A Case Study for the Enhanced Performance Measurement Model in Mobile Business Environment

Abstract

Due to drastic growth of mobile customers in recent days, mobile business has brought a paradigm shift and expanded its application areas with mass production of various mobile business fields. Consequently, diverse attempts are being made in order to analyze the mobile business for its successful performance. In this work, we propose performance metrics to measure the performance of mobile business and suggest the enhanced performance measurement model for analyzing the mobile business using proposed performance metrics. The performance metrics are categorized into two types, customer retention and product engagement, according to the characteristics of each mobile businesses. We automatically collected the raw data from mobile applications and the crawling data from mobile market in order to measure performance metrics of mobile business and statistically analyzed the two performance metrics above using big data processing system based on cloud environment. In this work, we suggest the enhanced performance measurement model in mobile business environment and present the results analyzed with the proposed model as case study. The proposed model should support efficient decision making in mobile business field such as mobile marketing and mobile commerce.