Enhancing Mobile App User Understanding and Marketing with Heterogeneous Crowdsourced Data: A Review

© 2013 IEEE. The mobile app market has been surging in recent years. It has some key differentiating characteristics which make it different from traditional markets. To enhance mobile app development and marketing, it is important to study the key research challenges such as app user profiling, usage pattern understanding, popularity prediction, requirement and feedback mining, and so on. This paper reviews CrowdApp, a research field that leverages heterogeneous crowdsourced data for mobile app user understanding and marketing. We first characterize the opportunities of the CrowdApp, and then present the key research challenges and state-of-the-art techniques to deal with these challenges. We further discuss the open issues and future trends of the CrowdApp. Finally, an evolvable app ecosystem architecture based on heterogeneous crowdsourced data is presented

Introduction of a new mobile player app store in selected countries of Southeast Asia

Trends in modern society have a significant impact on the way organizations operate. The use of mobile phones makes it possible to create completely new high-availability communication and business channels. Mobile phones are used in mobile marketing, which has come to the fore via SMS marketing. In this article, the focus is on the use of mobile phones in e-business. The introduction of a new mobile player app store was analyzed through research conducted in 2017. The aim of the research was to find out whether it is possible-in terms of the sustainability of the consumption of a marketing product-to introduce a single campaign with the same content but in different language mutations in selected markets, or whether it is necessary to use a completely different campaign and means of communication for each market. Overall, 287 respondents from the Philippines, Thailand, and India were examined. The dependency between the socio-demographic characteristics of the respondents (country, gender, and age) and site engagement was tested, and user experience was tested, too. The results of the research revealed that there was no dependency between belonging to the selected countries and site engagement. Furthermore, there was also no dependency between gender and site engagement. On the other hand, there was a statistically significant dependency between belonging to the country and the design of the website. © 2018 by the authors

Analysis of the Impact of Performance on Apps Retention

The non-stopping expansion of mobile technologies has produced the swift increase of smartphones with higher computational power, and sophisticated sensing and communication capabilities have provided the foundations to develop apps on the move with PC-like functionality. Indeed, nowadays apps are almost everywhere, and their number has increased exponentially with Apple AppStore, Google Play and other mobile app marketplaces offering millions of apps to users. In this scenario, it is common to find several apps providing similar functionalities to users. However, only a fraction of these applications has a long-term survival rate in app stores. Retention is a metric widely used to quantify the lifespan of mobile apps. Higher app retention corresponds to higher adoption and level of engagement. While existing scientific studies have analysed mobile users' behaviour and support the existence of factors that influence apps retention, the quantification about how do these factors affect long-term usage is still missing. In this thesis, we contribute to these studies quantifying and modelling one of the critical factors that affect app retention: performance. We deepen the analysis of performance based on two key-related variables: network connectivity and battery consumption. The analysis is performed by combining two large-scale crowdsensed datasets. The first includes measurements about network quality and the second about app usage and energy consumption. Our results show the benefits of data fusion to introduce richer contexts impossible of being discovered when analysing data sources individually. We also demonstrate that, indeed, high variations of these variables together and individually affect the likelihood of long-term app usage. But also, that retention is regulated by what users consider reasonable standards of performance, meaning that the improvement of latency and energy consumption does not guarantee higher retention. To provide further insights, we develop a model to predict retention using performance-related variables. Its accuracy in the results allows generalising the effect of performance in long-term usage across categories, locations and moderating variables

Interaction and engagement with an anxiety management app: Analysis using large-Scale behavioral data

