 148Apps.biz from iTunes Store- Most Popular Categories: Games (111,164 active); Books (63,604 active); Entertainment (63,432 active); Education (62,755 active); Lifestyle (53,420 active)

The App Store is now available to users in 123 countries and the number of app downloads reached 25 billion in March 2012. iTunes Store sells apps for iOS, as well as music, movies, podcasts and e-books, all of which contributed US$3.6 billion in first two quarters of FY 2012 and total revenues for FY 2011 is US$5.4 billion.  

According to IHS Screen Digest May 2011 research, Apple App Store expected revenue of $2.91 billion for 2011, up 63.4% from $1.78 billion in 2010. The report  further forecasted Apple App Store revenues to be  approximately $4.26 billion for 2012 (76% of Total Market) and $4.98 billion for 2014 (60% of Total Market).

Apple also said developers have made more than $4 billion from the App Store since it was launched in 2008. Apple receives a 30% cut of revenue generated by content sold through iTunes for iTunes operational costs and app developers and content makers get the remaining 70%.

Flurry Analytics reveals that Apple's App Store generates the most revenue for developers that means for every $1.00 an app generates in the App Store, it would generate $0.89 in the Amazon Appstore and $0.23 in Google Play.

According to Fiksu App Store Competitive Index which tracks the aggregate volume of downloads per day achieved by the top 200 ranked free iPhone apps in the U.S. In March 2012, the Index decreased by almost two million daily downloads - a 30% drop - to 4.45 million, down from 6.35 million in February.  

The Cost per Loyal User Index measures the cost of acquiring a loyal user for brands who proactively market their apps and for index purpose loyal users are defined as people who open an app three times or more. In March, the cost per loyal user held steady, moving less than 1 percent to $1.30, from $1.31 in February.

Post the hyper demand activity due to iPhone 4S launch in October 2011 and holiday season, dip in march 2012 is expected. Apple Policy against the use of robotic install tactics by app marketers also caused the slowdown but spending by mobile marketers was steady.

Global Mobile Application Store Revenues – Smartphones & Tablets drive growth

According to ABI research, Total mobile app store revenues from pay-per-download, in-app purchase, subscriptions, and in-app advertising will rise over the next five years, growing from $8.5 billion in 2011 to $46 billion in 2016. Pay-per-download dominates the category but in-app purchase is also rising. ABI Research estimates that 29 billion apps were downloaded worldwide in 2011; up from 9 billion in 2010, the market growing at 12% month-on-month with nearly 36 billion apps downloaded in 2012 to smartphones and tablets. According to Strategy Analytics, 2012 Global mobile media revenues will be $150 billion, which will be 17% rise from $128 billion in 2011 and consumer spend will increase from $121.8 in 2011 to $138.2 billion in 2012 and advertiser spend will almost double from $6.3 billion in 2011 to $11.6 billion in 2012. Applications are forecasted to account for 19% of global consumer spend, or $26.1 billion in 2012, rising 30.7% from 2011. Revenues will remain relatively flat, music will continue to be a strong category, accounting for 11.6% of consumer spend, or $16 billion and video will account for just 2% of consumer spend globally. Apple’s App Store and Android’s Google Play are now big business with 32 billion apps expected to be downloaded in 2012 compared with 23 billion last year.

According to Juniper Research, more than 31 billion apps downloaded to mobile devices in 2011 and estimates consumer app downloads are expected to reach more than 66 billion per annum by 2016. Annual revenues from consumer mobile applications will approach $52 billion by 2016 as consumer smartphone adoption accelerates along with the emergence of tablet market. According to International Data Corporation (IDC), the global mobile app downloads are forecast to soar to 182.7 billion in 2015. By the end of 2014, Gartner forecast over 185 billion applications will have been downloaded from mobile app stores, since the launch of the first one in July 2008. According to May 2011 IHS Screen Digest, combined revenues from the four major mobile application stores run by Apple Inc., Google Inc., Nokia Corp. and Research In Motion Ltd. will leap 77.7 %in 2011 to $3.8 billion from $2.1 billion in 2010 and revenues will continue rising in the next few years, jumping to $5.6 billion in 2012, $6.9 billion in 2013 and $8.3 billion in 2014. The total number of downloaded applications in 2011 is expected to reach 18.1 billion by year-end, compared to 9.5 billion last year, 3.1 billion in 2009 and by 2014, downloaded applications will top some 33 billion.

Mobile Applications or Apps are specialized software that run on a mobile device such as mobile phone, MP3 Player, Tablet that performs or executes a specific task and the apps have been existed for several years on personal computers, but real fame for mobile apps is because of Apple Inc.’s App Store that has revolutionized the mobile apps world through its App Store on iTunes, a unique monetization model, that encouraged developers develop apps that educate, entertain and assist the mobile users in their day to day lives. Today there are many different apps like games, music, social networking, photo/video, productivity, entertainment, etc and there are more than million applications that are downloaded close to 20 billion times onto smartphones, feature phones, Mp3 players and tablets. Apple Inc’s App Store, Google Inc.’s Google Play (Merged Android Market & Music Service), RIM’s Blackberry App World, Nokia Ovi Store, Microsoft Windows Marketplace, Samsung Apps are the most popular apps stores. In fact availability of millions of apps has fueled the sales of smartphones and feature phones and developers are making money through a 70/30 revenue split where in developers get 70% of revenues & rest to app store owners. Mobile device makers too are including powerful chips, advanced software and hardware like advanced display screens, long battery life, etc so that apps can run smoothly and customers can easily access, install and use them easily.

App Stores are critical for smartphones and tablets success and developers need to be attracted and encouraged to develop applications that are bought and downloaded by consumers. Developers need to be provided with necessary software development toolkits, constantly be informed various updates being made to the core software code, favorable revenue splits and conferences have to be organized regularly so as to keep the interaction going and since past couple of years many application stores have been set up by various players, which also created a tough competition among the various stores to attract and retain their developers. Developers have to constantly develop and innovate new applications, work to add new features, improve app users experience, localize the app according to user’s regional background, culture, language and make the apps more users friendly to survive in the highly competitive market. App Store owners too have to tightly control the content, organize the store properly and the quality of applications on the stores has to be maintained to attract consumers and earn revenues. Since consumers are looking for accessing the various products and services they use through their mobiles and tablets, businesses are forced to include apps as part of their integrated multi channel distribution systems and apps help businesses to engage and retain consumers which are also fueling the mobile applications market.   

Developers and Content providers are actively looking for other storefronts other than the current App Store fronts and with development of technologies like HTML5 will allow them opportunity to offer apps that consumers download directly and install easily without the App Stores. The competition is further intensified with mobile operators and telecom companies are offering their own app stores for consumers and there is even more competition for attracting the developers. But in near future Apple App Store will dominate the market distantly followed by Android and the monetization of apps at stores other than Apple App Store is a major concern and in fact slowing down the App Store revenues growth. Pay per click and Pay per download models are loosing to In App Purchase models as consumers are more interested in free apps and content and are not interested in paying for apps upfront. Games dominate the market followed by music and social networking apps, but photo/video sharing apps and productivity apps are gaining prominence.