Introduction to Mobile

Application Development
ECI3169
DAY SCHOOL 5

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Business Models for Mobile Applications
Popular Mobile Application Business Models
◦ Pay per download – All paid apps in market
◦ In-app advertising – Apps with advertisements
◦ In-app purchase – Apps with feature enhancements, Game coins, etc.
◦ Subscription – Office 360 Subscription (Monthly basis recurring payment)
◦ Service – All apps used to provide services: ebay, Amazon, etc.
◦ Analytics – Apps provide valuable analytics to 3rd parties; Facebook, Google etc.

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Business Models for Mobile Applications
Application Monetizing Considerations
◦ User expectations
◦ Application development cost
◦ Application maintenance and recurring costs
◦ Market opportunities

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Business Models for Mobile Applications
User Expectations
Absolutely free apps without advertisements.
But can monetize app without hurting to user experiences.
In monetizing, consider category expectations;

Category Download In-App purchases I-App Sell Analytics

advertisements
Games Free / Paid Coins/ Expansion No ads during play Possible
packs time
News Free / Paid Remove Ads Ads for free version Possible
Utility Free / Paid Premium features Ads for free version Possible
Social Free Sticker Packs/ Possible Major concern
Premium features

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Business Models for Mobile Applications
Application development cost
◦ Hardware cost
◦ Software cost
◦ Salaries
◦ Spent Time
◦ Utility bills
◦ Travelling

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Business Models for Mobile Applications
Application Maintenance and Recurring costs
◦ Application hosting
◦ Connected services
◦ Promotions and advertiesments
◦ Monitor and maintain servers
◦ Fix bugs / issues
◦ Introduce new features
◦ Upgrade with platforms

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Business Models for Mobile Applications
Application Market Opportunities
◦ Red ocean or Blue ocean?
◦ How many people in target market?
◦ How many those have compatible devices to install app?
◦ How may of them will download app?
◦ How may of them will purchase premium version or In-App purchases?

Rule#1 Not more than 10%:

◦ If you are in red ocean, imagine, you can only reach 1% of the target market. For blue ocean, can reach
10%
◦ Only 10% of them will have compatible devices
◦ Only 10% of compatible device users will install the app

Rule#2 Only 1% go for paid version

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m-Commerce
Mobile Commerce, or m-Commerce, is about the explosion of applications and
services that are becoming accessible from Internet-enabled mobile devices.

◦ E-Commerce with mobile devices (PDAs, Cell Phones, Pagers, etc.)

◦ Different than E-Commerce? No, but additional challenges:
◦ Security
◦ Usability
◦ Technologies
◦ Business Model Issues

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Privacy, Personal Data and
Confidentiality
Privacy - an individual’s right to be free from intrusion or interference by others.
◦ It is a fundamental right in a free and democratic society.
◦ Individuals have privacy interests in relation to their bodies, personal information,
expressed thoughts and opinions, personal communications with others, and spaces
they occupy.
◦ Research affects these various domains of privacy in different ways, depending on its
objectives and methods.
◦ An important aspect of privacy is the right to control information about oneself.
◦ The concept of consent is related to the right to privacy.
◦ Privacy is respected if an individual has an opportunity to exercise control over
personal information by consenting to, or withholding consent for, the collection, use
and/or disclosure of information.

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Privacy, Personal Data and
Confidentiality
Personal Data - Identifiable Information
◦ The term “personal data” generally denotes identifiable information about an
individual.
◦ Information is identifiable if it may reasonably be expected to identify an individual,
when used alone or combined with other available information.
◦ Information is non-identifiable if it does not identify an individual, for all practical
purposes, when used alone or combined with other available information.
◦ Where researchers seek to collect, use, share and access different types of
information or data about mobile users, they are expected to determine whether the
information or data proposed in research may reasonably be expected to identify an
individual.

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Privacy, Personal Data and
Confidentiality
Confidentiality
◦ The ethical duty of confidentiality refers to the obligation of an individual or
organization to safeguard entrusted information.
◦ The ethical duty of confidentiality includes obligations to protect information from
unauthorized access, use, disclosure, modification, loss or theft.
◦ Fulfilling the ethical duty of confidentiality is essential to the trust relationship
between researcher and participant, and to the integrity of the research project.

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 Discussion

Access day school slides and resources from

http://goo.gl/dM7sEv

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