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Netsize Trends Survey Tracks Fast-Growth in Independent Application Stores

Highlights Business Model Mix Necessary to Achieve Commercial Success

(PresseBox) (Paris, ) Netsize, the leading mobile commerce and communications enabler, today released "Application Store Billing", a report that analyzes the wave of recent application store developments and reveals the business models and billing methods that will bring application store massmarket success.

Drawing from a survey of 1,000+ mobile professionals and practitioners across 67 countries, the report concludes that credit card billing is by no means the way to reach a large and global audience. To achieve this respondents agree application stores must harness a variety of billing mechanisms. Chief among these is operator billing, indicated by 85 percent of respondents as a key enabler for application store mass market appeal. Almost half (46 percent) of respondents believe operator billing alone will dominate; 39 percent also include credit card billing in the mix. A minority of 15 percent of respondents indicated only credit card billing.

"The survey shows providers will need to develop much more than a metoo application storefront modeled on the Apple blueprint," notes Stanislas Chesnais, Chief Executive Officer, Netsize. "Clearly, to guarantee a seamless user experience and a ubiquitous quality of service, application store providers must support a variety of payment mechanisms including operator billing."

The research also presents substantial proof that a long tail of application stores is indeed emerging. To illustrate this key trend Netsize has identified and ranked the top 52 application stores by size and the number of applications on offer as of May 2010. Predictably, application stores linked with the Apple iPhone and Android platforms lead the list. However, a substantial number of independent application stores run by mobile operators and independent providers also hold top positions.

"New entrants are breaking on the scene with niche application stores that target geographies and vertical markets, such as retail, enterprise, and even cars," Chesnais explains. "There is huge opportunity ahead for applications stores providers, but the bulk of their business growth will be driven by freemiumtype models that offer consumers free applications as a means to crosssell or upsell consumers to a variety of paid content and services, ranging from realworld physical goods to digital services. Making money in this new 'Application Economy' will therefore require providers to employ inapplication billing and solutions that allow them to sell content, virtual goods and addons from within their app."

This conclusion is further supported by the report findings, which show that 28 percent of respondents deem inapp billing to be a key factor for application store success.

The full report, which features the exclusive top-52 application store ranking, is available from www.netsize.com

About netsize Mobile Business & Entertainment

Netsize, a subsidiary of Gemalto (Euronext NL 0000400653 GTO), is a leading mobile communications and commerce enabler. Netsize solutions include Mobile Messaging, with SMS and MMS delivery in 200 countries; Mobile Payment through operatorbased billing (Premium SMS, MMS, & WAP) in 28 countries; and Mobile Content Management platforms with publishing & editing tools to manage messaging services and mobile Internet portals. Netsize manages more than 60 million mobile transactions per month for 800 customers worldwide, including Fortune 500 companies. With 10 offices worldwide, Netsize provides both robust technical infrastructure and marketing expertise to support this successful deployment on a global scale. For more information about Netsize please visit www.netsize.com

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