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.