You have recently graduated and have secured a role as a Marketing Assistant for an App Developer Enterprise (choose any Services focused app that you personally rate highly). You are asked by your...

Marketing Assistant for an App Develope
Marketing Assistant for an App Develope
Marketing Assistant for an App Develope
Student Name
University Name
Contents
1.    Introduction    3
2.    UBER app and background    3
Core service services of UBER app    3
3.    Design of UBER to engage users and retain their loyalty    5
4.    Customer Value and
iefly describe each of the elements of Customer Value    6
5.    These value propositions relate to App’s users    7
5.1 Functional    7
5.2 Emotional    8
5.3 Experience    8
5.4 Time and Place    9
5.5 Problem solving value    9
5.6 Positioning Strategy    10
6.    App’s core service and discuss which value propositions are evident in
and's core service    10
7.    App deploys User Satisfaction measures and a positioning strategy    10
8.    Technology contributes to the firm's value offering    11
9.    Recommendations for improving the value offerings embedded into the App    11
10.    Conclusion    12
References    13
Appendices    15
1. Introduction
For this report as a Marketing Assistant for an App Developer Enterprise, I select UBER app which is a service based application. This report is about on how new Customer Value may be created and existing Customer Value may be advanced by this App. Value received by UBER users which include some of the following types of value such as Functional, Emotional, Social, Experience, Time, Place as well as Problem Solving value. This report help manager intends to prepare a power point presentation for the firm's founders at an upcoming strategic meeting and she will develop a strong and engaging presentation.
2. UBER app and background
Core service services of UBER app
On-demand transportation technology is Uber’s core service, and the application that connects driver-partners as well as riders is what makes it all possible. Uber app is a
illiant two-sided platform which connects drivers and customers who need to ride a car to provide them with network connectivity. The platform is characterized by a shift between the two parties, the exchange of information, money as well as transportation itself. The value of UBER platform depends on its ability to connect with the parties and the ability to attract new producers and users/customers. This value depends on the direct network effect: the utility of the platform user increases as the size of both parties’ increases. Therefore, the priority of such platforms is to rapidly build a strong customer base to promote direct network impact moreover to gain a leading position for new entrants.
Uber app is a high-technology firm founded in 2009. It links the transportation industry to technology through its excellent ride-sharing application. In 2014, UBER was called as a riskiest venture capital firm. By 2014, Uber served in more than 200 cities in almost 53 countries. Uber's value is over $40 billion. This means that its value exceeds all taxi and limousine industries in the United States. The startup’s annual revenue is expected to reach $10 billion by 2015. By pressing the button on Uber app, the car will pick up the customer due to GPS location of the phone. Not only will customers enjoy the advantages of this app, however drivers can also get benefits from this platform. Uber drivers are more flexible than regular taxi drivers and they can open and close applications at any time and let them decide their individual work schedule. In addition, through the “surge pricing”, pricing methods vary according to the real-time supply and demand conditions, and as long as the demand is higher than the quotation, they can get more benefits, such as waiting for a passenger to ride in a Super Bowl or during Christmas. The cost is also lower, and although the average price is lower, their hourly income is still higher. The value of this San Francisco-based corporate service was immediately recognized by the market and achieved remarkable success. Six months after launching the mobile app, Uber has reached approximately 6,000 users who drive between 10,000 and 20,000 times. Today, Uber has been launched in 412 cities and 70 countries around the world.
Fig: How UBER works
Image Source: steemit.com
3. Design of UBER to engage users and retain their loyalty
An Android-based service provider application is proposed and the backend is supported to manage service providers and their active services and payments. In addition, it is recommended to track and monitor the service through the call center. It is also recommended to support consumer applications to allow consumers to track providers in real time. An existing third-party SDK for real-time tracking is also proposed to speed up the development and release process. Uber's successful value proposition has been recognized globally and has become a bilateral platform. Unlike many companies that need to build platforms around their products to take advantage of their market, in the case of Uber, the product can be seen as the platform itself. Define each customer's value and
iefly describe each element of customer value.
4. Customer Value and
iefly describe each of the elements of Customer Value
Functional value: Functional value refers to the product and service that focuses on convenience, has the capability to easily solve the problems, is better, is easier to use, and is
oader than other products or services.
Social: Social value means how a product and service affects the social environment.
Emotion: A product or service provides a financial advantage that promotes energy savings, time savings or innovation.
Experience: Experience value depends on what customer’s value company experience.
Time and place: Customer value depends on time and place because if the customer a
ives on time and at the perfect...