Wassily Kandinsky wrote Über das Geistige in der Kunst, in 1912, and was translated from German into English by Michael Sadler. Naming it at first, “The Art of Spiritual Harmony” in 1914 it is known as, Concerning the Spiritual in Art. He wrote color and music theories based on angles, synesthetic experiences, subjective instincts, chromotherapy, and shapes. Kandinsky’s theories are worth continuing to research and bring forth into the new generation of technology where we can see music as numerical expressions. The goal of this iPhone Application is to teach users the relationship between color and music based on Kandinsky’s theories. / Includes bibliography. / Thesis (M.F.A.)--Florida Atlantic University, 2015. / FAU Electronic Theses and Dissertations Collection

ABSTRACT This thesis conducts profile analysis on the mobile application security using peer-review articles that were published from 2010 to 2018. From the analysis, we will identify prolific authors, intuitions, and geographic regions as well as the topics addressed by the articles. The profile analysis will reveal most frequently used research methods, research approaches (quantitative, qualitative and mixed), and theories used to study the field. This thesis reveals that none of the researchers have made significant contributions to the field, and researches are not collaborating to solve their research problems. The profile analysis shows that surveys and experiments are the most utilized research methods, and most researchers studied the field at a higher level, i.e., security was the focus of the research but did not go deeper into various aspects of security such as privacy, security vulnerabilities, and mobile application security best practices.

While a growing body of literature exists examining how intersecting social identities and structural organizations shape the on-campus hookup script, research examining the impact of technology on the hookup culture has been virtually nonexistent. Addressing this gap, this study adds to a current body of literature on the hookup culture and online dating by exploring how a diverse sample of young women and non-binary, femme individuals understand and negotiate interpersonal sexual scripts through the mobile dating app Tinder. Ultimately, findings from 25 in-depth interviews reveal how Tinder has shaped the sexual scripts of young adult dating into a "hybrid hookup script." Unlike the traditional college hookup culture, which centers the hookup script on fraternity parties, sexual dancing, and drinking, the hybrid hookup script reintroduces traditional dating practices, such as formal dates, into the modern sexual scripts of young adults. Specifically, the hybrid hookup script maintains the traditional gendered expectation that men initiate conversations and dates, while incorporating the patterns of drinking and the expectation of non-relational sex central to the on-campus hookup culture. Nearly all participants engaged in the hybrid hookup script to some extent; yet, women of color were overrepresented among those who eventually opted out of Tinder altogether. In particular, experiences of sexual and racial harassment created an environment in which women of color felt racially objectified and fetishized. As a result, the majority of women of color indicated that they deleted the app and did not intend to go back. Overall, results underscore how the Tinder app may be operating to rearticulate existing hierarchies of gender and race.

