Overview and grouping of evaluation criteria for the effectiveness of mobile applications

Objective. The study is conducted in order to identify the most valuable metrics for mobile application analytics and evaluate its effectiveness; consideration of the state and development trends of the mobile application market in the Russian Federation; determining priority areas for evaluating the effectiveness of mobile applications.

Method. To achieve this goal, methods of analyzing promising scientific sources in the field of mobile application development are used, and development trends in this area in the Russian Federation are considered, taking into account political and social phenomena. This allows us to highlight the cause-and-effect relationships of the position of the direction of mobile application development in the market of the Russian Federation, as well as to identify promising evaluation criteria for the effectiveness of mobile applications. The information obtained allows us to consider the problems of developing mobile applications from a new point of view. To evaluate the effectiveness of performance indicators, methods of comparative analysis of mobile application data are used.

Result. The results of the analysis of scientific sources are presented, the main evaluation criteria for the effectiveness of mobile applications are identified, their structuring is carried out, and the relationships between them are highlighted.

Conclusion. The performance indicators considered in this study are applicable for predicting the competitiveness of mobile applications and assessing their attractiveness to users. It should be noted that in order to successfully measure the effectiveness of mobile applications, it is necessary to take into account the evaluation criteria that are important for a particular product in the aggregate. This makes it easier to identify aspects of mobile applications that need to be changed and modified.

1. Maksimova, V.A. Mobile application as an object of intellectual property. Almanac of scientific works of young scientists of ITMO University: XLVII scientific and educational conference of ITMO University, St. Petersburg, January 30, 2018. - St. Petersburg: ITMO University, 2018; 101–103. – EDN UXYGWH. (In Russ)

2. Bogachenko, E.A. The market of mobile applications in Russia and the prospects for its development. Digitalization of society: state, problems, prospects: Proceedings of the VIII annual all-Russian scientific and practical conference, Moscow, June 03, 2021. - Moscow: Federal State Budgetary Educational Institution of Higher Education "REU them. G. V. Plekhanov”, 2021; 42–48. EDN SESDAG. (In Russ)

3. I.V. Nikolaeva, N.I. Nikolaev. Trends in the development of the video game industry in Russia and in the world. Bulletin of the Altai Academy of Economics and Law. 2020; 8(2): 277–282. DOI 10.17513/vaael.1286. – EDN NYGWLI. (In Russ)

4. URL: https://www.cnews.ru/reviews/mobilnost_v_biznese_2020/articles/rossijskij_rynok_mobilnoj_razrabotki The Russian mobile development market grew by 40% - (In Russ)

5. Mobile effect - URL: https://www.kommersant.ru/doc/4548686 (11/22/2021). (Accessed 11/21/2021). (In Russ)

6. Russian IT specialists are threatened by a lack of jobs URL: https://www.gazeta.ru/tech/news/2022/04/20/17602058.shtml (Accessed: 04/22/2022). (In Russ)

7. Ponomareva, E.A. Mobile applications of insurance organizations as a factor

8. in increasing non-price competition / E.A. Ponomarev, V.F. Badyukov // Insurance in the Information Society: Materials of the Interuniversity Scientific and Methodological Online Seminar, Khabarovsk-Moscow, April 25, 2019 / Edited by N.G. Adamchuk, R.T. Yuldasheva, V.F. Badyukova, O.I. Tishutina. - Khabarovsk-Moscow: Khabarovsk State University of Economics and Law, 2020; 58-64. – EDN MMYVAK. (In Russ)

9. Galushkina D.O. Methodical bases of the marketing analysis of mobile applications on the example of mobile games. Forum of young scientists. 2019; 2: 503-511. (In Russ)

10. Puolakanaho K. Monetization in free-to-play business model from a game designers point of view. 2018. (In Russ)

11. Lin Y, Chen S, Lin P, Tai A, Pan Y, Hsieh C, Lin S Assessing User Retention of a Mobile App: Survival Analysis JMIR Mhealth Uhealth 2020;8(11):e16309 URL: https://mhealth.jmir.org/2020/11/e16309 DOI: 10.2196/16309.

12. Alexa, S.V. Metrics and tools for evaluating the effectiveness of introducing a mobile application to the marke. Management sciences in the modern world. 2017; 1: 48–61. (In Russ)

13. Sigg, Stephan & Lagerspetz, Eemil & Peltonen, Ella & Nurmi, Petteri & Tarkoma, Sasu. Sovereignty of the Apps: There's more to Relevance than Downloads. 2016.

14. Sigg, Stephan & Lagerspetz, Eemil & Peltonen, Ella & Nurmi, Petteri & Tarkoma, Sasu. (2019). Exploiting Usage to Predict Instantaneous App Popularity: Trend Filters and Retention Rates. ACM Transactions on the Web. 13. 1–25. 10.1145/3199677.

15. Goncharova E. Monetization Strategies in Free–To–Play Mobile Games: Case: From The Bench. 2017. (In Russ)

16. Cherepanov E.V. Mobile Application Efficiency.BBK 60 P27. – 2016; 80. (In Russ) 16. Areskoug R. Applying Lean Analytics to Performance Metrics in M&A Earnouts. 2018.

17. Islam Rashedul & Mazumder, Tridib. Mobile application and its global impact. International Journal of Engineering & Technology. 2010; 10: 72-78.

18. Rulkov V. S. Marketing strategy for launching a mobile application on the market based on the freemium model. Professional of the Year 2019. 2019: 28–34. (In Russ)

19. Cohen E. L. What makes good games go viral? The role of technology use, efficacy, emotion and enjoyment in players’ decision to share a prosocial digital game. Computers in Human Behavior, 2015; 33: 321– 329.

20. Pluzhnik E. V., Nikulchev E. V. Virtual laboratories in cloud infrastructure of educational institutions // 2nd International Conference on Emission Electronics (ICEE). Selected papers; 2015; 67–69. (In Russ)