Analysis of Mobile apps Industry in Greece_ Globo

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Executive MBA : GLOBO Mobile (A.M: EMBA 1316) : . , 2015

. , Globo Mobile, . . (8) , :

1: . 2: . .

3: , .

4: , . PEST Porter, .

5: . , , . 6: SWOT Analysis. , . K 7: . , . 8:

2

6 :

6

7 1:

71.1

81.2

91.3To Marketing

101.4To

131.5

191.6

201.7

21 1

23 2:

232.1

252.2 mobile Internet

262.3

28 2

29 3:

293.1

313.2

323.3

333.3.1 Globo Mobile

333.3.2 Velti

343.3.3 SAP Hellas

343.3.4 Upstream

353.3.5 Globo Technologies

353.4

38 3

39 :

39

40 4:

414.1- PEST

414.1.1

444.1.2

504.1.3

564.1.3

584.2 Porter

594.2.1 Porter

604.2.2

604.2.3

614.2.4

624.2.5

634.2.6

634.2.7

65 4

66 5:

665.1 GLOBO Plc

675.1.1

685.1.2

715.2

715.2.1

715.2.2

715.2.3 Marketing

725.3

725.4

725.5

735.6

755.7

755.8

765.9

775.10

775.11

795.12

825.13 (alanced Scorecard)

835.14 Globo

845.15

85 5

86 6: SWOT

876.1 ( Strengths)

876.2 (Weaknesses)

886.3

906.4 (pportunities)

906.5

916.6

936.7

94 6

96 :

96

97 7: GLOBO

978.1 Management

988.2

998.3

1018.4 Globo Plc

1037.5 Globo Mobile

105 7

106 8: -

1068.1

1078.2

1078.3

109 :

109

110 1 :

111 2 :

112 3 :

113 4 :

114 5 :

115 6 :

117 7 : Globo Mobile 2011-2014

118 8 :

11 1.1: Internet

1.2: Internet (2012)12 1.3: 13 1.4: 14 1.5: 15 1.6: 16 1.7: 16 1.8: 17 1.9: downloads 18 1.10: 2011 -201719 2.1: .23 2.2: / , .24 2.3 : 12 , 20121324 2.4: , 201325 3.1: 30 3.2: 34 3.3: 36 3.4: 37 4.1: PEST42 4.2: 2009-201346 4.3: 2014-201647 4.4: 48 4.5: 48 4.6: , (2009-2013)49 4.7: 2004-201351 4.8: 52 4.9: , 55 4.10: , , .55 4.11: ( 2015)57 4.12: To Porter60 5.1: Globo Plc66 5.2: Globo obile74 5.3: 81 6.1: 89 6.2: 92 6.3: 94 7.1: 100 7.2: 101 7.3: (TOWS Matrix)104

:

1: 1.1 , , . 21 , , , , .

, , . , , , , marketing, .

, , , , , .

, , , , , .

. , , . , , .

, , , , .

, . , , , , , .

, , , , , , marketing, , , . 1.1

Levitt (1983) . . , , , . , .

(2011) , , , . . , , . , .

, , - (semi globalization), . (Ghemawat and Altman, 2014). .

, Ernst&Young (2011), Globalization and new strategies for Growth, , , .

, , , .

, , . , , , Marketing.

1.2 To Marketing

, , , (Cateora et al. 2009). To (global) marketing , marketing, .

Johannson (2009) marketing : ()

, . marketing . (e-commerce), . (Melewar and Smith, 2003).

() . Marketing , , .

1.3 To

, 20 . , , . nternet (mobile Internet), . , , mobile Internet, . PwC Internet $689,29 8%. ( 1.1)

1.1: Internet : PwCTo Boston Consulting Group (2015) 7 , (smartphones). H Internet, , 18% 2011 36% , 2016. , , , , , . 3G 4G, .

McKinsey (2014) . , 2012 $17,5 , $4,4 , 192 . ( 1.2).

