Identifying windows 8 killer apps marketing mix

Abstract

Today we live in a much more complex and interconnected world than ever before. Social and Environmental trends indicate that Mobile phones, Mobile apps and the availability of high speed internet connection have changed the way we connect to people and the way we live. Apps are being created for everything from watching movies, to paying bills to saving energy at home. Feature phones and Smart phones have reached places and people where personal computers could not reach. The mobile handset tele-density in developing countries like India is slightly less than 50%, meaning, still there is a large untapped market. With the introduction of 3G, ever-declining ASP (Average Sales Price) of a smart phone and rising middle class in emerging markets, the mobile app market is expected to peak in the coming one or two years and is here to stay. The mobile app ecosystem has developed leaps and bounds to cater to the needs of these consumers. Top four players in the ecosystem are Apple, Google, Microsoft and Blackberry. Apple and Google are way ahead in the market with nearly 90% market share. Microsoft and Blackberry missed the bus and are now pouring in resources to catch up in the mobile app market. It is within this context, we have done this project for Microsoft. Through this project we used marketing engineering approach to analyze Microsoft s current positioning in this market and provide recommendations for repositioning itself in the mobile app market. The analysis culminates in recommending a relevant marketing mix for it to effectively catch up in the mobile app market and compete aggressively.