The Evolution and Dynamics of the Mobile App Economy: Strategies for Innovating and Marketing Mobile Apps

Mobile apps have become big business. Once they came pre-loaded onto mobile phones and were largely distributed by mobile phone carriers. Consumers had limited choice, and developers had limited access to the market. All that changed with the arrival of the app store: first from Apple, and then from every other major platform. App stores have been with us for less than a decade but already there are more than a million mobile apps available across the mobile platforms, and by 2016 the mobile app market is expected to generate $74 billion in revenue.

While there exists a host of different models to make money through mobile apps, there is an expectation that most apps will be free. Competition is also strong in the mobile app market. Each week tens of thousands of new mobile apps are released and app developers have to work hard to get their mobile apps noticed. Only mobile apps that truly innovative can rise above the crowd.

This book looks to provide its readers a deeper understanding of the evolution and dynamics of the mobile app economy. Using a combination of primary research and case studies, the book provides useful tools for evaluating the market potential of new mobile apps and how to market them. The research findings and case studies also provide food for thought in defining a new business model or reinforcing existing decisions.