1.2: Internet (2012)

: McKinseyH , .

, mobile Internet . , , , .

Marketing mobile, . , emarketer.com, 2018 2,56 , 51,7% . ( 1.3)

1.3:

: emarketer.com , (mobile apps industry), , .

1.4

Apple 2006. , Apple , iTunes, , , , email, ..

, , .

, Google Android, . Nokia, Blackberry , . , 2010 Microsoft Windows mobile.

, . ( 1.4).

1.4:

: idc.com Android 2015 78%. iOS (pple) 18,3%, Windows Phone 2,7% BlackBerry OS 0,7%. . , Flurry (2014) 2014 9 (177 168). ( 1.5).

1.5: : marketingland.com , , .

Nielsen (2015) 63,7% . 23:02 2012 37:08 2014, . , 2012 23,3 26,8 2013. ( 1.6)

1.6: : Nielsen , 85% . , Forresters US (2014) .

. ( 1.7)

1.7: : Forresters US Consumer . , ( 1.8), (app stores). T appfigures.

1.8:

: appfigures 2014 2,5 .

downloads , . Gartner (2013) 2017 $77 , downloads 268 , 14,7 . ( 1.9)

1.9: downloads : Gartner.com, DigiCapital (2013) , , . (74% 2013), 49% 2016. , . , 600%. , 2007 , , . ( 1.10)

1.10: 2011 -2017

: DigiCapital

1.5

H . ., , apptentive.com :

. , .

. cloud .

. , , Gartner 75% .. Beacon and Location based, .

. , , .

. m-commerce, m-banking mobile : 19% (eMarketer, 2014), Apple Google , .. Internet of Things (IoT): , , .

.Big Data and Apps Analytics: .

. (enterprise apps), 2 , ..Mobile Marketing. . Apps Marketing

. Mobile Gaming

, , , . , , .

1.6

. , , .

, , .

.

. . , .

, , .

, , , , , .

. , , , , , .

1 1. Melewar, T.C., and Nichola Smith. "The Internet Revolution: Some Global Marketing Implications." Marketing Intelligence & Planning: 363-69. Print.2. "15 Mobile App Development Trends To Look Out For In 2015." Being Apptentive Blog. 23 Feb. 2015. Web. 1 Oct. 2015.

3. "2 Billion Consumers Worldwide to Get Smart(phones) by 2016 - EMarketer." Free Digital Marketing Article. Web. 1 Oct. 2015.

4. "Consumers Spend 85% Of Time On Smartphones In Apps, But Only 5 Apps See HeavyUse." TechCrunch. Web. 1 Oct. 2015.

5. "Gartner Says Free Apps Will Account for Nearly 90 Percent of Total Mobile App Store Downloads in 2012." Gartner Says Free Apps Will Account for Nearly 90 Percent of Total Mobile App Store Downloads in 2012. Web. 1 Oct. 2015.

6. "Global Information Justice: Rights, Responsibilities, and ..." Web. 1 Oct. 2015.

7. "Globalization and New Strategies for Growth - The World Is Bumpy." - EY. Web. 1 Oct. 2015.

8. "IDC: Smartphone OS Market Share." Www.idc.com. Web. 1 Oct. 2015.

9. Levitt, Theodore. The Marketing Imagination. New York: Free ;, 1983. Print.10. "Making Sense of Globalization." Strategy Business. Web. 1 Oct. 2015.

11. "Mobile Apps Could Hit $70B in Revenues By 2017." Venture Beat. Web. 1 Oct. 2015.

12. "Mobile Apps Could Hit $70B in Revenues By 2017." Venture Beat. Web. 1 Oct. 2015.13. "Reports: Mobile Apps Capture Most Internet Time, Exceed TV." Marketing Land. 15 Dec. 2014. Web. 1 Oct. 2015.

14. Spillan, John E. "International Mark