MISMobile Platform 英文论文移动平台Word下载.docx

MISMobile Platform 英文论文移动平台Word下载.docx

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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