Managing Mobile Platform Proliferation and Smartphone Market Fragmentation

By

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CHAPTER 03: METHODOLOGY1

3.1 Introduction of the Chapter1

3.2 Research Strategy2

3.1.1. Overview of Qualitative and Quantitative Research Approaches2

3.1.2. Overview of the Mixed Method Research Approach5

3.1.3 Justification for Chosen Method5

3.3 Design of the Research Approach6

3.2.1 Inductive and Deductive approaches7

3.4 Administration of the Research8

3.4.1. Research Process9

3.4.2 Research Instrument10

3.4.3 Sampling Method10

3.4.4 Sample Size11

3.4.5 Data Analyses11

3.5 Research Ethics12

3.5.1. Confidentiality14

CHAPTER 04: ANALYSIS AND DISCUSSION15

4.1. Introduction to the Chapter15

4.2 Survey Results15

4.3. Qualitative Analysis21

4.3.1 Creation and Promotion of Software Products across the Fragmented Market21

4.3.1.2. Establishing Brand Loyalty Cues22

4.3.1.3. Use of Social Media Promotions23

4.3.1.4 Marketing by Gender24

4.3.2 What are the factors to consider while embarking in this complex market?25

4.3.2.1. Overall Low Entry Barrier26

4.3.2.2. Absence of Experience Curve or Economies of Scales26

4.3.2.3. High Cost27

4.3.3 Market Segmentation Strategies27

4.3.3.1 Age27

4.3.3.2. Gender and Lifestyle28

4.3.3.3. Ethnicity28

4.4 Relevant Observations & Experiences by Consultants29

4.4.1 Required developments in the Software development Companies29

4.4.2. Java Framework for Developing Applications30

4.4.3 Brand Loyalty30

4.5. Discussion31

CHAPTER 05: CONCLUSION33

1.1 Introduction of the Chapter33

5.2 Conclusion of the Analysis33

5.3 Overall Conclusions39

5.4 Limitations of the Study40

5.5 Opportunities for Further Research41

REFERENCES43

APPENDICES47

CHAPTER 03: METHODOLOGY

3.1 Introduction of the Chapter

The literature review revealed that research based on Managing Mobile Platform Proliferation and Smartphone Market Fragmentation has been carried out in a comprehensive manner. The purpose of this qualitative method exploratory study is to observe and analyse the responses of the participants towards the efficacy of the analytically developed Mobile platform proliferation and Smartphone Market fragmentation. This chapter will provide a thorough overview of the research design of the proposed study. Furthermore, this chapter expands on the factors of the research design, particularly, and towards the research strategy of the proposed study. In the judgment of the methodology for the proposed research, the researcher will consider survey from the people and a review of published reports and research papers.

This chapter will provide a detailed outline of the research design of the proposed study. This chapter also expands on the elements of the research design, in particular, and towards the research approach of the proposed study. This chapter will expand on the single approach, which includes the quantitative approach. This chapter describes the procedures used to conduct the study. The objectives of this chapter are to explain the appropriateness of the research design, to describe the characteristics of the population and sample for the study, and to define the predictor and criterion variables. The discussion will identify the research instrument; describe the reliability and validity of the instrument.

3.2 Research Strategy

The strategies used in mixed-method approach include explanatory, exploratory, transformative, or concurrent strategies. The proposed study will employ an exploratory and explanatory mixed method research strategy. This perspective reflects the purpose of the study and the research questions, which are the driving forces behind all methodological choices (Burns, & Grove, 2005, pp.3). The current study identified the effective and efficient ways for managing the mobile platform proliferation and Smartphone market fragmentation. The study addressed the central question: ?How can mobile software developers/companies create and promote competitively their software products across the fragmented market? To address this question, the ...