Firmware Development Work on Expanding the Use of Smart Phone Applications

Subject Areas : Media Management

Hossein Maadanipour ¹ , Ahmad Aslizadeh ²

1 - Master of Science (MSc), Executive Management, Faculty of Management, Islamic Azad University, Saveh, Iran
2 - Assistant Professor, Industrial Management, Islamic Azad University, Yadagh Imam (RA), Iran

Received: 2017-01-25 Accepted : 2017-03-06 Published : 2017-02-19

Keywords: Adoption, application, Diffusion innovation theory, Digital media, Mobile marketing, Smartphone,

Abstract :

Current study has done to investigate the effect of smartphone operation systems development on application usage rate as a new media and new marketing channel. For this purpose, the effect has been formulated by diffusion innovation theory of Rogers considering innovation and technology acceptance context. According to the model, features that cause an innovation and a technology adoption; are relative advantage, compatibility, complexity, trial ability, and visibility of the discussed phenomena. For more acquaintance of different operation systems, the history of creation and development in this field has been explained. Base on data that covered 377 users of an interactive application, correlation has been found. By regression analysis, the effect and coefficient has been proved. Results show that smartphone operation systems development has a positive effect on application usage rate. As a result, acceptor increase and growth rate of actual application users by OS development are more likely predictable.