Platform and Marketing Strategies of Platform-Based Mobile Application Stores

• Main Authors: Ping-Chi Wang, 王秉麒
• Other Authors: Chun-Yao Huang
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/26641976468084692779

碩士 === 國立臺灣大學 === 企業管理碩士專班 === 99 === Platform-based mobile application stores (app stores), initiated by Apple App Store and followed by other mobile platform providers such as Google, Research In Motion, and Microsoft, provide users an easier way to browse, compare, download, and install applications on mobile devices. The 70/30 revenue split between app stores and developers and introduction of new revenue models provide developers more monetization opportunities, and attract a fast-growing developer community to create all kinds of mobile applications on the mobile platform. By facilitating transactions, distributions, payments, and promotions, those mobile app stores have eliminated entry barriers and enabled a direct sales model from developers to users. As platform-based mobile app stores facilitate value-creating interactions between developers and users, both groups are expanding in such a virtuous circle. It also fosters mobile platform and device adoption in the smartphone market. In this thesis, we firstly examine the current status of smartphone platforms, mobile app stores, users, and developers. Following that, we analyze platform-based mobile app stores in revenue model and under the framework of catalyst platform. As a conclusion, we provide suggestions to app stores and developers in light of related marketing concepts and multi-sided catalyst platform strategies.