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Erfolgsgeheimnis des Apple App Stores: Eine diffusionstheoretische Analyse

Erfolgsgeheimnis des Apple App Stores: Eine diffusionstheoretische Analyse

          
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About the Book

Als erster Smartphone-Hersteller eröffnete der amerikanische Computerkonzern Apple im Juli 2008 eine eigene Online-Distributionsplattform für seine iPhone- und iPod-Applikationen - den Apple App Store. Das Geschäftsmodell: Ein virtueller Marktplatz, auf dem eigenständige Entwickler und App-Entwicklungsagenturen ihre Applikationen zu einem individuellen Kaufpreis anbieten und den Nutzer bequem über die vorinstallierte Anwendung auf ihrem Gerät erreichen. Gleichzeitig mit dem Absatzmarkt für Smartphones explodierte auch der Markt für die entsprechenden mobilen Anwendungen. Binnen weniger Jahre entwickelte sich der Apple App Store zu einem der erfolgreichsten Marktplätze für Software weltweit: Angefangen mit 500 Applikationen verzeichnet das Unternehmen vier Jahre später rund 650.000 Apps, 400 Millionen Nutzer und 30 Milliarden Downloads und setzte damit neue Maßstäbe. Wie kam es zu einer solch bemerkenswerten Adoption der beiden Marktseiten? Wie erklärt sich die schnelle Diffusion, also die Verbreitung, dieser Innovation? Was ist das Erfolgsgeheimnis des Apple App Stores? Zur Erklärung dieses Phänomens analysiert die Autorin das Geschäftsmodell und sein Wirkungsgeflecht aus diffusionstheoretischer Sicht. In diesem Buch identifiziert sie Diffusionstreiber und -hemmnisse, untersucht die besondere Rolle indirekter Netzeffekte und geht dabei sowohl auf marketingspezifische, programmiertechnische als auch auf strategische Aspekte ein. Die Frage danach, was Experten der Branche meinen, wie Konkurrent Google mit seinem Android Market Marktanteile steigert, und welche Zukunftsszenarien denkbar sind, wird ebenfalls in diesem Buch beantwortet.
About the Author: Lydia Schmidt, B.Sc., wurde 1988 in Elmshorn bei Hamburg geboren und schloss ihr Studium der Betriebswirtschaftslehre mit den Studienschwerpunkten Marketing und Wirtschaftsinformatik an der Freien Universität Berlin im Jahre 2012 mit dem akademischen Grad Bachelor of Science erfolgreich ab. Bereits während des Studiums sammelte sie praktische Erfahrung in der aufstrebenden Mobile Branche und der Berliner Start-Up Szene. Bei der Smart Mobile Factory GmbH, einer Agentur für strategische Beratung für mobile Geschäftsmodelle und App-Entwicklung mit Sitz in Berlin, gründete und leitete sie von 2010 bis 2012 die PR- und Kommunikationsabteilung. Die Dynamik und der hohe Innovationsgrad dieses neuen Marktes motivierten sie dazu, sich auch wissenschaftlich mit dem Geschäftsmodell Application Marketplace zu befassen und dieses Buch zu schreiben.


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Product Details
  • ISBN-13: 9783863414771
  • Publisher: Bachelor + Master Publishing
  • Publisher Imprint: Bachelor + Master Publishing
  • Height: 210 mm
  • No of Pages: 52
  • Series Title: German
  • Sub Title: Eine diffusionstheoretische Analyse
  • Width: 148 mm
  • ISBN-10: 3863414772
  • Publisher Date: 27 Nov 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 72 gr


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