Catalogue Search | MBRL
Are you sure you want to remove the book from the shelf?
{{itemTitle}}
65,246
result(s) for
"Computer software Marketing"
Sort by:
Freemium : how Zoom, HubSpot, Atlassian, and other top companies use product-led growth for low-cost customer acquisition and expansion
\"Companies like Dropbox, Zoom, Slack, Atlassian, and DocuSign grew into multi-billion-dollar companies using the 3-step \"Freemium\" product strategy: (1) instead of hiring an expensive sales force, give away software for free; (2) let happy users tell others; (3) offer a premium subscription version, producing a recurring revenue stream. Over the last three decades, Freemium strategy has evolved into a practice known to tech industry insiders as \"Product-Led Growth,\" which Harvard Business School Lecturer Frank Cespedes calls, \"probably the fastest-growing go-to-market model for businesses globally.\" Freemium is the authoritative guide to Product-Led Growth, written by Silicon Valley entrepreneur and Harvard MBA, Dave Boyce, who also developed the first MBA-level course on the topic. Freemium explains how to develop a product that can sell itself, how to ward off competitors, and how to move seamlessly upmarket, selling to larger and larger customers. It details how the product itself can be used for customer onboarding, customer service, and retention, so you don't have to hire costly talent to do these jobs. Freemium also details how non-software companies and enterprise-sales-led companies are leveraging product-led growth tactics within more traditional go-to-market motions. To understand and compete in nearly every tech-related industry today requires an understanding of the principles of Product-Led Growth. Freemium is the authoritative guide to a low-cost go-to-market strategy, proven to build huge companies\"-- Provided by publisher.
BOOK
Peaks, Valleys and Vistas
Discusses the launch of Microsoft's Vista, the latest version of Windows, in terms of whether the lack of buzz indicates the diminishment of the company's dominance, particularly in light of software advances that now see products delivered online directly to computers. Microsoft's response to competition is described. Adapted from the source document.
Magazine Article
Success in programming : how to gain recognition, power, and influence through personal branding
\"Why should you, a competent software developer or programmer, care about your own brand? After all, it's not like you're an actor or musician. In fact, as [this book demonstrates], ... it's never been more important for you to think about yourself as a brand. Doing so will provide rocket fuel for your career. You'll find better jobs and become the 'go-to' person in various situations. You'll become known for your expertise and leadership, and you'll find it easier to strike out on your own. People will seek out your advice and point of view. You'll get paid to speak, write, and consult. What's not to like about becoming a rock star developer?\"--Page 4 of cover.
Book
Platform ecosystems : aligning architecture, governance, and strategy
Platform Ecosystems is a hands-on guide that offers a complete roadmap for designing and orchestrating vibrant software platform ecosystems.Unlike software products that are managed, the evolution of ecosystems and their myriad participants must be orchestrated through a thoughtful alignment of architecture and governance.
eBook
Estimating Demand for Mobile Applications in the New Economy
In 2013, the global mobile app market was estimated at over US$50 billion and is expected to grow to $150 billion in the next two years. In this paper, we build a structural econometric model to quantify the vibrant platform competition between mobile (smartphone and tablet) apps on the Apple iOS and Google Android platforms and estimate consumer preferences toward different mobile app characteristics. We find that app demand increases with the in-app purchase option wherein a user can complete transactions within the app. On the contrary, app demand decreases with the in-app advertisement option where consumers are shown ads while they are engaging with the app. The direct effects on app revenue from the inclusion of an in-app purchase option and an in-app advertisement option are equivalent to offering a 28% price discount and increasing the price by 8%, respectively. We also find that a price discount strategy results in a greater increase of app demand in Google Play compared with Apple App Store, and app developers can maximize their revenue by providing a 50% discount on their paid apps. Using the estimated demand function, we find that mobile apps have enhanced consumer surplus by approximately $33.6 billion annually in the United States, and we discuss various implications for mobile marketing analytics, app pricing, and app design strategies.
This paper was accepted by Alok Gupta, special issue on business analytics
.
Journal Article
Frontiers: Machines vs. Humans: The Impact of Artificial Intelligence Chatbot Disclosure on Customer Purchases
Chatbot identity disclosure negatively affects customer purchases because customers perceive the disclosed bot as less knowledgeable and less empathetic.
Empowered by artificial intelligence (AI), chatbots are surging as new technologies with both business potential and customer pushback. This study exploits field experiment data on more than 6,200 customers who are randomized to receive highly structured outbound sales calls from chatbots or human workers. Results suggest that undisclosed chatbots are as effective as proficient workers and four times more effective than inexperienced workers in engendering customer purchases. However, a disclosure of chatbot identity before the machine–customer conversation reduces purchase rates by more than 79.7%. Additional analyses find that these results are robust to nonresponse bias and hang-ups, and the chatbot disclosure substantially decreases call length. Exploration of the mechanisms reveals that when customers know the conversational partner is not a human, they are curt and purchase less because they perceive the disclosed bot as less knowledgeable and less empathetic. The negative disclosure effect seems to be driven by a subjective human perception against machines, despite the objective competence of AI chatbots. Fortunately, such negative impact can be mitigated by a late disclosure timing strategy and customer prior AI experience. These findings offer useful implications for chatbot applications, customer targeting, and advertising in conversational commerce.
Journal Article