App을 브랜디드 어플리케이션 (Branded Application) 또는 간략하게 브랜드 App이라고 부른다. 이러한 브랜드 App은 App스토어를 통해 무료로 배포되어 소비자들이 유용한 정보와 다양한 콘텐츠를 이용함에 따라 거부감 없이 브랜드와 제품이 노출되고, 고객에게 기업의 브랜드나 제품에 대한 정보를 양방향으로
brands and no significant risks. Low involvement hierarchy is belief-behavior-evaluation. We applied this theory to messenger apps. We divided the functions of messenger apps into hedonic and utilitarian. In hedonic, there are customized background image, ring tone, and viewing friend's mini profile. In utilitarian, there are the number of users, speed, free charge, sharing multimedia and privacy
App store, where the users could download useful applications for free. This also contributed to the iPhone’s success, creating a synergy effect.
Apple’s next product was the iPhone that started the smart phone boom. Apple simply turned iPod touch into a phone, but the app store made iPhone stand out. Although several competitors are entering, iPhone remains as the most promising smart pho
1. Overview
1.1 Current situation of LGE Mobile division
LG was one of the powerful mobile phone manufactures in the world. According to research agency, Gartner, in 2005 LG was the third largest mobile phone manufactures world widely. and there market share was the third so that better than Motorola. Especially their innovative design embedded mobile devices such as PRADA phone and Secret
Total 51,364,578 people
52% of mobile phone users use smart phones
Total smart phone users 10,020,000
17% of smart phone unit share.
Strengths
High reputation in world wide
Leading business company in mobile industry
Special technologies, systems , and design
Strong company status in finance
Competence
Strong brand image
Opportunities
Strengthen alliances, partnerships
Moblie ads?
A type of Smart Media Ads
Interaction, Personalization
It can be targeted definitely
more than the existing ads
The most basic mobile ads
Every mobile phone supports this
One-Way SMS
Two-Way SMS
The displeasure from
“Spam message”
Brief point
1. Smart phone market grow continually
2. Android & iOS game market grow continually
3. Strong financial structure gamevil & comtus
2007년 Listed on the KOSDAQ
2008년 Launched mobile games on Apple App Store for iPhone/ iPod touch2009년 Launched mobile games on Google Android Market
GAMEVIL® is a premier mobile game publisher located in Los Angeles, USA a
Manufacturers
Samsung, Apple
Content Provider
3rd parties (restaurants, etc.)
Location Provider
Telecommunication companies (KT)
LBS Provider
Groupon, Foursquare, etc.
An active service requires the mobile handset owner to request or demand a location service
A passive service is where the handset owner gives permission for trusted 3rd parties to locate their whereabouts.
app on your mobile phone to access additional information.
(3)Card Emulation Mode
NFC has a mode called "card emulation" in which it can communicate with a RFID reader because it acts as an RFID card. For example, An NFC-enabled phone can be used in a payment application like a credit card to make payments. To pay, the user must touch the payment terminal with the phone. The NFC-enabled phone
of consumer group is Profits of consumer group.
For producer, large consumer group is attractive.
For purchaser, they can use more databases and better products.
Mutual supplementary effects
of two products changes scale of each consumer group of product.
For example, App and Smart-phone are mutual supplementary. If Smart-phone market grows, App market also would grow.