Impact of mobile app user acquisition on managerial decisions: Evidence from empirical experiment

In this research we conducted a mixed research, using qualitative and quantitative analysis to study the relationship and impact between mobile advertisement and mobile app user acquisition and the conclusions companies can derive from it. Data was gathered from management of mobile advertisement campaigns of a portfolio of three different mobile apps. We found that a number of implications can be extracted from this intersection, namely to product development, internationalisation and management of marketing budget. We propose further research on alternative app users sources, impact of revenue on apps and exploitation of product segments: wearable technology and Internet of Things.

Cliente mobile para consumo e disponibilização de serviços georreferenciados

Actualmente as aplicações móveis são indispensáveis para o utilizador. De acordo com estudos recentes, as receitas geradas pela sua utilização resultaram em aproximadamente 20 biliões de dólares só em 2013. Com estes valores estima-se que no futuro estes números aumentem, daí tornar-se imperativo abordar num estudo científico sobre este mercado em expansão. A somar às inúmeras aplicações referentes ao sistema móvel Android, surgem as aplicações de serviços georreferenciados que vão aqui ser abordadas em maior profundidade, nomeadamente o consumo e disponibilização destes serviços em clientes mobile. Ponderadas diversas soluções é possível com alguns melhoramentos atingir benefícios específicos para um maior número de utilizadores tendo em conta as suas características a priori. Uma das questões principais passa pela capacidade de publicação de diversas fontes de informação (vários publishers) com o uso de uma Application Programing Interface (API) documentada e aberta para que qualquer entidade possa publicar os seus conteúdos georreferenciados. O consumo por parte dos utilizadores (subscriber) é feita numa plataforma móvel Android onde os possam vários publishers possam publicar os seus conteúdos a partir da posição do utilizador. Esta publicação será facilitada criando bases de dados para o armazenamento de todas as informações relevantes tanto da parte dos publishers como dos subscribers. A validação deste trabalho consistiu em testar vários tipos de publicações, nomeadamente texto, imagem e gráficos na sua pesquisa e consumo numa plataforma móvel Android. Numa segunda fase, foi testada a publicação de gráficos em tempo real na plataforma.

Augmenting spaces and creating interactive experiences using video camera networks

This research addresses the problem of creating interactive experiences to encourage people to explore spaces. Besides the obvious spaces to visit, such as museums or art galleries, spaces that people visit can be, for example, a supermarket or a restaurant. As technology evolves, people become more demanding in the way they use it and expect better forms of interaction with the space that surrounds them. Interaction with the space allows information to be transmitted to the visitors in a friendly way, leading visitors to explore it and gain knowledge. Systems to provide better experiences while exploring spaces demand hardware and software that is not in the reach of every space owner either because of the cost or inconvenience of the installation, that can damage artefacts or the space environment. We propose a system adaptable to the spaces, that uses a video camera network and a wi-fi network present at the space (or that can be installed) to provide means to support interactive experiences using the visitor’s mobile device. The system is composed of an infrastructure (called vuSpot), a language grammar used to describe interactions at a space (called XploreDescription), a visual tool used to design interactive experiences (called XploreBuilder) and a tool used to create interactive experiences (called urSpace). By using XploreBuilder, a tool built of top of vuSpot, a user with little or no experience in programming can define a space and design interactive experiences. This tool generates a description of the space and of the interactions at that space (that complies with the XploreDescription grammar). These descriptions can be given to urSpace, another tool built of top of vuSpot, that creates the interactive experience application. With this system we explore new forms of interaction and use mobile devices and pico projectors to deliver additional information to the users leading to the creation of interactive experiences. The several components are presented as well as the results of the respective user tests, which were positive. The design and implementation becomes cheaper, faster, more flexible and, since it does not depend on the knowledge of a programming language, accessible for the general public.

A business plan for a new mobile application to the consumer foodservice industry

The Portuguese consumer foodservice industry is experiencing a boost in technology adoption, driven by significant changes in consumer behavior and business dynamics, due to mobile increasing penetration. Accordingly, the present work project consists on developing a business plan for meeting an identified opportunity in the technological foodservice landscape. Therefore, this report is divided into three sections, each of which addressing different objectives: (A) External Environment, providing key external insights that support the opportunity; (B) Strategy Formulation, establishing a strategic direction; and (C) Action Plan, determining an implementation plan for starting the business

User-centric product derivation in software product lines

Software Product Line (SPL) engineering aims at achieving efficient development of software products in a specific domain. New products are obtained via a process which entails creating a new configuration specifying the desired product’s features. This configuration must necessarily conform to a variability model, that describes the scope of the SPL, or else it is not viable. To ensure this, configuration tools are used that do not allow invalid configurations to be expressed. A different concern, however, is making sure that a product addresses the stakeholders’ needs as best as possible. The stakeholders may not be experts on the domain, so they may have unrealistic expectations. Also, the scope of the SPL is determined not only by the domain but also by limitations of the development platforms. It is therefore possible that the desired set of features goes beyond what is possible to currently create with the SPL. This means that configuration tools should provide support not only for creating valid products, but also for improving satisfaction of user concerns. We address this goal by providing a user-centric configuration process that offers suggestions during the configuration process, based on the use of soft constraints, and identifying and explaining potential conflicts that may arise. Suggestions help mitigating stakeholder uncertainty and poor domain knowledge, by helping them address well known and desirable domain-related concerns. On the other hand, automated conflict identification and explanation helps the stakeholders to understand the trade-offs required for realizing their vision, allowing informed resolution of conflicts. Additionally, we propose a prototype-based approach to configuration, that addresses the order-dependency issues by allowing the complete (or partial) specification of the features in a single step. A subsequent resolution process will then identify possible repairs, or trade-offs, that may be required for viabilization.

Growth hacking model for B2B saas startups

The following project introduces a model of Growth Hacking strategies for business-tobusiness Software-as-a-Service startups that was developed in collaboration with and applied to a Portuguese startup called Liquid. The work addresses digital marketing channels such as content marketing, email marketing, social marketing and selling. Further, the company’s product, pricing strategy, partnerships and website communication are examined. Applying best case practices, competitor benchmarks and interview insights from numerous industry influencers and experts, areas for improvement are deduced and procedures for each of those channels recommended.

Proposta de um modelo de medição e análise da satisfação de clientes em empresas de software : caso prático do ambiente business-to-business

Os estudos da satisfação e lealdade do cliente em ambiente Business-to-Business têm emergido devido ao interesse práctico e académico. Recorreu-se a um caso práctico de uma empresa de software internacional, ESRI, a operar em Portugal com modelo de negócio B2B e comportamento de compra extensivo. Desenvolveu-se um modelo estrutural com 11 variáveis latentes: lealdade; satisfação; imagem; atmosfera; cooperação; adaptação; processos; tecnologia; orientação ao cliente; competências; colaboradores e comunicação. Foram analisadas 304 respostas ao questionário de satisfação e de seguida aplicou-se o modelo a seis grupos de clientes segmentados de acordo com a contribuição do cliente para as receitas e o comportamento no processo de decisão de compra. Recorreu-se a modelos SEM (Structural Equation Modelling) com estimação dos parâmetros através da metodologia PLS (partial Least Squares). Os resultados mostram nos seis segmentos, que os valores da empresa, a cooperação através da competência dos colaboradores e da orientação ao cliente e a tecnologia são factores mais importantes para a satisfação e lealdade dos clientes.