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A Multiple-Case Study of App Stores

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A Multiple-Case Study of App Stores App stores for owners: a multiple-case study of app stores Ewoud Bloemendal – [email protected] August 28th , 2012 Utrecht University Master Business Informatics Department of Information and Computing Sciences Supervisors: Dr. Slinger Jansen (Utrecht University) Dr. Marco Spruit (Utrecht University) Abstract This research aims to help app store owners translate their app store strategy into app store features and policies. At first a definition of app stores is given to scope the research. After that literature is studied to identify app store strategies. This resulted in an app store strategy model that models the app store strategy based on four dimensions. A multiple case study was performed on six app stores: Google Play, SlideMe, Apple Appstore, Binpress, Amazon appstore for Android and Intel AppUp. This study aimed to identify the features and policies used by app stores. The six sequential case studies resulted in an app store classification model with 67 features and 24 policies. The classification model is categorized based on the main influenced app store characteristic. In the last part of this research a mapping is made between the dimensions of the app store strategic model and the features and policies. 1 Preface This master thesis document marks the end of my time studying for the Master Business Informatics at Utrecht University. It is the result of many hours of hard work spanning over eighteen months’ time. During these months I have found that its true what they say: it is not about the destination, it is about the journey. And what a journey it was! Since the start of my graduation research I lost twenty-five pounds of bodyweight but gained five of it back later, I went on seven holiday trips to get my mind back in shape, I lost many of the convictions I held dear but found new ones along the way, I experimented with countless productivity tools until settling on a simple kitchen timer and I created over forty different versions of my thesis resulting in the one in front of you. And even though one might consider this master thesis to be a rather insignificant contribution in the search for universal truths and the meaning of life, I am sure that looking back I will keep valuing the journey that led up to it. Even if the balance of my students loans might trick you into believing otherwise. In here I also take the opportunity to thank several people who helped shaping this master thesis. First and foremost I would like to thank my first supervisor, Dr. Slinger Jansen, for his advice, patience and motivation. After every single meeting we had I left his office with new ideas and renewed energy, again aiming for the highest result. Also I would like to thank Dr. Marco Spruit for agreeing to be the second supervisor of this project and especially for his flexibility in last minute scheduling. Great thanks goes to Frans Gemen, Henno Poesse, Erika Wortman and Martijn Knevel from IDYN B.V. who agreed to act as the project sponsor. I kindly recall the great collegial atmosphere of the many hours spend at their offices in Castle Dussen. I would especially like to thank my dad, Henk Bloemendal, for his never ending interest in the project and support on the more difficult moments. Finally thanks to all my friends and family for their support and motivation. Ewoud Bloemendal Utrecht, August 28th 2012 2 3 Contents Abstract ................................................................................................................................................... 1 Preface ..................................................................................................................................................... 2 1. Introduction ......................................................................................................................................... 8 2. Background .......................................................................................................................................... 9 2.1. App stores ..................................................................................................................................... 9 2.1.1. Emergence of app stores ....................................................................................................... 9 2.1.2. Naming ................................................................................................................................ 10 2.1.3. Definition ............................................................................................................................. 10 2.1.4. App stores in literature........................................................................................................ 11 2.1.5. The role of app stores in a software ecosystem.................................................................. 11 3. Research Design ................................................................................................................................ 13 3.1. Problem statement and research objective ............................................................................... 13 3.2. Research questions..................................................................................................................... 13 3.3. Research process and methods .................................................................................................. 14 3.3.1. Identifying platform business strategies ............................................................................. 15 3.3.2. Identifying app store characteristics ................................................................................... 16 3.3.3. Relating app store characteristics to platform business strategies .................................... 17 3.4. Strategy levels ............................................................................................................................ 18 3.5. App store conceptual model ...................................................................................................... 19 3.6. Case study research .................................................................................................................... 21 3.6.1. Case study type ................................................................................................................... 21 3.6.2. Multiple-case study ............................................................................................................. 22 3.6.3. Data collection ..................................................................................................................... 23 3.6.4. Quality ................................................................................................................................. 23 3.6.5. Scope ................................................................................................................................... 24 3.6.6. Creating a case study protocol ............................................................................................ 24 3.7. Case study protocol .................................................................................................................... 25 3.7.1. Field procedures .................................................................................................................. 25 3.7.2. Document database ............................................................................................................ 27 3.7.3. Case study report outline .................................................................................................... 27 4. Results literature study ..................................................................................................................... 28 4.1. Ecosystems ................................................................................................................................. 28 4.1.1. Business ecosystems ........................................................................................................... 28 4 4.1.2. Business ecosystem roles .................................................................................................... 29 4.1.3. Software Ecosystems ........................................................................................................... 29 4.1.4. Software ecosystem modeling ............................................................................................ 30 4.1.5. Ecosystem roles ................................................................................................................... 31 4.2. Platforms .................................................................................................................................... 33 4.2.1. Software platforms .............................................................................................................. 33 4.2.2. Industry platforms ............................................................................................................... 34 4.2.3. Software stack ..................................................................................................................... 34 4.3. Platform mechanisms ................................................................................................................. 35 4.3.1. Network effects ................................................................................................................... 35 4.3.2. Two-sided markets .............................................................................................................
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