App Annie Index: Apps – Microsoft Office for iPad Excels on the iOS App Store

AA-Index-banner_April_1384x742_[For-Apps]MLB.com At Bat proves to be an annual winner, and Clean Master Security cleans up on Google Play.

 

The App Annie Apps Index brings you the hottest mobile app properties outside of games across both the iOS App Store and Google Play.  To find out what’s happening in game apps, please check out our March 2014 Games Index.

The information contained in this report was compiled using App Annie Intelligence, the industry-leading market data solution for identifying opportunities in the app store economy. It provides the most accurate market estimates for global app downloads and revenues – to learn more, take the tour or request a demo today.

This Index report also uses App Annie’s exclusive DNA, providing unparalleled insights into the major players and trends in the app stores. App Annie DNA creates the only rankings that incorporate the complete set of companies’ subsidiaries and related publishing accounts. In addition, each app’s downloads and revenues are ranked using all versions of the app, regardless of platform compatibility, pricing or language. App Annie DNA is available in App Annie’s free Store Stats, and as part of App Annie Intelligence.

 

Microsoft Word Leads the Office for iPad Charge

Microsoft released its Office for iPad suite of apps on March 27, and they had an immediate impact on the publisher’s rankings. The popularity of these Productivity apps led to an increase in Microsoft’s rank for publishers by monthly iOS downloads, while offering Office 365 subscriptions as in-app purchases also boosted its rank in monthly iOS revenue. In both downloads and revenue, Microsoft Office for Word provided the biggest gains for Microsoft.

MLB.com At Bat Scores Big Again

Tax season made a big impact in the February Apps Index, and March saw another new season influence the top charts. As baseball season got underway in the United States, MLB jumped up the publisher revenue rankings in both the iOS App Store and Google Play. Its app, MLB.com At Bat, provides coverage, news, and features to help fans follow the Major League Baseball season. Like the Office for iPad apps, MLB.com At Bat uses an in-app purchase subscription service that has proven to be an effective annual revenue generator. MLB.com At Bat appeared in the March 2013 Apps Index, and reached the Top 10 apps by revenue outside of games in the iOS App Store and Google Play in March 2014.

 

Top Publishers by Monthly Downloads Excluding GamesiOS March 2014
  Publisher Rank Change
vs. Feb 2014
Headquarters Total Apps
(incl. games)
1 Google United States 37
2 Tencent 2 China 157
3 Facebook 1 United States 14
4 Baidu 1 China 641
5 Apple United States 38
6 Microsoft 2 United States 62
7 Alibaba Group China 62
8 Disney 1 United States 406
9 Outfit 7 3 Cyprus 62
10 LINE 1 Japan 100
SOURCE: App Annie Index ™

 

Microsoft made gains in the iOS download rankings following the high-profile release of the Office franchise for iPad on March 27. The company announced via Twitter that the Office for iPad apps generated a combined 12 million downloads in their first week after release. Of the Office for iPad apps, Microsoft Office for Word proved the most popular, hitting #1 Overall in the iPad rankings in the United States on release.

While WeChat attracts most of the headlines for Tencent, App Annie Intelligence shows that the publisher’s download gains in March came largely from other apps. Online video service 腾讯视频 (Tencent Videos) made steady gains throughout March, while 腾讯新闻 (Tencent News) saw its ranking rise in China in early March.

 

Top Publishers by Monthly Downloads Excluding GamesGoogle Play March 2014
  Publisher Rank Change
vs. Feb 2014
Headquarters Total Apps
(incl. games)
1 Facebook United States 10
2 Google United States 97
3 Kingsoft Internet Software* China 37
4 Sungy Mobile China 2613
5 Outfit 7 Cyprus 29
6 Microsoft United States 42
7 LINE Japan 289
8 Rakuten 2 Japan 1
9 Twitter 2 United States 5
10 Adobe 2 United States 19
SOURCE: App Annie Index ™

* Kingsoft Internet Software changed its name to Cheetah Mobile on April 2, 2014

 

Rakuten’s move up the Google Play publisher rankings in March was largely driven by an increase in downloads of Viber in Brazil. The messaging app experienced a sharp rise in download ranking in Brazil in late February. The rise coincided with the release of Viber Out, the app’s phone call service, in Brazil. Viber Out was offered free in Brazil as a marketing push for approximately one month. The Q1 Market Index identified Brazil as the second largest market for Google Play downloads, and is therefore likely to be a key country in the ongoing battle between messaging apps.

