Zur Kurzanzeige

dc.contributor.advisorFuduric, Nikolina
dc.contributor.authorGonzalez, Silvia
dc.contributor.otherFirma: | Kontakt: | PLZ/ Ort:
dc.date.accessioned2015-09-02T07:31:54Z
dc.date.available2015-09-02T07:31:54Z
dc.date.issued2013
dc.identifier.urihttp://hdl.handle.net/11654/4672
dc.identifier.urihttp://dx.doi.org/10.26041/fhnw-2533
dc.description.abstractThe increasing electronic communication and proliferation of mobile devices offer vast opportunities. While many companies have already included mobile applications in their marketing and communication strategies, there are many others still observing and hesitating. (Beitrag ist nur für FHNW Mitarbeitende sichtbar)
dc.language.isoen_UK
dc.accessRightsAnonymous
dc.subjectApp Economy
dc.subjectSmartphone
dc.subjectMobile
dc.subjectChemical
dc.subjectB2E
dc.subjectBusiness Environment
dc.subjectAnalysis
dc.subjectLiquidity Management
dc.subject.ddc330 - Wirtschaft
dc.subject.ddc659 - Werbung & Public Releations (PR)
dc.titleThe External and Internal Business Environment for Mobile Applications - An Analysis for a Swiss Chemical Company
dc.type11 - Studentische Arbeit
dc.audienceSonstige
fhnw.StudentsWorkTypeBachelor
fhnw.publicationStateUnveröffentlicht
fhnw.ReviewTypeKein Peer Review
fhnw.InventedHereYes
fhnw.ConfidentLevelStaff
fhnw.leadThe increasing electronic communication and proliferation of mobile devices offer vast opportunities. While many companies have already included mobile applications in their marketing and communication strategies, there are many others still observing and hesitating.
fhnw.initialPositionIn order to improve the support to the employees concerned with liquidity management, a company internal smartphone app (further "App") has been created. This App provides visualizations of customer, divisional and regional profitability and primarily aims at supporting the identification of unprofitable customers. Currently, the App is in the status of a prototype. This Bachelor thesis provides insight into the app economy, determines key criteria for developing successful apps (external), and analyzes the App at its current stage of development (internal).
fhnw.procedureExternal: Non-academic literature on apps was reviewed. For retrieving the strategic aspects of app development, a framework was built. As no general method for analyzing the value creation through apps is provided, an evaluation scheme was developed. Internal: To understand the context in which the App was developed, interviews with the developer of the App were conducted. Academic marketing literature was reviewed and a framework to define the scope of the analysis was built. The App was analyzed. An online survey with employees of the Swiss chemical company was conducted.
fhnw.resultsThe external analysis resulted in a hypothesis, which claimed that the key elements for launching successful apps are: achieving the intended core benefit, providing user experience and building a strategy. The internal analysis has revealed that the App was rather developed from a engineer s view than from a strategic one. Information gaps have emerged and the needs of the target users are unknown. The App does provide the intended core benefit and offers interesting features. In additon, general receptivity for the launch of an app in this business environment is given. But as the App's convenience is limited and as it does not provide user experience, no real need has been identified. The target user should be involved in the further development and the App's usability has to be enhanced by additional key features, which can also be used for promoting the App. Considering these recommendations, the stated hypothesis is seen as supported. There is no standard solution for developing apps, but instead specific approaches are provided, which should be considered for raising the chances of an app's success.
fhnw.IsStudentsWorkYes


Dateien zu dieser Ressource

Thumbnail

Der Eintrag erscheint in:

Zur Kurzanzeige