Marketing Analysis of Mobile Applications
The Viability of Mobile Applications as a Marketing Tool
Introduction and Definition
Mobile applications are software that run on Smartphones with the purpose of adding value to consumers smartphones, by increasing their phones functionality. Traditionally mobile applications were distributed with the intensions of acquiring direct revenue from either incorporating advertisements on the applications through the use of banners, or charging a download fee. In recent years the viability for apps to be created solely for marketing purposes has emerged, which varies from the traditional direct R.O.I. models. Due to the fact that mobile apps are generated by independent third parties, and that creativity is not limited by strict predetermined development guidelines, the potential for application functionality is virtually limitless. Some possible usages of an application as a marketing tool are; allowing consumers to utilize an online service such as product customization with only their smartphone available to them, allowing consumers to access inventory levels and bundle packages at real time indicating changing pricing options, allowing consumers to order products from wherever they are, and countless others. The previous examples outline an applications ability to respectively affect and communicate an organizations Product or Service, Pricing and Promotions, and Placement to their consumers who also own smartphones. After outlining vague examples of how mobile applications can affect an organizations Price, Placement, Promotion, and Product it is undeniable that mobile applications have the ability to manipulate an organizations marketing function.
ROGERS FROM CUSTOMER AND BUSINESS PERSPECTIVE
Relative Advantage
Roger’s relative advantage refers to the degree to which the innovation is observed to be better than what it replaces. In the case of mobile apps, this innovation is a fairly new and original innovation, however if you were to argue which technology
Introduction and Definition
Mobile applications are software that run on Smartphones with the purpose of adding value to consumers smartphones, by increasing their phones functionality. Traditionally mobile applications were distributed with the intensions of acquiring direct revenue from either incorporating advertisements on the applications through the use of banners, or charging a download fee. In recent years the viability for apps to be created solely for marketing purposes has emerged, which varies from the traditional direct R.O.I. models. Due to the fact that mobile apps are generated by independent third parties, and that creativity is not limited by strict predetermined development guidelines, the potential for application functionality is virtually limitless. Some possible usages of an application as a marketing tool are; allowing consumers to utilize an online service such as product customization with only their smartphone available to them, allowing consumers to access inventory levels and bundle packages at real time indicating changing pricing options, allowing consumers to order products from wherever they are, and countless others. The previous examples outline an applications ability to respectively affect and communicate an organizations Product or Service, Pricing and Promotions, and Placement to their consumers who also own smartphones. After outlining vague examples of how mobile applications can affect an organizations Price, Placement, Promotion, and Product it is undeniable that mobile applications have the ability to manipulate an organizations marketing function.
ROGERS FROM CUSTOMER AND BUSINESS PERSPECTIVE
Relative Advantage
Roger’s relative advantage refers to the degree to which the innovation is observed to be better than what it replaces. In the case of mobile apps, this innovation is a fairly new and original innovation, however if you were to argue which technology