Research on Application Markets for Smartphones
Paavola, Juhana (2013)
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023110128311
https://urn.fi/URN:NBN:fi:amk-2023110128311
Tiivistelmä
Smartphone users use application markets every day. They see the application market as service; a place that provides content for their phones. Actually, how users see the application market is not all that is involved into the big picture. Consumers may think the technology owner only provides services for them. The main objective for this research was to understand more about application markets, digital marketing and what should be understood about an ecosystem. A common thought about technology is that it serves the customer. But instead of providing services to the consumers, the technology owner can turn the customers to serve them. But then, who should serve who, why should the customer serve the technology owner? Or could it be that the consumer is a service for the technology owner without knowing it? After all, all business is service business but still the question remains.
In this work, the used research method was a narrative inquiry. In practice, the study is based on the existing researches, technology studies, case studies and literature.
As in the beginning, it was already expected there are hidden areas in the technology field that consumers cannot see. The results concluded more than the technology itself. Analyzing the technology and marketing revealed that there are really strong factors involved which are not in the same area. Especially digital marketing is heavily based on psychological influencing. In other words, it could be described as subliminal messaging. A consumer of the technology is not always the end user. Instead, different parties who are involved in the smartphone business can be turned to be a service provider as well as consumer.
After all, the industry of smartphones is very young. It is developing all the time and yet one cannot say to which direction. In the field of smartphone industry there are technology researchers who are competing with themselves. As they see other researchers as rivals for their business, the focus of technology is changing rapidly. Despite rapid changes in technology, changes gave benefit for the marketers. The consumers are using different social media to communicate with each other. Many companies have noted this and they have started to build personality for the company and brand. At the same time, marketers have started to develop new techniques to use social media among the smartphone technology. But still, as the new wave of the marketing is coming, it is unsure if the used tools are used as they should be.
In this work, the used research method was a narrative inquiry. In practice, the study is based on the existing researches, technology studies, case studies and literature.
As in the beginning, it was already expected there are hidden areas in the technology field that consumers cannot see. The results concluded more than the technology itself. Analyzing the technology and marketing revealed that there are really strong factors involved which are not in the same area. Especially digital marketing is heavily based on psychological influencing. In other words, it could be described as subliminal messaging. A consumer of the technology is not always the end user. Instead, different parties who are involved in the smartphone business can be turned to be a service provider as well as consumer.
After all, the industry of smartphones is very young. It is developing all the time and yet one cannot say to which direction. In the field of smartphone industry there are technology researchers who are competing with themselves. As they see other researchers as rivals for their business, the focus of technology is changing rapidly. Despite rapid changes in technology, changes gave benefit for the marketers. The consumers are using different social media to communicate with each other. Many companies have noted this and they have started to build personality for the company and brand. At the same time, marketers have started to develop new techniques to use social media among the smartphone technology. But still, as the new wave of the marketing is coming, it is unsure if the used tools are used as they should be.