Title: Market positioning factors of APP services

Authors: Hsiao-Chen Chang; Kuang-Hsun Shih

Addresses: Department of Banking and Finance, Chinese Culture University, No. 55, Hwa-Kang Road, Yang-Ming-Shan, Taipei 11114, Taiwan, R.O.C. ' Graduate School of Financial Management, CTBC Financial Management College, Institute of Financial Management, No. 600, Sec. 3, Taijiang Blvd., Annan District, Tainan 709, Taiwan, R.O.C.

Abstract: In the environment with rapid changing, the digital content of cultural and creative industries plays a unique and essential role in intercultural communication and become the key to promote economy and life quality. This study uses analytic network process method to analyse the content developer of APP services sector, and tries to find the major market positioning factors of APP services. The structure of this research follows the five dimensions and 17 factors mapped with the critical factors of the digital content industry. The questionnaire with the reliability be answered by the experts in the semi-structured way. The results show that educating personnel in digital content industry should focus on technology development and creativity. The key factors in digital content industry are creativity, education of personnel and development of platform, and development of APP, among which the major market positioning is for the entertainment products.

Keywords: APP design; digital content; market positioning; mobile communications.

DOI: 10.1504/IJMC.2018.094347

International Journal of Mobile Communications, 2018 Vol.16 No.5, pp.535 - 556

Received: 03 Jul 2016
Accepted: 07 Feb 2017
Published online: 30 Aug 2018 *

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