Product portfolio and mobile apps success: Evidence from app store market

Gunwoong Lee, Raghu Santanam

Research output: Chapter in Book/Report/Conference proceedingConference contribution

17 Scopus citations

Abstract

This research empirically analyzes seller's product portfolio strategy in the mobile application (apps) market. We use crosssectional data on the most downloaded application rankings in the Apple App Store to examine the impact of app portfolio strategy on sales performance. We find that app portfolio diversification is positively correlated with sales performance. We also find that sellers who offer a combination of free and paid apps have higher sales performance than those who deliver paid apps only. Furthermore, the results show that sellers with scale advantages compete differently from sellers in the long tail. These findings have implications for theorizing about product portfolio management in the emerging mobile app store markets.

Original languageEnglish (US)
Title of host publication17th Americas Conference on Information Systems 2011, AMCIS 2011
Pages3912-3921
Number of pages10
StatePublished - Dec 1 2011
Event17th Americas Conference on Information Systems 2011, AMCIS 2011 - Detroit, MI, United States
Duration: Aug 4 2011Aug 8 2011

Publication series

Name17th Americas Conference on Information Systems 2011, AMCIS 2011
Volume5

Other

Other17th Americas Conference on Information Systems 2011, AMCIS 2011
CountryUnited States
CityDetroit, MI
Period8/4/118/8/11

    Fingerprint

Keywords

  • App store market
  • Long tail
  • Product portfolio management
  • Versioning

ASJC Scopus subject areas

  • Computer Science Applications
  • Computer Networks and Communications
  • Information Systems
  • Library and Information Sciences

Cite this

Lee, G., & Santanam, R. (2011). Product portfolio and mobile apps success: Evidence from app store market. In 17th Americas Conference on Information Systems 2011, AMCIS 2011 (pp. 3912-3921). (17th Americas Conference on Information Systems 2011, AMCIS 2011; Vol. 5).