1. Preferences And Directions For
Improving The Government's
Management In Mobile
Applications In Korea
JiWon Park(YeungNam UV. PSM)
SeungIl Kang(SK Planet.Manager)
HanWoo Park(YeungNam. Prof.)

2. Abstract
•
This paper examines the South Korean government's current state in
operating mobile applications that the central/local government released,
through conducting a preference survey of each mobile app. Analyzing the
preference by categories, this document is intended to provide a direction
for improving the current government's operation/management in mobile
apps. This study was based on the number of application downloads. This
study used ‘T-test’, which reflected high level of preferences for apps made
by between the Korean government and the local governments, and the
type of the application preferences were analyzed using ANOVA,
respectively. The findings indicate that it is higher interest for apps made by
the central government organizations than local governments. And both
‘Commerce applications’ for credit transfers or booking performances and
‘Local based applications’ for providing surrounding places near someone
located are much higher preferences than information based services.
There is still limit to acquire related information and statistics such as the
kind of apps and their downloaded numbers. There will be a potential study
to collect more related references it could be assumed that the government
operates more systematically in the near future.

3. Introduction
• Recently, anyone can use smartphone. In the United States, with
IBM and BellSouth's joint venture, they created the first smartphone
called Simon, which was originally called PDA (Personal Digital
Assitance). In November 2009, iPhone was launched in Korea, and
because of the sudden popularity of smartphones, many mobile
application were developed. Because of smartphone's advantages
like portability, mobility, function, and content's variety of services,
people are expected to become more dependent on it. The biggest
difference between old mobile devices and smartphones are the
wide variety of applications which helps its users in their everyday
lives. According to the Korean Communications Commission (2001),
old mobile devices use basic voice communications, while
smartphones use built-in computer functions like internet, alarm
clock, calendar utilization, music, chat, games, map service,
scheduling, and performing tasks to simplify our daily activities.

4. Introduction
• As a result, through smartphone's applications, government of each
country can take advantage of this feature. Countries around the
world utilize this technology to interact and communicate with
citizens to encourage them for their active participation in the
decision-making process and promote the "open government" policy.
In 2009, the United States Federal government operated the egovernment services, which is based on the operating principles of
President Obama's State of the Union. During Clinton's
administration, the e-government policy began with the main focus
on the technical aspect of the homepage to SNS . This change was
made for the government agencies and citizens to be able to freely
give feedback to each other. With the advancement of mobile
technology, e-government policies, are now evolving as a service
application. From the introduction of e-government services to the
present, government application services are expanding and
developing their technologies to improve higher level of citizen's
participation. But so far, the county has not implemented it properly.

5. Introduction
• Thus, the importance of research on
smartphone application users are very huge.
In addition, the government should observe
with interest how the citizens are affected
with this applications. The government
produces and distributes, but the empirical
study on the application preferences are hard
to find. Therefore, this research was
produced by the government depending on
the types of public institutions, and whether
there is any difference in citizen's preference.

6. Literature Review and Research
Questions
2.1 Applications
• Application is a software in the mobile device.
Gartner said that in 2010 4.5 billion
application download in the world were
recorded, and by 2013 a total of 21.6 billion
downloads are expected to increase. Market
was expected to grow rapidly to $ 29.5 billion
in 2013 from $ 6.8 billion in 2010 . ( Choi
Yong fungus , 2010)

7. Literature Review and Research
Questions
2.2 Government agencies, and Mobile App Services
• Korea's e-government started in 1994 with high-speed
telecommunication-based discussion. In 1997, e-government
foundation was established and became a full-scale business
in 2001( yijaejeong , new Faint Smell , choehongseok , 2007).
• According to the Information Planning Department of the
future of Korea Information Agency, the Ministry of Publication
Adminstration and Security announced the plan to promote
smart e-government in March 30, 2011.
• The main content of the plan is to become 'the world's best in
mobile e-government', along side are the 5 major agendas
and 43 detailed challenges.

8. Literature Review and Research
Questions
2.2 Government agencies, and Mobile App Services
• These related promotion details will advance
people's lives through their existing information
systems such as their smartphones, tablet PC, etc.
Details such as mobility, camera, location-based,
augmented reality, etc are utilized to develop
public service. Also, "mobile office" is made
possible for the people on the go. The local
government and central government supplied for
this service to be available. This allows social
networking services like twitter and SNS to be
adopted by the government.

9. Literature Review and Research
Questions
2.2 Government agencies, and Mobile App Services
• Johuijeong (2011 ), divided 3 steps that the government agency in
promoting the development of public services using mobile devices.
• The first step is the mobile Web model,
• The government partially produced app using the original e-government
web portal service or top web service.
• In Step 2, the government produced a mobile app services
• The services that can be performed in the application are Complaint
handling , issuing civil documents , policy proposals , and open information
service operation.
• Step 3 citizens produce the mobile app model. Government App SDK
(Software Development Kit) allows the public to develop any apps for the
government. The income gained from this service will be shared to the
public or for donation to the unprivileged community. Therefore, public app
stores are activated and the increase in mobile culture will expand, making
a positive cycle that will benefit the people.