 

image03 - Viber Chart

Gains for Viber in Brazil coincided with a marketing push for Viber Out, offering free calls to non-Viber phones.

 

Top Publishers by Monthly Revenue Excluding GamesiOS March 2014
  Publisher Rank Change
vs. Feb 2014
Headquarters Total Apps
(incl. games)
1 Pandora 1 United States 1
2 LINE 1 Japan 100
3 Microsoft 3 United States 62
4 Disney United States 406
5 Zoosk United States 1
6 MLB 21 United States 9
7 Smule 2 United States 10
8 Apple United States 38
9 Badoo 2 United Kingdom 2
10 Time Warner 3 United States 523
SOURCE: App Annie Index ™

 

The gains for Microsoft from Office for iPad in iOS downloads were also reflected in the revenue rankings. The Office for iPad suite monetized at launch by offering the Office 365 Home Premium subscription or enterprise subscriptions as in-app purchases. However, Microsoft has since expanded its in-app purchase options, introducing the Office 365 Personal subscription geared towards iPad users. The United States and United Kingdom were the strongest markets for Office for iPad monetization in March. Again, Microsoft Word for iPad led the Office for iPad apps, hitting #1 by revenue for Productivity apps in the United States.

 

image05 - Microsoft Word for iPad Picture

Microsoft Word for iPad led the Office for iPad apps in downloads and revenue.

 

The February Apps Index saw tax season play a major role in iOS revenue, but in March a much more enjoyable season kicked in. As the Major League Baseball (MLB) season got underway in the United States, MLB made significant gains with its app MLB.com At Bat. Like the Office for iPad franchise, MLB.com At Bat monetizes with a subscription service available through in-app purchases. The subscription offers live coverage, news, and other features covering the baseball season.

 


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Top Publishers by Monthly Revenue Excluding GamesGoogle Play March 2014
  Publisher Rank Change
vs. Feb 2014
Headquarters Total Apps
(incl. games)
1 LINE Japan 289
2 Sungy Mobile China 2613
3 Voltage Japan 64
4 Kakao 1 South Korea 16
5 Pandora 1 United States 2
6 Facebook 2 United States 10
7 Cocone 3 Japan 15
8 comiXology United States 2
9 MagazineCloner United Kingdom 696
10 MLB 197 United States 7
SOURCE: App Annie Index ™

 

MLB, through MLB.com At Bat, was also the biggest mover in monthly Google Play publisher revenue in March, scoring big in the United States and Canada. A similar rise was noted in the March 2013 Apps Index as the previous baseball season began. This appears to be an ongoing cycle in the app rankings that reflects the major sporting seasons in the United States, with NHL Interactive rising in October 2013 as hockey season began. The subscription model of in-app purchases makes these apps an effective annual earner for the sports app publishers.

 

Top Apps by Monthly Downloads Excluding GamesiOS March 2014
  App Rank Change
vs. Feb 2014
Publisher Headquarters Category
1 YouTube 1 Google United States Photo and Video
2 Facebook 1 Facebook United States Social Networking
3 Google Maps 2 Google United States Navigation
4 Instagram 4 Facebook United States Photo and Video
5 WhatsApp Messenger 4 Facebook United States Social Networking
6 Facebook Messenger 2 Facebook United States Social Networking
7 Snapchat 2 Snapchat United States Photo and Video
8 LINE 2 LINE Japan Social Networking
9 Skype 2 Microsoft United States Social Networking
10 嘀嘀打车 (Didi Dache) 6 小桔科技 (Xiaoju Technology) China Travel
SOURCE: App Annie Index ™

 

嘀嘀打车 (Didi Dache), the China-based taxi booking service, made substantial gains to join the Top 10 apps outside of games by monthly iOS downloads in March. The service now reports over 5 million taxi bookings a dayup from around 350 thousand per day in January. Publisher 小桔科技 (Xiaoju Technology) recently closed a $100 million funding round, which included Tencent as a key investor. Integration with WeChat has been an important factor in the growth of 嘀嘀打车 (Didi Dache), utilizing the messaging app’s 355 million monthly active users, as well as offering fare discounts for using its mobile payment service.

