Dissertation/Thesis Abstract

Smartphone Apps on the Mobile Web: An Exploratory Case Study of Business Models
by Ford, Caroline Morgan, E.D.B., Georgia State University, 2012, 71; 3547598
Abstract (Summary)

The purpose of this research is to explore the business strategies of a firm seeking to develop and profitably market a mobile smartphone application to understand how small, digital entrepreneurships may build sustainable business models given substantial market barriers. Through a detailed examination of one firm's process to try to commercialize their mobile app, we identify various business model decisions and marketing strategy approaches that hindered the company's efforts. The case study describes two distinctly different business models adopted in succession, as well as the various adjustments the firm makes to its target market, distribution and pricing approach that led to their current strategy. This research looks closely at business-to-business-to-consumer distribution arrangement for mobile apps and in doing so challenges the rising positive bias that exists for the app store as the dominant actor in the mobile value chain. For practice, this paper suggests unanticipated hurdles small digital entrepreneurs may face if they rely heavily on mobile advertising and the app store to launch and sustain their business.

Indexing (document details)
Advisor: Ellen, Pam Scholder
Commitee: Edison, Steve W., Rigdon, Edward E.
School: Georgia State University
Department: Business
School Location: United States -- Georgia
Source: DAI-A 74/05(E), Dissertation Abstracts International
Subjects: Marketing, Entrepreneurship, Management, Information Technology
Keywords: Apps, Ebusiness models, Mobile advertising, Mobile application development, Mobile marketing, Mobile marketing strategy, Smartphone, Value creation in ebusiness
Publication Number: 3547598
ISBN: 978-1-267-82519-3
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