Mobile Computing & Application Stores

Hausarbeit, 2011
20 Seiten



1. Introduction

2. Mobile Applications
2.1 Mobile applications overview
2.2 Mobile application specific features and advantages
2.2.1 Features:
2.2.2 Advantages
2.3 Mobile application categories

3. Application Stores
3.1 A new player in the market
3.2 Two-sided market
3.3 Characteristics of Application stores

4. Mobile Banking
4.1 Overview
4.2 Strengths and Weaknesses
4.2.1 Strengths
4.2.2 Weaknesses
4.3 Importance and future evolution of mobile banking
4.5 Acceptance ofMobile Banking and generation oftrust
4.5.1 Recommendations
4.6 Demography
4.7Specific Products and Services
4.7.1 Mobile Payment:
4.7.2 Mobile Accounting:
4.7.3 Mobile Brokerage:
4.7.4 Mobile Financial Information Services

5. Conclusion

6. References

1. Introduction

The rapid growth of mobile applications in the recent years is closely related to the appearance and widespread use of smartphones and tablet computers. The emergence of these new technologies also triggers important changes in the market for mobile applications, shifting the market power from classic providers away to now market players. The convergence of Internet, mobile devices and wireless technologies also opened the way for mobile banking a s an innovative method for accessing banking services via mobile devices.

In this work, in chapter 2, a brief introduction into mobile applications, their features and advantages will be given. In chapter 3, a closer look will be taken on the application stores and their characteristics. Furthermore the changes, which are occurring in the market-structure due to the appearance of these application stores, will be described. Chapter 4 is entirely dedicated to the subject of mobile banking. Strengths and weaknesses of this special field for mobile applications will be shown and reasons identified why mobile banking still remains in its infancy. Furthermore some indications will be given, to which features a mobile banking provider must pay attention to be successful. Finally some concluding remarks summarize the gained insights of this work.

2. Mobile Applications

2.1 Mobile applications overview

Mobile applications are a rapidly growing and developing segment of the global market for mobile devices. Basically, they consist of software that runs on a mobile device and performs certain tasks for the user. Mobile computing had reached the research community quite some time ago and finally has found now they way to the commercial industry and mainstream users through PDAs and smartphones. The constant technological improvement in hardware, processing power and wireless network bandwidth further enhances the capabilities of mobile devices and at the same time increases the use of mobile applications. More than ever, mobile devices can run rich stand-alone applications as well as distributed client-server applications that information via web gateways.

For many years, the development of mobile services had been mostly under the control of network operators, phone manufacturers and content providers. This market structure has recently changed with the arrival of software companies with new mobile phones and platforms such as iPhone and Android. This shake-up led to an important changes in the market structure where the roles are now changing. Some actors are loosing control of certain aspects of the value chain (i.e. mobile network operators) and some new actors are generating revenue streams (i.e. portal providers) [Holzer and Ondrus, 2011].

2.2 Mobile application specific features and advantages

Mobile applications are characterized by some unique features, which equip them with certain advantages over conventional applications [Tiwari and Buse, 2007]:

2.2.1 Features:

1. Ubiquity:

Ubiquity means that the user can avail of services and carry out transactions largely independent of his current geographic location ("anywhere" feature). This makes it possible to offer location-based services, which are specific to a given context.

2. Immediacy:

Closely related to the feature of ubiquity is the possibility of real-time availment of services ("anytime" feature). This feature is particularly attractive for services that are time-critical and demand a fast reaction, e.g. stock market information for a broker. Additionally, the consumer can buy goods and services, as and when he feels the need. The immediacy of transaction helps to capture consumers at the moment of intention so that sales are not lost in the discrepancy between the point of intention and that of the actual purchase.

3. Localisation:

Positioning technologies, such as the Global Positioning System (GPS), allow companies to offer goods and services to the user specific to his current location. Location based services can be, thus, offered to meet consumers' needs and wishes for localised content and services.

