To upgrade or not to upgrade? the release of new versions to survive in the hypercompetitive app market

Stefano Comino, Fabio M. Manenti, Franco Mariuzzo
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引用次数: 6

Abstract

Very low entry barriers and an exceptionally high degree of competition characterize the market for mobile applications. In such an environment one of the critical issues is how to at- tract the attention of users. Practitioners and developers are well aware that managing app updates (i.e., releasing new versions of an existing app) is critical to increase app visibil- ity and to keep users engaged, disguising a hidden strategy to stimulate downloads. We use unbalanced panel data with characteristics for the top 1,000 apps on iTunes and Google Play stores, for five European countries, to empirically in- vestigate publishers’ strategies concerning the release of up- dates. We find that only in the case of iTunes updates boost downloads and are more likely to be released when the app is experiencing poor performance. We interpret this finding as evidence that the lack of quality control by Google Play leads to an excess of updating of Android apps.
升级还是不升级?发布新版本是为了在竞争激烈的应用市场中生存
非常低的进入门槛和异常激烈的竞争是移动应用市场的特点。在这样的环境下,如何吸引用户的注意力是一个关键问题。从业者和开发者都清楚地意识到,管理应用更新(即发布现有应用的新版本)对于提高应用的曝光度和保持用户粘性至关重要,掩盖了刺激下载的隐藏策略。我们使用了包含五个欧洲国家iTunes和bb0 Play商店前1000名应用特征的不平衡面板数据,以实证方式调查发行商在发布最新内容方面的策略。我们发现,只有在iTunes更新能够提升下载量的情况下,更新才更有可能在应用表现不佳时发布。我们将这一发现解释为谷歌Play缺乏质量控制导致Android应用过度更新的证据。
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