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Development and promotion of mobile applications on a limited budget: entrepreneurial aspect
Sidorov Anatolii

PhD in Economics

Docent, the department of Data Processing Automation, Tomsk State University of Control Systems and Radioelectronics

634050, Russia, Tomsk, Prospekt Lenina 40

astroasregion@gmail.com
Другие публикации этого автора
 

 
Malakhovskaia Elena

Master’s Degree, the department of Automation of Information Processing, Tomsk State University of Control Systems and Radioelectronics

634050, Russia, Tomskaya oblast', g. Tomsk, ul. Pr. Lenina, 40

elena.silena@gmail.com

Abstract.

The mobile app market is rapidly growing and highly competitive, substantiating the relevance of the scope of positioning and promotion of mobile apps. The success of each project depends on a competent product promotion. This is especially important for developers who are short on time, money and organizational resources. All of this influences the commercialization of scientific and technological activities. As a result, high-quality and potentially high demand product cannot reach their consumers. Analyzing the secondary statistical information and applying general scientific methodology, the authors determine the prerequisites and trends of development of the mobile app market that influence the choice of instrumental means in the conditions of limited budget for promotion of these products. It is determined that the pre-sale preparation of mobile applications is a powerful way that has a positive impact on the achievement of targets. This is associated with the proper «packaging» of the application, rather than its functionality. Such approach consequently allows reducing the costs of promotion and not spend money on the use of traditional advertising. The results of this research produces recommendations for app-developers, helping developers increase the effectiveness of marketing.

Keywords: app store, app developers, IT market, distribution, marketing, promotion, mobile apps, information technologies, limited budget, competitive advantages

DOI:

10.25136/2409-8647.2018.3.19029

Article was received:

03-05-2016


Review date:

05-05-2016


Publish date:

28-09-2018


This article written in Russian. You can find full text of article in Russian here .

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