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Success in app
distribution platforms :
the contribution of App
Diversity and App
Cohesivity.
City University of Hong Kong...
- Online Platforms
- Definition of
terms/perspectives
- Methodology
- Analysis and Results
- Conclusion
Discussion Outline
Online Distribution Platforms
- Of increasing importance as a means to reach
customers (mobile > web usage)
- Rapid growin...
Platforms
“An the extensible codebase of a software
based system that provides core
functionality shared by the modules th...
Apps
Applications (apps) refer to modular
pieces of software designed to run within
specific platforms and are deeply
inte...
Platforms - “A Model of Software Delivery”
Platform
Apps
Runtime Env.
Distribution
Channel
Android Apps
Android OS
Google ...
Related Work
- Portfolio diversification improves
performance (Lee et al 2011)
- app positioning, developer actions, and u...
Success
Several indicators have been proposed – traffic,
downloads, subscribers (Crowston et al. 2003)
We chose the downlo...
Terms – App Diversity
App Diversity – The number
of locales (language based
geographical user sets) that
an app supports. ...
Perspectives on App Diversity and
success
“A transaction cost is a cost incurred in
making an economic exchange”
- Platfor...
Terms – App Cohesivity
App Cohesivity – The degree of
integration an app possesses
with its platform
services/resources.
-...
Perspectives on App Cohesivity and
success
- Platforms provide a list of services via
permissions
- Apps can leverage thos...
Methodology
Study sample
• Collected data points on
apps within the Windows
Phone App store.
• Windows platform is still
e...
Methodology
Analytical Procedure
We perform
ordinary least
squares (OLS)
regression analysis
to test our
hypothesis regarding
the impa...
Variables
Dependent : Rank
Independent : languagesupport, permissionset
Controls : publisherProlificacy (number of publish...
Regression Results
Negatve coefficients imply a positive effect as rank is reverse chronological (a rank value of of 1 > r...
Regression Results
- App Diversity and App Cohesivity are
positively associated with app success
- But this relationship only occurs when the...
Well, the
new price of
apps is free .
Limitations / Future Work
• Conducting same study on other
platforms were possible (e.g iTunes,
Play). The effects may be ...
Victor Dibia
dibia.victor@my.cityu.edu.hk
Recommended Citation
Victor Dibia, Christian Wagner (2015), "Success Within App ...
Methodology
Mobile App Success : The Role of App Diversity (localization) and App Cohesivity
Mobile App Success : The Role of App Diversity (localization) and App Cohesivity
Mobile App Success : The Role of App Diversity (localization) and App Cohesivity
Mobile App Success : The Role of App Diversity (localization) and App Cohesivity
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Mobile App Success : The Role of App Diversity (localization) and App Cohesivity

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As the plethora of mobile apps continues to grow, app
publishers are increasingly ask the question - what can I do to have a successful app? In this report, we adopt theoretical lens from
transaction cost theory and economic utility in the
development and test of a model that examines the
impacts of app diversity and app cohesivity on app
success. Using data gathered from the Microsoft
Windows Phone App distribution platform, our main
conclusions are as follows: app diversity (the number
of geographic locales an app is built to support) is of
particular significance as a potential driver of app
success within platforms and app cohesivity (a measure
of integration with the platforms services) is positively
associated with app success (its download count/rank
within the platform). Interestingly, both relationships
appear to be moderated by the pricing scheme (free/paid) adopted by publishers for that app.

