Use of Mobile Apps and Creator-Audience Matchmaking

Abstract

With a bird's-eye-view of the journey of exploring mobile use and its impacts in India, one of the biggest mobile markets in the world, the author of this chapter provides an analytical and insightful review of earlier studies on mobile communication development and utility-driven usage. Although country-specific, this chapter provides a very interesting, insightful, and invaluable model to the world, that is, the model of creator-audience matchmaker. As demonstrated by the two cases in this chapter, the creator-audience matchmaker model can be used as a heuristic tool for understanding mobile app development and success in India.