STRATEGIC MONETIZATION AND UPGRADING DECISIONS FOR MOBILE APPLICATIONS

dc.contributor.advisorZhang, Jieen_US
dc.contributor.advisorWedel, Michelen_US
dc.contributor.authorLee, Seoungwooen_US
dc.contributor.departmentBusiness and Management: Marketingen_US
dc.contributor.publisherDigital Repository at the University of Marylanden_US
dc.contributor.publisherUniversity of Maryland (College Park, Md.)en_US
dc.date.accessioned2017-06-22T06:21:30Z
dc.date.available2017-06-22T06:21:30Z
dc.date.issued2017en_US
dc.description.abstractThe mobile applications (apps) market has been growing steadily, propelled by rapid technological developments and consumer adoption of smartphones and tablet personal computers. In this dissertation research, I study app publishers’ strategic monetization and upgrading decisions. The first essay studies app publishers’ dynamic forward-looking decisions on offering different versions of an app: free, paid, or both (i.e., freemium), and investigates alternative commission schemes which could benefit both app publishers and an app platform. My findings lead to recommendations on how one may improve the current commission structure to achieve mutual benefits for both the platform and app publishers. The second essay examines strategic upgrading decisions of mobile apps by taking into consideration of their interconnections with versioning decisions and between the free and paid versions of an app. Our joint model of versioning and upgrading decisions provides estimates of various revenues and costs associated with the two decisions, and our policy simulations based on the model estimates examine the soundness of certain current practices and identifies opportunities to improve app publishers’ profits, the app distribution platform’ revenue, and the eco-system payoff. This dissertation research provides a range of policy recommendations to key players in the mobile app industry.en_US
dc.identifierhttps://doi.org/10.13016/M2987V
dc.identifier.urihttp://hdl.handle.net/1903/19474
dc.language.isoenen_US
dc.subject.pqcontrolledMarketingen_US
dc.subject.pqcontrolledEconomicsen_US
dc.subject.pqcontrolledStatisticsen_US
dc.subject.pquncontrolledapp demanden_US
dc.subject.pquncontrolledapp distribution platformen_US
dc.subject.pquncontrolledapp upgradeen_US
dc.subject.pquncontrolledapp versioningen_US
dc.subject.pquncontrolledBayesian estimationen_US
dc.subject.pquncontrolledmobile applicationsen_US
dc.titleSTRATEGIC MONETIZATION AND UPGRADING DECISIONS FOR MOBILE APPLICATIONSen_US
dc.typeDissertationen_US

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