Monetization when the time is limited : A multiple case study on temporary mobile apps

Abstract: A successful mobile app monetization strategy is the foundation of any sustainable future business. App developers, in this regard, face the demanding challenge of building, maintaining and monetizing this strategy respectively. Factors, such as users' increasing unwillingness to pay for an app, impacts monetization methods negatively which makes current monetization strategies ever more challenging. Particularly for temporary apps, this phenomenon is ever influential. This research therefore addresses how companies can maximize the monetization of users if the usage of the app is limited by time. The researchers examined existing literature on app monetization and discovered that no research has been conducted on temporary apps yet, which highlights a specific research gap in a changing business environment. By conducting expert interviews on app monetization in combination with a multiple case study, investigating four temporary apps, this research found out that temporary apps do not monetize differently than non-temporary apps. This paper uncovered that there is a trend happening within the mobile app monetization industry that shifts from user-based monetization, where the user pays for the app, towards a partner-based monetization strategy. In this regard, external companies provide the revenue for the app. Particularly interesting is the potential of mobile data monetization, which is invisible for the user, thus providing a valuable strategy for the company. Comprising all executed research and insights gathered, the paper built the Mobile App Monetization Model. It examines the challenges and opportunities companies face during their monetization and which success and goal metrics are influential in their decision-making. It summarizes the current most important topics in the mobile app monetization field.