7,484 research outputs found
From the Hands of an Early Adopter's Avatar to Virtual Junkyards: Analysis of Virtual Goods' Lifetime Survival
One of the major questions in the study of economics, logistics, and business
forecasting is the measurement and prediction of value creation, distribution,
and lifetime in the form of goods. In "real" economies, a perfect model for the
circulation of goods is impossible. However, virtual realities and economies
pose a new frontier for the broad study of economics, since every good and
transaction can be accurately tracked. Therefore, models that predict goods'
circulation can be tested and confirmed before their introduction to "real
life" and other scenarios. The present study is focused on the characteristics
of early-stage adopters for virtual goods, and how they predict the lifespan of
the goods. We employ machine learning and decision trees as the basis of our
prediction models. Results provide evidence that the prediction of the lifespan
of virtual objects is possible based just on data from early holders of those
objects. Overall, communication and social activity are the main drivers for
the effective propagation of virtual goods, and they are the most expected
characteristics of early adopters.Comment: 28 page
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The Design, Development and Validation of a Persuasive Content Generator
This paper addresses the automatic generation of persuasive content to influence users’ attitude and behaviour. Our research extends current approaches by leveraging individuals’ social media profiles and activity to personalize the persuasive content. Unlike most other implemented persuasive technology, our system is generic and can be adapted to any domain where collections of electronic text are available. Using the Yale Attitude Change approach, we describe: the multi-layered Pyramid of Individualization model; the design, development, and validation of integrated software that can generate individualized persuasive content based on a user’s social media profile and activity. Results indicate the proposed system can create personalized information that (a) matches readers’ interests, (b) is tailored to their ability to understand the information, and (c) is supported by trustable sources
The role of product portfolio management in market expansion:a case of the mobile gaming industry
Abstract. The rapid growth of mobile game consumer spending has led to Free-to-Play mobile game developers’ constant competition for players by offering new games. The product portfolio management (PPM) approach helps tackle questions about the market, product and technologies based on a company’s strategic targets. However, to discover game genre diversity by aligning product portfolio with business strategy and existing capabilities in new product development process is challenging. A single-case study was conducted to examine the important connection between PPM and business strategy as well as existing capabilities to propose a practical approach for seeking game genre portfolio expansion opportunities. The main results include proposing an analysis framework using PPM and mobile app intelligence software to identify game genres in market expansion that are strategic fit, bring the best economic value and are resonated with company’s existing capabilities and competence. PPM focused areas and key performance indicators are proposed. This study is the first attempt to apply PPM approach with targets and KPIs in mobile game development. It contributes to the previous studies by extending the application of PPM approach in the initial stage of product development process in discoveries and innovation stage. Also, the results can be applied to other mobile game companies with similar new product development process
Marketing strategy for the launch of a mobile application
This master thesis is a company project done in cooperation with Captain, a
technological company whose purpose is to make doing group sports a better experience
in the context of Software as a Service.
The project consists in the public launch of Captain’s first service: its mobile App.
In order to accomplish this, the macroeconomic environment was analysed along with the
sector, competition and the consumer with the purpose of identifying opportunities and
threats.
Additionally, an internal analysis allowed to identify the strengths and weaknesses
of the company and its team. Furthermore, a Literary review was performed with the
purpose of better understanding the steps to take.
Two areas popped-up for intervention: the strategic definition of the brand Captain
ad a whole and the plan for the launch of the App in the market.
In what concerns the brand, the general strategy was defined along with the values
expected to be associated with the brand, the personality to be perceived in stakeholder
interactions as well as key behaviours that the brand should adopt.
The App launch consists, on a first approach, in the assessment of the targetsegments, construction of personas and the positioning of the service in the market. Past
that, a proposal for the Marketing Mix is elaborated – which, despite being a service, does
not match the Service Marketing Mix – focused in the product and the communication.Esta tese de mestrado é um projeto-empresa em colaboração com a Captain, uma
empresa tecnológica cujo propósito é tornar a realização de desporto em grupo mais fácil
numa lógica de Software as a Service.
O projeto consiste no lançamento ao público do primeiro serviço da Captain: a sua
App para smartphones. Com vista a melhor realizar este processo, foi analisada a
envolvente macroeconómica externa, o setor, a concorrência e o consumidor de forma a
identificar todas as oportunidades e ameaças existentes.
Foi também realizada uma análise interna cuidada que permitiu identificar as
principais forças e fraquezas da empresa e da sua equipa em conjunto com uma revisão
de literatura com o propósito de melhor compreender os passos a tomar.
Foram identificadas duas áreas de ação: a definição da estratégia para a marca
Captain como um todo e o plano de lançamento da App no mercado.
No que à estratégia de marca diz respeito foi definida a estratégia geral, os valores
que se desejam associados à marca, a personalidade que se deseja percecionada nas
interações dos stakeholders com a marca assim como os comportamentos-chave que a
marca deve adotar.
O lançamento da App consiste, num primeiro passo, numa avaliação dos
segmentos-alvo, construção de personas e no posicionamento do serviço no mercado. De
seguida é elaborada a proposta operacional do Marketing Mix – que apesar de ser um
Serviço não se enquadra no marketing mix de serviços – focado na área do produto e da
comunicação
Are secondary markets beneficial for a virtual world operator?
Selling virtual goods for real money has become the dominant business model for virtual worlds in the past decade. As the amount of money involved in virtual goods sales increases, market performance questions gain relevance. In this thesis, we examine the effects of secondary markets on the profitability of a virtual world service provider operating under a virtual goods sales model. More specifically, we ask whether the service provider should tolerate secondary markets or seek to kill them off.
The structure of this thesis is as follows: we first review how virtual worlds operate as businesses and provide an analysis of the market conditions faced by a virtual world operator to provide sufficient context for the reader. We then examine the inner workings of virtual economies and review structures commonly encountered within them. Next, we conduct a literature review on real world secondary market models and analyses. Finally, we evaluate the implications of real world secondary market results on secondary markets for virtual goods. In the final section, we present conclusions and possible avenues for further study.
We find that recent durable goods research suggests that a profit-maximizing monopolist will not shut down secondary markets, but will choose to reduce durability of goods instead and that these results can apply to virtual worlds as well. However, we also show that the question of allowing or not allowing secondary markets cannot be answered based on profitability alone and that service providers have to also account for externalities brought on by secondary markets
London Creative and Digital Fusion
date-added: 2015-03-24 04:16:59 +0000 date-modified: 2015-03-24 04:16:59 +0000date-added: 2015-03-24 04:16:59 +0000 date-modified: 2015-03-24 04:16:59 +0000The London Creative and Digital Fusion programme of interactive, tailored and in-depth support was designed to support the UK capital’s creative and digital companies to collaborate, innovate and grow. London is a globally recognised hub for technology, design and creative genius. While many cities around the world can claim to be hubs for technology entrepreneurship, London’s distinctive potential lies in the successful fusion of world-leading technology with world-leading design and creativity. As innovation thrives at the edge, where better to innovate than across the boundaries of these two clusters and cultures? This booklet tells the story of Fusion’s innovation journey, its partners and its unique business support. Most importantly of all it tells stories of companies that, having worked with London Fusion, have innovated and grown. We hope that it will inspire others to follow and build on our beginnings.European Regional Development Fund 2007-13
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