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1、SizingtheEUappeconomyMarkMulliganandDavidCardFebruary201416SizingtheEUAppEconomyExecutivesummaryAppsrunningonmobileandsocialplatformshavetransformedtheglobalgamingmarketanddisruptedtheorderofthetechnologyindustry.Theemergingplatformsandbusinessmodels
2、likeappstoresandfreemiumpricingareripplingthrough—ifnotrippingapart—enterprisetechsectors.AfewNordiccompanies—includingRovio,King.com,andSupercell—areshowingtremendoussuccessfrombeyondSiliconValley.ButwilltheemergingappeconomyrebootastrugglingEurope,
3、jump-startingjobgrowthandinfusingEuropeanUnioncountrieswithstartupenergy?Signsarepromising.ThisreportfocusesonsizingandqualifyingtheEUappecosystem,withaneyetowardrevenuegeneration,jobssupported,andthebottlenecksstillfacingEUappdevelopers.Keyfindingsf
4、romouranalysis,whichisbasedinpartontwosurveysofdeveloperstargetingEUmarkets,includethefollowing:·EUdeveloperstookin$23.7billion(€17.5billion)inrevenuein2013,andweforecastthatfigurewillincreaseto$85.3billion(€63billion)infiveyears.Butyoumightbesurpris
5、edwherealotofthatrevenuecomesfrom.Inadditionto$8.1billion(€6.0billion)inappsales,in-appspendingforvirtualgoods,andadvertising,EUdevelopersrecognized$15.6billion(€11.5billion)in2013fromcontractlabor.Andmuchofthedeveloper-for-hirebusinessisforcompanies
6、thataren’treallyintheappbusinesspersebutuseappstosupportandmarkettheirmainstreamofferingslikefinancialservices,retailing,andpackagedgoods.·Fewerthanhalfoftheindependentdeveloperswesurveyedsaidtheywereofferingservicesforhire,sothat’sapotentiallyuntapp
7、edmarketforstartups.Similarly,halfoftheenterprisesthatdidtheirownin-housedevelopmentalsousedthird-partydevelopers.Andin-housedevelopersarebyandlargemoresatisfiedinachievingtheircommercialobjectivesthanindependents,manyofwhomarefrustratedbylowprices,f
8、reeproducts,orbarelyemergingadrevenues.·TheEUapp-developerworkforcewillgrowfrom1millionin2013to2.8millionin2018.Additionalsupportandmarketingstaffresultintotalappeconomyjobsof1.8millionin2013,growingto4.8millionin2018.·EUdevelopersfacemorebusinesstha