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Mobile App Success : The Role of App Diversity (localization) and App Cohesivity

  1. 1. Success in app distribution platforms : the contribution of App Diversity and App Cohesivity. City University of Hong Kong City University of Hong Kong City University of Hong Kong Hawaii International Conference on Systems Sciences January 5, 2015
  2. 2. - Online Platforms - Definition of terms/perspectives - Methodology - Analysis and Results - Conclusion Discussion Outline
  3. 3. Online Distribution Platforms - Of increasing importance as a means to reach customers (mobile > web usage) - Rapid growing phenomenon (29k – 1 million apps in 5 years) - Enterprises are beginning to include apps in their strategy. The space is getting crowded, how can enterprise or independent vendors succeed ?
  4. 4. Platforms “An the extensible codebase of a software based system that provides core functionality shared by the modules that interoperate with it, and the interfaces through which they interoperate “ (Tiwana et al , 2010)
  5. 5. Apps Applications (apps) refer to modular pieces of software designed to run within specific platforms and are deeply integrated with features sets made available by the platforms. (Adapted from Tiwana et al 2010)
  6. 6. Platforms - “A Model of Software Delivery” Platform Apps Runtime Env. Distribution Channel Android Apps Android OS Google Play FireFox Addons FireFox Browser FireFox Marketplace Platform Platform Platform
  7. 7. Related Work - Portfolio diversification improves performance (Lee et al 2011) - app positioning, developer actions, and user engagement impact performance. (Kajana et al 2012).
  8. 8. Success Several indicators have been proposed – traffic, downloads, subscribers (Crowston et al. 2003) We chose the downloads indicator. Operationalized as the rank (downloads) of an app
  9. 9. Terms – App Diversity App Diversity – The number of locales (language based geographical user sets) that an app supports. Also referred to as localization Operationalized as a count of the indicated languages supported.
  10. 10. Perspectives on App Diversity and success “A transaction cost is a cost incurred in making an economic exchange” - Platforms have global instant reach - Within platforms focus is on users - Multilingual support can lower search/information costs for users H1 – Language support is positively associated with an apps rank within distribution platforms
  11. 11. Terms – App Cohesivity App Cohesivity – The degree of integration an app possesses with its platform services/resources. - A software platform may provide access to platform resources such GPS, Camera, File Systems, Payment authorization etc. Operationalized as a count of the number of platform services which an app requires.
  12. 12. Perspectives on App Cohesivity and success - Platforms provide a list of services via permissions - Apps can leverage those features in providing better customization and more functions. - These can increase customer utility. E.g an app using gps/contact/email access for better recommendation or using a camera for automatic translation. H2 – App Cohesivity is positively associated with an apps rank within distribution platforms
  13. 13. Methodology Study sample • Collected data points on apps within the Windows Phone App store. • Windows platform is still evolving and provides more statistics on its apps making it a suitable test bed. 1100 Apps from the Top Free (600) list and Top Paid List(500).
  14. 14. Methodology
  15. 15. Analytical Procedure We perform ordinary least squares (OLS) regression analysis to test our hypothesis regarding the impact of app attributes on its ranking for free and paid apps. Choice based sampling on the top 2000 apps on each list.
  16. 16. Variables Dependent : Rank Independent : languagesupport, permissionset Controls : publisherProlificacy (number of published apps), actual price, packagesize, platformversions, description, screenshots, (social media, twitter/facebook interactions)
  17. 17. Regression Results Negatve coefficients imply a positive effect as rank is reverse chronological (a rank value of of 1 > rank value of 100 )
  18. 18. Regression Results
  19. 19. - App Diversity and App Cohesivity are positively associated with app success - But this relationship only occurs when the app is free. Lesson for App publishers : When your app is free, increase your success odds by supporting more locales and by implementing permission based customizations.
  20. 20. Well, the new price of apps is free .
  21. 21. Limitations / Future Work • Conducting same study on other platforms were possible (e.g iTunes, Play). The effects may be different on other platforms. • Integrating both lists (free and paid) or a unified picture of effects.
  22. 22. Victor Dibia dibia.victor@my.cityu.edu.hk Recommended Citation Victor Dibia, Christian Wagner (2015), "Success Within App Distribution Platforms: The Contribution Of App Diversity And App Cohesivity", HICSS 2015, 48th Hawaii International Conference on System Sciences, Hawaii , USA.
  23. 23. Methodology

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