MISMobile Platform 英文论文移动平台.docx
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MISMobile Platform 英文论文移动平台.docx
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MISMobilePlatform英文论文移动平台
MobilePlatform
YaxiHan
FH-SWFBBA,MIS-B
TableofContent
MobilePlatform1
1.Abstract3
2.Introduction4
3.Whatismobileplatform?
4
3.1Definition4
3.2Categories5
3.3MarketShare5
3.4AppStores6
4.DevelopmentofMobilePlatform7
4.1Hitory7
4.2FutureTrend9
5.MobilePlatforminDailyLife9
6.MobilePlatforminBusiness11
7.MobileMarketing12
7.1M-commerce12
7.2CaseStudy:
DurexBabyApp12
8.Conclusion13
9.References14
1.
Abstract
Theusageofmobiledeviceshasbeengrowingdramaticallyoverthelastseveralyears.Ifpeoplecomparetheglobalusageofpersonalcomputersandmobiledevices,wecanfindthatmobiledeviceshaveapproximatelyfourtimesmoreusagethanPCs.Thereisacleartrendthatdesktopadvanceshavemadetheirwaytoeverymobileplatform.Thispaperintendstoindicatethedevelopmentofthemobileplatform,giveexamplesofhowtousemobileplatformsindailylifeandbusinessandanalyzehowcompanieschangethemarketingmodeundertheenvironmentofM-commerce.
Keywords:
Mobileplatform,IOS,Android,MobileMarketing,M-commerce
2.Introduction
Mobiledeviceshavebecomerapidlyadoptiveworldwide.Smartphonesandtabletsarebecominganidenticalsignofmodernlife.Withthedevelopmentofmobiletechnologyandtheeffortsofappdevelopers,themobileplatform,basedonthesemobiledevices,havechangedpeople’slifeandalsothebusinessactivities.It’simportanttocognizemobileplatformanditsdevelopmentsothatwecanbetteruseitindaylilylifeandalsobusiness.
3.WhatisaMobilePlatform?
3.1Definition
It’ssignificanttoknowwhataremobiledeviceswhendefiningthemobileplatform.Mostpeoplebelievethatthemobiledeviceisonlythemobilephone.Mobiledevicesareproliferatingaroundtheworld.Amobiledevicecanbeanyhandheldcomputersuchastablets,e-readersandalsosmartphones.Recently,wearabledeviceshavebecomemorepopularandcommon.Thesearealsomobiledevicesincludingsmartwatches.
Havingidentifiedmobiledevices,themobileplatformisdefinedasthemobiledevice’shardware,theoperatingsystemofthedevice,thedistributionmechanismsforpurchasingandinstallingapps,andanycloud-basedstorageorprocessingservicesassociatedwiththeoperatingsystem(Brookman,2010).Theseplatformscanbeseenasatooltomediatethewayappshaveaccesstouser’sinformationbasedonthemobiledevice’operatingsystem,whichcanalsobeconsideredasthemaindutyofamobileplatform.
3.2Categories
Therearethreekindsofmobileplatformslikeallsoftwareplatforms:
licensed,proprietary,andopensource(Fling,2009).Proprietaryplatformisthemobileplatformwherethedevelopersordistributorsreserveallfreedomsandrights.Theyarenotavailableforusebycompetingdevicemakers.TheseincludeiOSandBlackberry.Opensourceplatformisamobileplatformwithitssourcecodemadeavailableforuserstodownload,alter,andeditforanypurpose.Opensourcemobileplatformsareslightlycontroversial,buttheyareincreasinglyattractivetodevicemakersanddevelopers.AndroidandSymbianaretheexamples.Licensedplatformsaresoldtodevicemakersfornonexclusivedistributionondevices.Windowsphoneisoneofthelicensedplatforms.
3.3MarketShare
Theincreasingimportanceofmobileplatformshastriggeredintensecompetitionamongtechnologygiants,likeSymbian,Google,Microsoft,Apple,andNokiainabidtocapturethebiggermarketshareformobileplatform(NisargGandhewar,2010).
Hereweonlycomparethetwomainoperatingsystems:
iOSandAndroid.AccordingtoIDC2015Q1,Androiddominatedthemarketwitha78.0%share.iOSdeclinethemarketshareslightlyto18.3%with61.2millionshipments.
Figure1-GlobalMarketShareofSmartphone(Q12015)
3.4AppStores
TherearethreemainappstoresforthedevicesusingiOSandAndroidoperatingsystem:
iOSAppStore,GooglePlayandAmazonAppStore.
TheiOSAppStoreisadigitaldistributionplatformformobileapps,developedandmaintainedbyAppleInc.ItallowsuserstobrowseanddownloadapplicationsthataredevelopedwithApple'sIOSSDK.TheappscanbedownloadeddirectlytoaniOSdevice,orontoapersonalcomputerviaiTunes.OnJune8,2015,AppleannouncedthattheAppStorehadcrossed100billiondownloads.Theavailableappshavereachedmorethat1,400,000in2015(wikipedia,2015).