© Paul Matthews, Phil Topham, Praminda Caleb-Solly. Background: SAM (Self-help for Anxiety Management) is a mobile phone app that provides self-help for anxiety management. Launched in 2013, the app has achieved over one million downloads on the iOS and Android platform app stores. Key features of the app are anxiety monitoring, self-help techniques, and social support via a mobile forum (“the Social Cloud”). This paper presents unique insights into eMental health app usage patterns and explores user behaviors and usage of self-help techniques. Objective: The objective of our study was to investigate behavioral engagement and to establish discernible usage patterns of the app linked to the features of anxiety monitoring, ratings of self-help techniques, and social participation. Methods: We use data mining techniques on aggregate data obtained from 105,380 registered users of the app’s cloud services. Results: Engagement generally conformed to common mobile participation patterns with an inverted pyramid or “funnel” of engagement of increasing intensity. We further identified 4 distinct groups of behavioral engagement differentiated by levels of activity in anxiety monitoring and social feature usage. Anxiety levels among all monitoring users were markedly reduced in the first few days of usage with some bounce back effect thereafter. A small group of users demonstrated long-term anxiety reduction (using a robust measure), typically monitored for 12-110 days, with 10-30 discrete updates and showed low levels of social participation. Conclusions: The data supported our expectation of different usage patterns, given flexible user journeys, and varying commitment in an unstructured mobile phone usage setting. We nevertheless show an aggregate trend of reduction in self-reported anxiety across all minimally-engaged users, while noting that due to the anonymized dataset, we did not have information on users also enrolled in therapy or other intervention while using the app. We find several commonalities between these app-based behavioral patterns and traditional therapy engagement

Generic Methods for Adaptive Management of Service Level Agreements in Cloud Computing

The adoption of cloud computing to build and deliver application services has been nothing less than phenomenal. Service oriented systems are being built using disparate sources composed of web services, replicable datastores, messaging, monitoring and analytics functions and more. Clouds augment these systems with advanced features such as high availability, customer affinity and autoscaling on a fair pay-per-use cost model. The challenge lies in using the utility paradigm of cloud beyond its current exploit. Major trends show that multi-domain synergies are creating added-value service propositions. This raises two questions on autonomic behaviors, which are specifically ad- dressed by this thesis. The first question deals with mechanism design that brings the customer and provider(s) together in the procurement process. The purpose is that considering customer requirements for quality of service and other non functional properties, service dependencies need to be efficiently resolved and legally stipulated. The second question deals with effective management of cloud infrastructures such that commitments to customers are fulfilled and the infrastructure is optimally operated in accordance with provider policies. This thesis finds motivation in Service Level Agreements (SLAs) to answer these questions. The role of SLAs is explored as instruments to build and maintain trust in an economy where services are increasingly interdependent. The thesis takes a wholesome approach and develops generic methods to automate SLA lifecycle management, by identifying and solving relevant research problems. The methods afford adaptiveness in changing business landscape and can be localized through policy based controls. A thematic vision that emerges from this work is that business models, services and the delivery technology are in- dependent concepts that can be finely knitted together by SLAs. Experimental evaluations support the message of this thesis, that exploiting SLAs as foundations for market innovation and infrastructure governance indeed holds win-win opportunities for both cloud customers and cloud providers

Modeling Crowd Feedback in the Mobile App Market

Mobile application (app) stores, such as Google Play and the Apple App Store, have recently emerged as a new model of online distribution platform. These stores have expanded in size in the past five years to host millions of apps, offering end-users of mobile software virtually unlimited options to choose from. In such a competitive market, no app is too big to fail. In fact, recent evidence has shown that most apps lose their users within the first 90 days after initial release. Therefore, app developers have to remain up-to-date with their end-users’ needs in order to survive. Staying close to the user not only minimizes the risk of failure, but also serves as a key factor in achieving market competitiveness as well as managing and sustaining innovation. However, establishing effective communication channels with app users can be a very challenging and demanding process. Specifically, users\u27 needs are often tacit, embedded in the complex interplay between the user, system, and market components of the mobile app ecosystem. Furthermore, such needs are scattered over multiple channels of feedback, such as app store reviews and social media platforms. To address these challenges, in this dissertation, we incorporate methods of requirements modeling, data mining, domain engineering, and market analysis to develop a novel set of algorithms and tools for automatically classifying, synthesizing, and modeling the crowd\u27s feedback in the mobile app market. Our analysis includes a set of empirical investigations and case studies, utilizing multiple large-scale datasets of mobile user data, in order to devise, calibrate, and validate our algorithms and tools. The main objective is to introduce a new form of crowd-driven software models that can be used by app developers to effectively identify and prioritize their end-users\u27 concerns, develop apps to meet these concerns, and uncover optimized pathways of survival in the mobile app ecosystem