LINE reached the Top 10 apps by monthly iOS downloads outside of games after a strong international performance in February, and continued these gains in March. In particular, App Annie Intelligence shows that the app saw big gains in the United States around mid-March. This has clearly been identified as a key market for LINE. The publisher is making substantial investments in marketing in the United States, rumored to be around $10 million. In addition to the overseas markets, LINE continued to perform strongly in Japan, making steady gains during March.

 

image08 - LINE Chart

LINE saw a substantial jump in download rank in the United States in mid-March as marketing efforts intensified.

 

Top Apps by Monthly Downloads Excluding GamesGoogle Play March 2014
  App Rank Change
vs. Feb 2014
Publisher Headquarters Category
1 Facebook Facebook United States Social
2 WhatsApp Messenger Facebook United States Communication
3 Facebook Messenger Facebook United States Communication
4 Clean Master Kingsoft Internet Software* China Tools
5 Instagram 1 Facebook United States Social
6 Skype 1 Microsoft United States Communication
7 Viber 1 Rakuten Japan Communication
8 LINE 1 LINE Japan Communication
9 Clean Master Security 16 Kingsoft Internet Software* China Tools/Productivity
10 Twitter 1 Twitter United States Social
SOURCE: App Annie Index ™

* Kingsoft Internet Software changed its name to Cheetah Mobile on April 2, 2014

 

The Q1 2014 Market Index noted the growing prominence of anti-virus apps on Google Play. In March, Clean Master Security showed strong worldwide growth, which lifted it into the Top 10 apps by monthly Google Play downloads outside of games. Growth was led by the United States, Mexico, and Brazil. Alongside the continued strength of Clean MasterClean Master Security gave Kingsoft Internet Software two of the Top 10 apps outside of games in March. This will be a welcome boost as the company, now called Cheetah Mobile, filed for IPO on April 2. The IPO is looking to raise around $300 million.

 

Top Apps by Monthly Revenue Excluding GamesiOS March 2014
  App Rank Change
vs. Feb 2014
Publisher Headquarters Category
1 Pandora Radio Pandora United States Music
2 LINE LINE Japan Social Networking
3 Zoosk 1 Zoosk United States Social Networking
4 MLB.com At Bat 9 MLB United States Sports
5 Skype Microsoft United States Social Networking
6 LINE PLAY LINE Japan Social Networking
7 Badoo Badoo United Kingdom Social Networking
8 Comics comiXology United States Books
9 TurboTax 2013 6 Intuit United States Finance
10 Deezer 2 Deezer France Music
SOURCE: App Annie Index ™

 

The start of the Major League Baseball season lifted MLB.com At Bat into the top five apps by monthly iOS revenue outside of games. The monthly and annual subscription in-app purchases created a significant jump in the app’s revenue rankings in late February in the United States. This coincided with the release of the 2014 update to MLB.com At Bat. A similar rise was evident in Canada, though its rank peaked towards the end of the month as the season got underway.

Deezer returned to the Top 10 iOS apps by monthly revenue outside of Games in March. App Annie Intelligence shows it continued to perform strongly in France, Brazil, and Mexico, with these markets leading revenue growth. Deezer will look to continue these gains, and announced an array of new features for mobile devices, including Flow music discovery and Playlist Radio. These features create more direct competition with other music streaming services, and provides a freemium model for mobile devices similar to Spotify’s. Deezer is also seeking to expand its audience through a partnership with Samsung, giving free access to Deezer’s Premium+ subscriptions to purchasers of the Samsung Galaxy S5 smartphone. 