10. Literature Review and Research
Questions
2.2 Government agencies, and Mobile App Services
• Park Geun-Hye operated government 3.0.
• Kim Mincheol said that in government 3.0 people are not only
consumers but also prosumer. Not only the central government but
also the local government operates in the individual's administrative
services using mobile apps.
• According to Sonhuijun, the financial adjustment system between
the local and central institutions are increasingly becoming more
complex that it can have the tendency for centralization to intensify.
Therefore, the local government reduced the funding depending on
the central government's financial issues. Because of this issue, the
local government are experiencing difficulty in creating and
maintaining high-quality apps that will satisfy the citizens.
• Then the so-called digital divide (Digital Divide) occurs, it is when
the people in the province are having difficulty in getting higher level
of service than the people in the capital area.

11. Literature Review and Research
Questions
2.3 Users of smartphones and mobile apps
research
• Research on mobile app adoption to
smartphones and the use of factors related to
motivation and satisfaction are in progress.
Sonyoungjun and gimoktae (2011 ) analyzed
the cause of adopting smartphones and they
divide each users according to their
experience in using smartphones.

12. Literature Review and Research
Questions
2.3 Users of smartphones and mobile apps research
• Park ingon and Sin donghui (2010) said people are
looking for new satisfaction, like "social status."
• Young-Joo Kim and Lee Eun Joo (2012) focused their
research on smartphone's role in variety media
consumption process such as using the smartphone
for reading newspaper and watching movies.
• Similarly, Choi Minjae (2013) studied whether the
spread of smartphone's real-time broadcasting app
can replace home TV viewing and video services.

13. Introduction
2.3 Users of smartphones and mobile apps research
• In addition, a number of researches focusing on
smartphones apps are currently being studied.
However, despite the growing number of researchers,
there is a relatively low focus on app analysis.
• In this paper, research questions on the empirical
study on public institution application services'
preferences are formed.
RQ1 . Depending on the type of institution, is there a
difference in the application preferences?
RQ2 . Depending on the type of app, is there a
difference in people's preferences?

14. Methods
3.1 Coding Method
1) the central government and local governments App Preference
• To find out the central government and local government's app
preferences, 50 downloaded apps were collected from the Korean
Government Portal in May 7, 2013. Of which, 48 apps were
analyzed because of the lack of available data.
• To analyze the download counts, data were classified according to
central government and local government. Log was used in order to
normalize the download counts using T-test. Independent variables
are the central and local government, and the dependent variable is
the add download counts.
• In other words, based on Google play's range download, 0~50,
50~100, 100~500, 500~1,000…5,000,000~10,000,000...with each
middle value of 25, 75, 300, 750 … 7,500,000, using Log for
normalization and T-test.

15. Methods
3.1 Coding Method
2) app type and preferences
• Smartphone apps were categorized depending on their function and usage.
• Yunyoungbae and others ( 2011) divided 4 types of mobile app's according to its purpose.
• 1. Location-based service such as navigation and location-based service which is the
primary purpose
• 2. Commerce-based service such as stock trading, banking, etc.
• 3. Communication-based service such as SNS messenger and information sharing
• 4. Information-based service such as news, education, etc.
• According to hongseongmin , gimhyeonseok grace spirit , jeongwangyong (2011), South
Korea and the US divided app properties according to their preferences. App attributes
were classified as follows: pleasurable entertainment, pursuit of mobility, pursuit of
knowledge, pursuit of efficient service, pursuit of emotional tool, and pursuit of interest
information.
• In addition, Young-Joo Kim , jeongjaemin , Lee Eun Joo (2011), classified 6 types of app:
news / information , leisure / entertainment , communication , productivity, location-based
services, and transactions.

16. Methods
3.1 Coding Method
2) app type and preferences
• Based on the following classifications, I
recreated the type of service apps below.

17. Methods
3.1 Coding Method
2) app type and preferences
• From the data collected in May 7, 2013 from the Korean
Government Portal, of which 48 apps were analyzed and
were classified into 3 types namely: Location-based service,
Commerce-based service, and Information-based service
depending on their preferences. However, in order to simply
the name types, I replaced "Location based service" to
"Location," "Commerce based service" to "Commerce," and
"Information based service" to "Information." I identified the
independent variables as "Location," "Commerce," and
"Information," while the download count as the dependent
variable and I used ANOVA.

18. Result

19. Result

20. Result

21. Findings and discussion
1. with respect to app preference, there was a
meaninful difference between apps created by
governmetal institutions and apps created by
regional government
- people were more likely to download the former
than the latter.
- This result infers that perceived utility, percievd
ease of use, system quality, and ubiquitousness of
the apps created by govenmental insititutions are
more positively eveluated by users than the apps
created by regional goverment.

22. Findings and discussion
2. with the respect to the types of apps and the number of their
download, commerce was perfered than any other types. The
next type was location-based apps.
- This result suggests that apps providing simple
information may not be enough to attract users.
- This also suggests that app developers should consider the
mobility that is provided by smartphones since users usually
download and use apps via mobile devices.
3. The overall results imply that there is a need to support
regional governemnt to develop high quality apps and this
support eventally helps to realize digital governance pursued by
the current regime.

23. Thank you