26343 Research Method Assignments 1 -Critical review Introduction The mobile application (app) was first exist in the

late nineties and developed by Steve Jobs company is now well known as Apple Computer, which offering application and content to their customers in their appstores. The purpose of this research paper is to get a clearly concept from looking at the mobile apps area across all borders and make sense on a global basis to sizing up the apps market and the direction is about. This research is based on the Chetan Sharma work. The paper also present the significantly growth on overall apps downloads by dropping price barriers, enhancing discovery, the apps ecosystem can continue to prosper, and increase developer revenue share, improving user experience. All these factors show the result on taking more detail as well in predict the future of mobile apps and how the structure of app economy supposes to be.

Selection of the paper

Innovation distinguishes between a leader and a follower.(Walter Isaacson, 2011,p5) Said by Steve Jobs-One of the most successful enterprises and innovator, who widely recognized the new generation and changed the world in the personal computer revolution in this decade. His accomplishments just like a myth to changed the concept of those electronic products especially in Mobile technology, which then lead to the development of new mobile applications (apps) for users to boost their quality of life, including me as well. The most important of all, would be the socializing factor that have improved around me. There are many apps on the apps store but the main ones that are helping me socialise with most of my friends are: whatsapp, Mobile Facebook, Twitter and many more. Ive been known as an unorganised person all my life by family members and by friends. I have never organised or managed anything well in everyday life, but ever since I used the apps function from my new smartphone, my life has changed. Apps helped me with my daily life, these may include things such as, time management, and finance management and also just general help with everything making difficult things easier. For example, for time management there are apps that give reminders, for finance there are banking apps, and for general life there are transport times for trains, buses and flights etc. Although the apps help me a lot in manage my life, it found that app application might become a threaten in security area like the Nat West online banking app is not safety enough to protect our personal detail etc. The above reasons are the main factors that have influenced me to know more the market of mobile app and how can the market expand in a wider extent to make app more availability and more safety to use.

Description of paper
The background In the last decade, the app is become more common to use in peoples daily life. It creates a culture, which increase smartphone users to change the structure of mobile phone market and brought out some benefits to the app users. (Frances Brassington, Stephen Pettitt, 2006,p817) First, it totally changed the revenue model to become the defacto standard in favour of the developers from the mobile app business. Second, it attracts more developers to join the ecosystem as it fostered them to focusing on just 1-2 platforms rather than relevant on the entire device ecosystem. Third, the users can get the application from conception to the market flexibly in time since the time-to market equation was changed for developers. Finally, the core focus of unseamed endto-end user experience has increased the monetization and usage in the new era of mobile app space.( Del Rey, Jason ,2011,p116-118) In order to make a clear concept to realise what Sharma want us to know in the research, there are six most important parts which taken on the work of he done. They are Growth in Mobile Appstores, Mobile Apps Market, Distribution of App Revenue, Average Selling Price (ASP), Business models in Emerging Markets and Mobile Apps vs. Mobile Web. Growth in Mobile Appstores Sharma in here display about the app marketing which done by operators such as apple has raised the level to attract the consumers who would like to try out new apps and willing to pay for it. This opens an opportunity for mobile advertising business to get benefit by building loyal communities to consumers, which added revenue in their applications. Mobile Apps Market Follow by the growth of appstores in the app market; one of the main factors of the dynamics of global market is the region. Especially in North American and Western Europe, the total number of download in smartphone is higher than those in featurephone. The reason is that the million of active data users compared to featurephone. Under this situation, it portrays app will be the trend in the future mobile market. (SALZ, PEGGY ANNE, 2011, p14) Business Models - Distribution of App Revenue However, follow by the development of technology increase in global mobile market, developers and the app ecosystem are success to promote advertising based models in a relevant manner. In fact, some developers on some platform such as Android get the bigger advertising revenue rather than the revenue generated from paid download. It was because some mobile player trend on building vibrant communities and loyal which provide a way for promoting physical good to customers. The purpose in this part is to focus on two broad categories of advertising and paid.

