Exploring How the Premium Value Proposition of an Equestrian Mobile App Meet Customer Needs: An Explorative Case Study Conducted Together with Equilab – The Equestrian Mobile Tracker App

Sarah Victoria Karin Jängnemyr

Student thesis: Master thesis

Abstract

This master’s thesis aims to answer the research question: how to increase the number of premium users in an equestrian mobile app by offering a value proposition meeting customer needs?
The research question has been examined for exploratory purposes within the specific company Equilab, being an equestrian mobile app employing the freemium business model. This study therefore includes literature review about customer conversion in the freemium business model, value proposition and revenue model. Multi-method qualitative research has been conducted to generate findings related to the literature review.
With an inductive approach, a conceptual framework was developed based on the analysis of the semi-structured interviews and identification of recurring themes. The conceptual framework approached the research question by capturing the key activities in how an equestrian mobile app can increase the number of premium users by offering a value proposition meeting customer needs.
Further, the conceptual framework was used to find the explicit factors increasing the number of premium users. Results show that equestrian mobile apps suggestively should decrease the premium fit to create incentives for users to upgrade, create demand (through inconvenience) by limiting valuable functionalities as an example of versioning and bundle across users by offering a discounted family plan. These propositions together are considered to answer the research question.

EducationsMSc in Business Administration and E-business, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2020
Number of pages118