Affärsmodeller och Strategier i Apples Appstore

Detta är en D-uppsats från Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Författare: Martin Sandberg; [2010]

Nyckelord: Services; Pricing; Apple; Iphone; App;

Sammanfattning: Apple has since their launch of the Iphone series created a billion dollar business with the market place Appstore. Third-party apps have disrupted the mobile industry, attracted a high number of developers and set the standard for the industry. Despite success, this market has yet not been the topic of any academic study, a fact that makes this thesis important. Under the assumption that apps can be regarded as a service, traditional service marketing theories have been applied with the research goal to map existing business models, evaluate revenue potential and understand best practices of marketing techniques. A series of qualitative interviews with representatives from the difference business models, backed by secondary data describing the domain shows how the Appstore has evolved over time and which marketing practices that appear successful. In App Purchases and producing apps to clients are the winning strategies at the moment. For the rest, it’s a guessing game and potentially unsustainable business, depending on the personal definition of success. Applied services marketing theories seem to work well for describing and reasoning around the questions that actors need to consider.

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