Average Selling Price (ASP) In mention above the success in advertising based model, the purpose of research in this part show that the advertising revenue (AR) per application per user would influence by the targeting and creative elements that make payment on free download application per user per month and thus AR is not equate to ASP of app revenue. Furthermore, we are likely to see both of better monetizing to free apps by using new measurement metrics and how the various channels of mobile advertising such as web and video to assist tightly together to improve the mobile advertising experience for brand and consumers better. Business models in Emerging Markets Different with the dynamics and market economy of western markets, the business model for the emerging Market is required that it should executed well on overall strategy in order to gaining the smaller per unit revenue by the volume of app downloads and data usage either from advertising and paid download. Even though the ASP will be smaller and heavy to being featurephone, the paper emphasis that the revenue on application of download in emerging market will actually exceed that revenue on smartphones in Weston markets. Mobile Apps vs. Mobile Web - Impact on Evolution and Revenues Because of the faster growth in mobile app market, the strongly competition between mobile Apps and Mobile Web in not so many years ago will delineate by Three critical factors. First, the browsers drive on mobile and penetration of HTML5. Second, the different between the browsers and the native OS support attain to the same APIs. Finally is the different implementation support between various browsers. During in early 2010, there are some potential strength and weakness set out for developers to choose either native or browser direction on technical goals for their apps and for their apps based on business. Apps achievement is successful in mobile market. Nowadays, the native have gained fertility experiences to develop the access to capability and richer functionality for users, it exceed the extent to the browser can do. For example, the Olympics 2012 app by AT &T combines different function of new feeds, text, video, social networking, and in app advertising in a perfect fashion. In the other hand, mobile web is also useful for mobile users. Browser may provide a great unifier of platform that developers can really design in there and make it in everywhere, which the system is available. To discuss the weakness of mobile apps and web, the normal app provide less support and interactive in multimedia capability such as weather or news app and some popular social networking. It may also difficult for browser to accomplish the extent that AT& T can do. Although the browser and app has their own benefit for user, but in fact, the main focus should on app technology development and the current strategy to penetrate more consumers. In addition, the question of how to make developers more profitable and successful is also important in here.

In the end of paper, the researcher mention that thousands of new developers enter in to the market in last two years with bringing capability to improve better experiences and a more biggest business opportunity to customers and current players which led apps to go where no app gone before. Therefore, the next revaluation may develop to a wider extent such as the apps for devices will available on digital cameras, telematics platforms in vehicles and some possible scenarios like the disability app designed to help people with disabilities in diary life (Jonathan Weinberg, 2012).

Methodology
The research in here is using the quantitative research (Martin B.D, 2007, p51) on how to quantify the global mobile app market. In order to create an effective framework for analysis, the research have built a ground up model to access how the app consumption germinating in all around the factors including the ondeck(inside the carrier deck), offdeck(is not inside the carrier deck but they still can play a role like marketing and billing), free, advertising based such as virtual goods, and the most important factors-smartphone and featurephone. All these factors are estimated within the survey research, which based on an understanding of sampling techniques (app download), careful planning (the effective framework), sort out data gathering (the ground up model) and the skill data interpretations. The researcher of this study is also using application of Cluster sampling (Martin B.D, 2007, p61-62) that the survey work done by academic department or expensively resourced research agencies like Chetan Sharma Consulting and selected within the targeted clusters are chosen by using the random sampling process. The model is main focused apps consumption on by five just regions: Europe, South America, North America, Middle East and Africa, and Asia. They first estimated the total populations who using smartphone and featurephone in these regions. Then they get a relatively higher percentage growth from the active data subscribers are actively downloading mobile app in a monthly basis rather than the one who is not actively downloading mobile app. After that, the research has calculated the percentage split between the platforms of smartphone and featurephone which comparing ondeck and offdeck. There is a burring instance between the lines on ondeck and offdeck where the white label services providing by the offdeck providers (operator branded) to the OEM (Original equipment manfacturer) deck or operator and in some case, providers will using OEM appstores for billing (eg.Nokia). Throughout in this part research, the researcher found that the ondeck is only as an appstore that is operated and created by the operators. Additionally, the research was analyzed 8 separate revenue stream from the advertising funded and paid revenue models. Those streams were used to evaluate the global mobile app market size that which were most aggregated to arrive. In meanwhile, the model was access top-down comparison with some of the OEM and major players in the market to ensure that the numbers were match-up. Finally, there are more than 20players who active in the global mobile app ecosystem from the period of 2009, they are measurement companies, OEMs,

analytics players, OEMs, operators and publishers, off deck storefronts, content providers, application developers, aggregators and mobile advertising players. The Chetam Sharma Consulting will accord various players combined contribution to forecast the growth rates experienced in coming decade.

