Since the launch of the first Mobile application store that broadly introduced third- party applications in 2008, the Mobile application industry has been growing exponentially in terms of available content and revenue generation. This new scenario has brought up the need for business models more suitable for Mobile application organizations, and for methods to monitor the performance, dynamics, and evolution of applications and application stores. Several approaches to address these issues, such as the empirical analysis, have already been applied in countries like Italy and Turkey. This thesis aim is to assess the fundamental principles of the Mobile industry in Brazil through an empirical analysis, with focus on the Mobile application environment. The empirical analysis targets the two main Mobile application stores–namely Apple’s AppStore and Google’s Google Play. The findings show that, first, average prices of Mobile applications are higher on Google Play than on AppStore. Second, most of download and revenue generated through the application stores go to large developers, showing that currently there are very few winners in the Mobile application industry. Third, in-app purchase model has established itself as the preferred revenue model among developers on both application stores. Fourth, two alternative methods to reckon the number of daily downloads of top downloaded applications are presented; the estimates suggest that the top paid downloaded application on AppStore have approximately 30 times more daily downloads than the top one on Google Play. Finally, a market assessment analysis is performed in order to yield factual information for two Italian Mobile applications that were to be introduced in Brazil.
A partire dal lancio, nel 2008, del primo store per Applicazioni Mobile, che ha introdotto applicazioni di terze parti, il settore delle Mobile Applications è cresciuto in maniera esponenziale sia in termini di contenuto che di generazione di ricavi. Questo nuovo scenario ha introdotto la necessità di creare business models più adatti alle organizzazioni di Mobile Applications, e di metodi per monitorare le performance, le dinamiche, e l'evoluzione di applicazioni e Applications stores. Sono già stati sviluppati e applicati molti metodi per affrontare queste problematiche in paesi quali l'Italia e la Turchia. Questa tesi ha l'obiettivo di determinare i principi fondamentali dell'industria Mobile in Brasile attraverso un'analisi empirica, con un focus sull'ambiente delle mobile Applications. L'analisi empirica è basata su i due maggiori Applications store, ovvero Apple Store e Google Play. I risultati mostrano che, da un lato, i prezzi medi delle applicazioni mobile sono più alti su Google Play rispetto ad App Store e, dall'altro lato, che la maggior parte dei download e dei ricavi generati dalle applicazioni vanno a pochi, importanti, sviluppatori, mostrando che allo stato attuale ci sono ben pochi vincitori nell'industria delle Mobile Applications. Inoltre, il modello degli acquisti in-app risulta essere diventato il metodo di guadagno preferito dagli sviluppatori in entrambi gli stores. Sono poi presentati due metodi alternativi per calcolare il numero di download giornalieri delle applicazioni più scaricate; le stime suggeriscono che le applicazioni a pagamento maggiormente scaricate nell'App Store hanno un numero di download 30 volte maggiore rispetto alle migliori su Google Play. Infine, è presentata un'analisi di mercato per ottenere informazioni pratiche riguardo a due applicazioni mobile italiane che devono essere lanciate in Brasile.
Mobile applications : an empirical analysis of the main application stores in Brazil and two case studies
CIRELLI, MARCELO
2012/2013
Abstract
Since the launch of the first Mobile application store that broadly introduced third- party applications in 2008, the Mobile application industry has been growing exponentially in terms of available content and revenue generation. This new scenario has brought up the need for business models more suitable for Mobile application organizations, and for methods to monitor the performance, dynamics, and evolution of applications and application stores. Several approaches to address these issues, such as the empirical analysis, have already been applied in countries like Italy and Turkey. This thesis aim is to assess the fundamental principles of the Mobile industry in Brazil through an empirical analysis, with focus on the Mobile application environment. The empirical analysis targets the two main Mobile application stores–namely Apple’s AppStore and Google’s Google Play. The findings show that, first, average prices of Mobile applications are higher on Google Play than on AppStore. Second, most of download and revenue generated through the application stores go to large developers, showing that currently there are very few winners in the Mobile application industry. Third, in-app purchase model has established itself as the preferred revenue model among developers on both application stores. Fourth, two alternative methods to reckon the number of daily downloads of top downloaded applications are presented; the estimates suggest that the top paid downloaded application on AppStore have approximately 30 times more daily downloads than the top one on Google Play. Finally, a market assessment analysis is performed in order to yield factual information for two Italian Mobile applications that were to be introduced in Brazil.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/80705