Key attributes of successful apps developed by companies learn from five successful enterprise apps and their marketing campaigns | |
| Author | Xu, Bin |
| Call Number | AIT Proj. no.SM-15-07 |
| Subject(s) | Enterprise application integration (Computer systems) Application software--Development |
| Note | A project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | With the booming market of smartphone, apps, a shortening of the term "smartphone application software", have became truly a global phenomenon with mass consumer appeal and have gradually replacing the old habit of computer browsing. Mobile apps economy is therefore created as entrepreneurs have changed the way business is done. However, the competition had become so stiff that getting consumers to download and use one app consistently is really challenge and requires sustained marketing effort from the beginning as with the explosion in number and variety of apps. Meanwhile, the cost of developing and launching an app is comparably high. The high cost and low reward for unsuccessful apps have put several companies into dilemma. The objectives of this study are two-fold. First, in depth search for the influential factors or attributes that makes some enterprise apps quite successful in helping to increase revenue, promote brand image and lock-in customers. Second, according to the factors learnt from companies’ perspective, a further investigation of the users’ perspective is made to discover the practical attributes from users’ perspective. Based on the data analysis and results, constructive conclusions and suggestions for App development and marketing campaign have been provided. |
| Year | 2015 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Badir, Yuose; |
| Examination Committee(s) | Vatcharapol Sukhotu;Igel, Barbara; |
| Scholarship Donor(s) | China Scholarship Council; |
| Degree | Project (M.B.A.) - Asian Institute of Technology, 2015 |