UM  > 中華醫藥研究院
Monetization on Mobile Platforms: Balancing in-App Advertising and User Base Growth
Yonghua Ji1; Ruibing Wang2,3; Qinglong Gou2
2019-09
Source PublicationPRODUCTION AND OPERATIONS MANAGEMENT
ISSN1059-1478
Volume28Issue:9Pages:2202-2220
Abstract

Monetizing the growth of mobile platforms is increasingly important as more and more users adopt mobile platformssuch as the Google’s Android OS and the Apple’s iOS. In this study, we use a differential game theoretical modelto study the problem of joint advertising investment and in-app advertising adoption decisions by platform owners andapp developers on a mobile platform. A key finding is that a platform owner may delay or even not offer an in-appadvertising program if the revenue from such a program is low, which could explain the termination of Apple’s iAd in-app advertising program. One unexpected result is that when determining advertising effort or the timing of an in-appadvertising program, a platform owner does not need to consider the app developer’s advertising effectiveness. Anotherinteresting result is that an app developer acts strategically with an increase in ease of app searching: he either followsthe platform owner to increase advertising or decreases it to take a free ride, depending on the effectiveness of his adver-tising effort. Finally, our analysis shows that in order to coordinate the mobile platform system, a central planner shouldadopt a mixed transfer payment scheme that includes both revenue sharing and advertising cost sharing, regardless ofwhether competition exists.

KeywordMobile Platforms System Coordination Differential Game Mobile Apps In-app Advertising
DOI10.1111/poms.13035
Indexed BySCI
Language英语
WOS Research AreaEngineering ; Operations Research & Management Science
WOS SubjectEngineering, Manufacturing ; Operations Research & Management Science
WOS IDWOS:000486200800004
Fulltext Access
Citation statistics
Cited Times [WOS]:3   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionInstitute of Chinese Medical Sciences
Corresponding AuthorYonghua Ji
Affiliation1.School of Business, University of Alberta, Edmonton, Alberta T6G 2R6, Canada
2.School of Management, University of Science and Technology of China, Hefei, Anhui 230026, China
3.College of Business, City University of Hong Kong, Kowloon, Hong Kong
Recommended Citation
GB/T 7714
Yonghua Ji,Ruibing Wang,Qinglong Gou. Monetization on Mobile Platforms: Balancing in-App Advertising and User Base Growth[J]. PRODUCTION AND OPERATIONS MANAGEMENT,2019,28(9):2202-2220.
APA Yonghua Ji,Ruibing Wang,&Qinglong Gou.(2019).Monetization on Mobile Platforms: Balancing in-App Advertising and User Base Growth.PRODUCTION AND OPERATIONS MANAGEMENT,28(9),2202-2220.
MLA Yonghua Ji,et al."Monetization on Mobile Platforms: Balancing in-App Advertising and User Base Growth".PRODUCTION AND OPERATIONS MANAGEMENT 28.9(2019):2202-2220.
Files in This Item:
There are no files associated with this item.
Related Services
Recommend this item
Bookmark
Usage statistics
Export to Endnote
Google Scholar
Similar articles in Google Scholar
[Yonghua Ji]'s Articles
[Ruibing Wang]'s Articles
[Qinglong Gou]'s Articles
Baidu academic
Similar articles in Baidu academic
[Yonghua Ji]'s Articles
[Ruibing Wang]'s Articles
[Qinglong Gou]'s Articles
Bing Scholar
Similar articles in Bing Scholar
[Yonghua Ji]'s Articles
[Ruibing Wang]'s Articles
[Qinglong Gou]'s Articles
Terms of Use
No data!
Social Bookmark/Share
All comments (0)
No comment.
 

Items in the repository are protected by copyright, with all rights reserved, unless otherwise indicated.