4. Instant connectivity:

Ever since the introduction of the General Packet Radio Service (GPRS) mobile devices are constantly "online", i.e. in touch with the network ("always-on" feature). This feature brings convenience to the user, as time-consuming dial-up or boot processes are not necessary.

5. Pro-active functionality:

Mobile Applications opens, by the virtue of its ability to be immediate, local and personal, new avenues for push-marketing, such as content- and product offers. Services like "Opt-in advertising" can be offered, so that a user may choose the products, services and companies which he wants to be kept informed about. The Short Message Service (SMS) can be used to send brief text messages to consumers informing them of relevant local offerings that best suit their needs. This feature ensures that the "right" (relevant) information can be provided to the user at the "right" place, at the "right" time. On the other hand, the user does not have to fear missing some potentially crucial information or getting it too late.

6. Simple authentication procedure:

Mobile telecommunication devices function with an electronic chip called Subscriber Identity Module (SIM). The SIM is registered with the network operator and the owner is thus unambiguously identifiable. The clear identification of the user in combination with an individual Personal Identification Number (PIN) makes any further time-consuming, complicated and potentially inefficient authentication process redundant.

These unique features of Mobile Commerce can provide the user with the following concrete and specific advantages:

2.2.2 Advantages

1. Context-specific services:

Mobile Commerce makes it possible to offer location based services, which are specific to a given context (e.g. time of the day, location and the interests of the user). Such services offer new opportunities for personalised push-marketing in close proximity to the vendor thereby increasing the probability of sales. It enhances brand presence and thus encourages consumers to remain loyal to brands they are acquainted with.

2. Time-critical situations:

The ubiquity and immediacy of Mobile Applications allow the user to perform urgent tasks in an efficient manner, e.g. fast reaction to stock market developments irrespective of his current geographic location. It is also useful in emergency situations.

3. Spontaneous decisions and needs:

Spontaneous needs are not externally triggered and generally involve decisions that do not require a very careful consideration, e.g. purchase decisions involving small amounts of money. An example of such a service would be reserving a place in a restaurant or cinema spontaneously. Users may also be provided with access to entertainment content, e.g. horoscope, music or sport news while on the move and with free time on the hand.

4. Efficiency increase:

Mobile Commerce helps increase the productivity of the workforce by increasing the efficiency of their daily routines. Time-pressured consumers (employees) can use 'dead spots' in the day, e.g. during the daily travel to and from workplace, more effectively. This can be utilised, e.g. to check e-mails, get current news, order products and carry out bank transactions.

2.3 Mobile application categories

Today available technologies make it possible to offer a wide range of mobile services to users. The can be bundled into the following main categories [Tiwari and Buse, 2007; Mobile MarketingAssociation, 2008]:

illustration not visible in this excerpt

3. Application Stores

3.1 A new player in the market

The market mechanism fort he distribution of mobile applications, as mentioned before, has changed drastically in the last couple of years. In this section we will take a closer look at the application stores that have been surging as new players in the distribution process.

Basically, the distribution process consists of three main elements as shown in Figure 1 [Holzer and Ondrus, 2011]:

illustration not visible in this excerpt

Figure 1. Mobile application distribution process

First, the developer uses development tools to build its mobile application. Second, the developer publishes its application on a portal, from which the consumer can download the application onto its mobile device. In this model, the application portal plays an intermediary role between the service provider and the customer. This approach is different from the model in place until recently, where mobile network operators where in charge ofbeing the interface between customers and service providers.

3.2 Two-sided market

The application stores are part of typical two-sided market where an increase or decrease on one side of the market induces a similar effect on the other side of the market. In other words, if the number of consumers increases for a given platform, application store or mobile device, the number of developers attracted to this platform, application store or mobile device will also increase. Similarly, as the number of developers, and thus the number of applications increase, the platform, portal, or mobile device will attract even more consumers.


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Mobile Computing & Application Stores
Universidad EAFIT
ISBN (eBook)
ISBN (Buch)
1350 KB
Mobile, computing, store
Arbeit zitieren
Lic.oec. Ivan Strebel (Autor), 2011, Mobile Computing & Application Stores, München, GRIN Verlag,


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