GoogledevelopstheonlineappstoreforAndroiddevices.MostoftheAndroiddevicespreinstalledGooglePlay,whichallowsuserstobrowse,buy,download,andratedifferentavailableapplications.Unlikewiththeappleappstore,thereisnorequirementthatAndroidappsshouldbeacquiredfromAndroidMarket.Androidappsmaybeobtainedfromanysourceincludingadeveloper'swebsite.Also,Androiddeveloperscancreatetheirownapplicationmarket.Googledoesnothaveastrictrequirementfortheapplication.AccordingtoAppBrainStats,therearemorethan1,400,000applicationsavailableintheendof2014,ofwhichover1,200,000arefreeandover200,000arepaid.Googleseemstoremoveappswithlowqualityfromthestoreroughlyonceaquarter,whenthenumberofappsgoesdown(NisargGandhewar,2010).
TheAmazonAppStoreisanappstorefortheAndroidoperatingsystemoperatedbyA.Ithasauniquefeaturecalled"FreeAppoftheDay"whichmeansanapplication,mostlyagame,isofferedforfreeeveryday.WhentheAppstorelaunched,therewereonlyabout3,800apps.ButAsofJune2015,theappstorehasnearly334,000apps.
4.DevelopmentofMobilePlatform
4.1History
Whilediscussingtheevolutionofthemobileplatformfromtheperspectiveofthedevice,mostpeoplebelievethetelephoneisthestartofthestoryandisoneofthegreatestinventionsforhumanbeings.Afteritwasinventedin19century,thetelephoneenabledpeopletoreachacrosslongdistancesandshareinformation.Butforthemajorityofpeoplearoundtheworld,theyperceivea“phone”moreasapersonalcomputer.Themodernmobilephoneenablespeopletodonearlyeverythingthatcanbedonewithapersonalcomputer,butinamoreconvenientandmeaningfulway.Sotheantitypeofthemodemmobilephonecanbeconsideredasthepersonalcomputer.
BackIn1971,KenbakCorporationestablishedthefirstpersonalcomputer.Itenabledpeopletouseterminalstoshareideasandtosendmessagestootherusersonline.Thenin1989,theGRiDPadwasregardedasthefirsttabletcomputerwithatouchscreen.ItwasevenusedbytheUnitedStatesArmy.Itcanbeseenasanewdirectionofthepersonalcomputer’sdevelopment.
WiththeintroductionofHTMLandHTTPbyTimBerners-Lee,theWorldwideWebwasbornin1991.Thatnewstandardenableduserstocreatewebpages,fillthemwithcontentliketext,pictures,orsoundandtoconnectthemthroughhyperlinks.(ComputerMusuem,2012)Thesefunctionsestablishedafoundationofthesmartphone.
Oneyearlater,thefirstsmartphonecameup.ThereasonitwasregardedasthefirstsmartphoneisthatitincludedthefeaturesoftelephoneandhandheldPCinonedevice.Buttheboundarybetweenanormalphoneandasmartphonehasneverbeendefinedclearlyuntilnow.Althoughsmartphoneshaveallthesamecapabilitiesofafeaturephone,likemakingaphonecall,sendinganSMS,takingapicture,andaccessingthemobileweb.
AsSteveJobsoncesaid,“Everyonceinawhilearevolutionaryproductcomesalongthatchangeseverything.”In2007,heintroducedtheworldtotheiPhone.Lotsofexperts’insistiPhoneasoneofthemostsignificantmilestonesthatthemobileindustryhaseverseen.WhatwassonotableabouttheiPhonewashowitchangedeverydayperceptionsofwhatmobiletechnologycando.Itwasn’taphone,itwasn’tacomputer:
itwassomethingelseentirely(Fling,2009).
In2010,thefirstgenerationofiPadcameup.Itmadethecomputerexperiencetransparenttotheuserandoptimizedtheconsumption,makingitmucheasiertoconsumedatainallmannerofpositions(BAJARIN,2010).
Morerecently,wearabledeviceshavebeenonthegrowthinpersonalandbusinessuse.Thelatestwearabledevicesare,forexample,smartwatches,rings,bracelets,shoes,fabricsandmore.Thesedevicesmadethemobileplatformmuchwider.
Mobiledevicesstartedassimple,portabletelephones,buttheyevolved.Inaword,thereisacleartrendthroughthehistoryofmobileplatformformthedeviceperspectivethatdesktopadvanceshavemadetheirwaytoeverymobileplatform.
4.2FutureTrend
Today,1in3peopleintheworldownasmartphoneand1in7peopleownatablet.Timespentwithinmobileappsnowexceedsdesktopwebaccess.AccordingtoBIIntelligence,smartphonesaleswilldecreaseto1.5millionin2016.Butafteraddingallofthemobiledeviceshavepurchasedalreadyandstillinuse,therewilleasilybeovertwobillionmobiledevicesforconsumersandemployeesworldwide.
Asitshown,mobileplatformhavehadsabroaderdeviceanduserbasethanthewebandcomputerplatforms.Thisisamobileshift.Themobileshiftisnotabouttheshiftfromfixedpersonalcomputerstomobiledevices.Itis,rather,abouttheshiftfromfixedandrestrictedaccesstocomputingservicestoubiquitousaccess(Walters,2014).Baseonthat,itispredictablethatthereisstillalongwaytogointhedevelopmentofthemobileplatform.
5.MobilePlatforminDailyLife
Withthepopularizationofmobiledevicesandthedevelopmentofmobiletechnology,moreandmoreusefulappshavebeencreatedtoassistpeople’slife.
Yelpisoneoftheseapps.Itwasfoundedin2004tohelppeoplefindgreatlocalbusinesseslikedentists,hairstylists,andmechanics.Insteadofcarryingyell
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