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