Evaluation of research
To create a successful research for accessing the environment of mobile app market, an appropriate method is necessary in here. In this part, we should follow the framework of Research onion (Mark N.K. Saunders, 2009,p318) which was define by to evaluate that it is clear to answer the main topic of this research. There are six elements, which are to discuss in order in Philosophies, Approaches, Strategies, Choices, and Time Horizons, Techniques Procedures to get an idea what the purpose has been selected in the research and also, evaluate the research approach and methods whether it is fit in this model research. During in the evaluation, we will first discuss about the issues like the appropriateness of the research approach to fully answer the research question and to understand the research context. Then we find the limitation exist in the research and make suggestion for improving research findings or giving different outcomes. Finally, I will explain how my alternative suited to the context and the concept. Discuss in first layer of the research onion, it is positivism that the main research question of How to quantify the global mobile apps market? can be proved and known in the following methods. Then, the researchers are using methods to interpret the potential growth in global app market and subjectively estimated that the total population in all regions is a smartphone or featurephone subscribers thus it may unreliable because the research ignore some people who are not available to or never buy phone. However, the research is quite pragmatic for current developers to applying stagey in the field by research findings. The second layer of research onion is referring to research approaches. The deductive approach is appropriate to use in here but the factors in the approach can be more specific and easy to argue from the findings on research. The third part of framework is research strategies, which used to investigate the research aims and questions. The quantitative research is suitable to use in this paper that applicant experiment to test the hypothesis and use cluster sample to selected targeted population. But there are some argue that probability samples will be more flexible where the research findings are involving the percentage to interpret aspects of current situation and the mixed with Random samples and cluster samples. This may open a question that it is lack of any further statistical data to carried out the study in this research. The fourth layer in this framework is Research choices, although the Multimethod quantitative studies is adopted to applicant in here but I will suggest to use Mixed methods which established with different type of methods (quantitative and qualitative) to improve the explaining in a depth understanding if there are sufficient qualitative research data. The fifth layer is the research time horizons, which emphasis in the extent of the period of time. The research is using longitudinal studies in here that refers to

the change and development in different period of time with the same thing but the period of time in the research should expand longer because the mobile technology is sensitive to changed in every time. Finally, the sixth layer is research techniques and procedures. In this part, different Data collection technologies are required but the research hasnt mention about the methods to collect samples from the mobile subscribers. It is necessary to have primary data collect technologies to assist the carried out of study and it may counter balance the overall weakness and strength of the approach (Lawrence Manion, Keith Morrison, 2011). There were few of limitation in the research. Frist, It didnt include any latest from of app download such as the iPad or the digital camera, Telematics platform or the mini laptop. Those from of applications on such set of devices are already developing in the period of time. Second, it is too big to put focus on five regions. In other words, which mean that too difficult to taking sample on whole of the world. The research findings will be more predictable if we just focus on a narrow range of sample like main cities in five regions. In addition, the research has make a blurring instance on white label services (operator branded) provide by providers through the operator/OEM deck which will make researcher difficult to determined the percentage split between the platforms (featurephone and smartphone) of ondeck or offdeck. Furthermore, the technology reputation is straightly different in the developing regions such as Africa thus the proportion of people using smartphone or featurephone are not in the same standard. According to the said of Steve Jobs, Innovation has no limits. The only limit is your imagination. The attention must be focus on removing the limitation in the research which in order to create more flexible framework for analyzing the potential in sizing up the mobile market.

Reference 1. S. CHETAN [2010], Sizing up the global mobile apps market, Chetan Sharma Consulting, Passion for Innovation 2. Del Rey, Jason [2011], APP TIME, Mansueto Ventures LL Inc. Vol. 32 Issue 10,p116-118 3. SALZ, PEGGY ANNE [2011], Going to the App Market, Information Today Inc, Vol. 34 Issue 8, p14 4. Mark N.K. Saunders, 2009. Research Methods for Business Students (5th Edition). Prentice Hall, p318 5. Martin B.D, 2007.Doing a successful research project (1st Edition). Palgrave Macmillan, p51, 61-62 6. Frances Brassington, Stephen Pettitt,2006.Principles of Marketing (4th Edition). Prentice Hall, p817 7. Jonathan Weinberg [2012], Disability app designed by London terrorism survivor, BBC Technology News, http://www.bbc.co.uk/news/technology-16799242 8. Louis Cohen, Lawrence Manion and Keith Morrison, 2011. Research Methods in Education (7th edition). Routledge, p128-129 9. Walter Isaacson, 2011 Steve Jobs: The Exclusive Biography (1st Edition). Little, Brown, p5