 


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Top Apps by Monthly Revenue Excluding GamesGoogle Play March 2014
  App Rank Change
vs. Feb 2014
Publisher Headquarters Category
1 LINE LINE Japan Communication
2 LINE PLAY LINE Japan Social
3 LINE Manga 1 LINE Japan Comics
4 KakaoTalk 1 Kakao South Korea Communication
5 Pandora Radio 1 Pandora United States Music & Audio
6 WhatsApp Messenger 3 Facebook United States Communication
7 LINE Fortune-telling LINE Japan Entertainment
8 ポケットコロニー (PocketColony) 1 Cocone Japan Social
9 Comics 1 comiXology United States Comics
10 MLB.com At Bat 500+ MLB United States Sports
SOURCE: App Annie Index ™

 

Comics, along with publisher comiXology, were a regular feature of the Apps Index throughout 2013 and have appeared throughout 2014 so far. Its continued strong performances appear to have caught the attention of major tech companies, as comiXology announced its acquisition by Amazon in early April.

 

For those of you who also are looking for an update on top apps in gaming, please check out our March 2014 Games Index.

 

Notes:

  • The publisher and app rankings reported in the App Annie Index are based on the download and revenue estimates available through App Annie Intelligence.  The daily rank history charts and the home page feature app data are available to all users through App Annie’s app tracker solution, Store Stats.
  • While the Games Index covers games, the Apps Index provides app tracking on everything but games.  Note that the Top Publishers rankings in the Games Index are based solely on the publishers’ games downloads and revenue, while the Top Publishers rankings in the Apps Index are based on the publishers’ downloads and revenue from apps excluding games.
  • Through August 2013, publisher rankings in the App Annie Games Index and Apps Index were based on apps that ranked in the Top 1,000.  Effective with September data, publisher rankings are based on publishers’ full set of apps.
  • Through September 2013, similar versions of the same app with different names (e.g., NYTimes and NYTimes for iPad) were ranked separately. Effective with October data, similar versions of the same app with different names will be unified (e.g., NYTimes and NYTimes for iPad are now aggregated and ranked as a single NYTimes unified app).
  • In the first month in which an app becomes unified, its rank change in the Index will compare the unified app that month vs. its highest-ranking individual app in the month prior.  As a result, rank changes for newly unified apps may overstate ranking increases from February 2014 to March 2014.
  • In the iOS App Store, an app can be categorized under a Primary Category as well as an optional Secondary Category.  If an app has a Primary Category of Entertainment and a Secondary Category of Games, it is a candidate to be included in this Apps Index.  If the app’s Primary Category is Games and its Secondary Category is Entertainment, then it will not be included in this Apps Index; it is a candidate for the Games Index.
  • Note that the ranking approach used in the App Annie Index differs from that used in the iOS App Store.  In the latter, app rankings for a given category will include all apps whose Primary Category or Secondary Category matches that given category.  So an app can appear in the rankings for more than one category within the iOS App Store or in App Annie Store Stats rankings.
  • In Google Play, an app can be categorized under only one category, so there is no double-categorization.
  • Occasionally, a publisher may decide to shift an existing app from one category to another category.  In these cases, the App Annie Index will rank that app based on how it is categorized in the subsequent month.  Given that the App Annie Index now has a Games report and an Apps report, the scenario where an app’s recategorization could shift it from one Index to another is if its category changes from the Games category to a category other than Games or vice versa.
  • In the App Annie Index, all apps and publishers are reported under their parent publishers, where available; for example, the Instagram app is reported under its parent publisher Facebook, rather than its direct publisher Instagram. Note that if you view the Facebook parent publisher page on Store Stats, you will see the publishers under the parent publisher Facebook, including Instagram. The Instagram app will be listed under the Instagram publisher page.
  • App Annie Index revenue rankings are based on revenue that the iOS App Store and Google Play earned from paid downloads and in-app purchases.  They do not include revenue earned from in-app advertising.
  • Any non-App Annie trademarks or images used in this report are the property of their respective owners.  App Annie claims no rights in those trademarks.

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