Title: To understand the life cycle and customer adoption of mobile apps in modern India

Authors: Rajeshwari Malik

Addresses: Maharaja Surajmal Institute, (Affiliated to GGSIPU), New Delhi, India

Abstract: Smart phones are smart as they are loaded with apps, and hence 80% of the total time spend on phone is actually spent on apps. Our everyday activities are today managed and governed by mobile apps. There are apps for social networking, entertainment, banking, shopping, travel, reading, news, health, fitness, games, etc. New apps are coming daily and old apps are being removed or uninstalled. The apps industry and its ecosystem is highly complex and dynamic. Life span of apps play a key role in profitability, hence every player is struggling to prolong the life cycle of an app. Various app stores are brimming with all categories of apps, and creating strategies to win customer loyalty. This study is an attempt to understand consumer-adoption behaviour, and identify the key factors valued by customers for any app to be used for a long time. This can help design successful strategies.

Keywords: mobile apps; consumer adoption model; product life cycle; PLC; marketing strategies; business environment; innovation; India.

DOI: 10.1504/IJECRM.2020.110043

International Journal of Electronic Customer Relationship Management, 2020 Vol.12 No.3, pp.273 - 290

Accepted: 14 Apr 2020
Published online: 16 Sep 2020 *

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