在2012年行動App有持續性的成長，主要成長動能來自於智慧型手機及平板市場的成長。根據國際數據公司IDC的報告與預測， 2012年智慧型手機出貨量將成長至約7億台，年成長率42%，平板出貨量將成長至10,740萬台，年成長率54%。在智慧行動裝置（智慧型手機、平板等）快速成長的帶動之下，行動App的市場規模亦越來越大， 根據IDC預估，全球行動App的下載數量將由2011年的300億次成長至2012年的733億次，成長率達143%。行動App營收來源不僅僅只有單次付費下載及App內付費兩種，還包括了訂閱、App內廣告或下載等其他方式。但是，其實App的獲利方式有很多種，只要讓消費者持續使用App，除了在App內提供服務讓消費者付費來獲利之外，還能透過App連結的廣大生態圈來尋找第三方付費甚至其他模式來獲得營收。 在App產業內，「免費下載」成為吸引消費者的常用方式，2012年免費App的下載數目已是付費App的10倍以上。因此本論文欲探討在免費App的產業競爭裡，App廠商如何透過「創新」來獲取價值，透過個案研究，欲研究的問題如下： 1. 廠商透過什麼樣創新的途徑在App市場裡競爭？ 2. 創新為消費者帶來了什麼樣的使用者體驗？ 3. 廠商若是能創造良好的使用者體驗，是否能由此持續獲取價值？ 透過國外成功個案的分析結果，發現廠商透過以下創新途徑在App市場內競爭：1. App技術創新；2. App服務創新，有以下方式，1) 將技術創新轉變或延伸為各式服務；2) 連到更大的夥伴網絡或生態系統，甚至創造自己的生態系，來重新設計服務價值鏈；3) 免費的商業模式，透過贈送最有價值的資源來培養用戶基礎，才有可能在商業模式上創新。廠商透過創新可帶給使用者的經驗如下：1. 創新的使用需求；2. 降低使用者的成本；3.連結其他服務的入口平台。而廠商創造良好的使用者體驗能持續獲取價值，並且在消費者使用過程中獲取利益的方式如下：1. 透過免費服務或產品與使用者產生連結；2. 不斷更新的服務或內容，讓使用者願意持續使用；3. 給予使用者自定功能的服務來互利雙方，若是使用者不用，此功能亦不會影響服務品質；4. 「無廣告」模式能創造良好的消費者體驗。App透過以上方式能增加使用者忠誠度，透過技術或服務創新能改變商業模式；而良好的使用者經驗的確能夠為廠商獲取價值，透過不斷的創新來幫助增加使用者經驗，透過服務鏈的延伸來改變商業模式，就有機會在使用者的使用過程中獲取價值。 進一步研究台灣廠商現況，透過個案分析發現台灣廠商目前在商業模式上較無創新，但是在技術創新與服務創新的模式上已逐漸累積經驗；台灣廠商對於產品開發的方式分成兩種：一種為產品項目上的連續創新，另一種則為單一產品的漸進式創新；雖然台灣廠商進入App產業的時間不久，但是經過兩年市場經驗的累積，已逐漸了解市場消費者需求，期望能進一步改變商業模式並且朝向國際化市場。 隨著智慧型手機及平板的普及化，只要消費者願意下載行動App至其智慧行動裝置上，此App就是消費者體驗其服務的入口，再加上設計製作行動App的技術及資金門檻不高，因此各家廠商皆在思考如何透過App強化其使用體驗並且進而獲利，前提建構在消費者「願意」下載並且「持續使用」App，因此透過免費下載的模式來增加消費者的下載及使用意願，「免費」使用降低了使用者的進入門檻，良好的使用者經驗更增加了消費者對此App及其服務的忠誠度；當越來越多消費者使用後形成的規模經濟，廠商就有機會經由商業模式的創新持續獲取價值並獲利。智慧型裝置改變了消費者對電子產品的使用方式，連帶創造行動App產業的興起，藉由行動App讓各家廠商拉近與消費者之間的距離，讓廠商渴望創新以吸引消費者目光，因此行動App生態圈的擴大與成熟指日可待。 / In 2012, mobile Apps markets continue to grow since the growth of smartphone market and tablet market. IDC forecasts smartphone shipment volumes will reach 700 million units with annual growth rate of 42% in 2012. And tablet shipment volume will reach 107 million units with annual growth rate of 54%. The market size of mobile Apps would become larger due to the rapid growth of smart mobile device (smartphones/tablets) market. According to IDC’s prediction, worldwide download numbers of mobile Apps grows at 143% year-over-year from 30 billion times in 2011 to 73 billion times in 2012. Revenue of mobile Apps comes from paid Apps but also from in-App advertisement, in-App purchase, subscription and so on. As long as consumers are willing to continue to use the App, the App vendor may make revenue from their customers by some creative business models but not limited to what we had mentioned above. In App market, the most popular way to catch consumers’ eye is “free download.” The download numbers of free Apps are ten times greater than paid Apps in 2012. Although free downloads attract many trial users, App vendors should focus on that how to make their customers re-open the App or continue using the App. Therefore, this theory would like to study on that how App vendors gain value via innovations in the free App competition. Base on case study research, we would like to study the following topics. 1. What kinds of innovations are created by vendors in the competition of App market? 2. What kinds of user experiences are created by the innovation? 3. How do vendors continue to gain value by the great user experiences? According to the analysis result, we have found that App venders have two kinds of innovations. One is technical innovation and the other one is service innovation. There are three kinds of methods for service innovation. 1) To transform or to stretch technical innovation to other services. 2) To connect with larger partner networks or ecosystems. Even to create own ecosystem to re-design service value chain. 3) Free business model – it is possible to have an innovation on business model by gifting customers the worthiest resources to gain customer base. Furthermore, customers can gain good user experience via innovations in the following ways. 1) Vendors should try to create new needs. 2) The App can reduce customers’ cost. 3) The App can be the entrance to connect other platform. Therefore, the methods to enhance user experience are as shown below. 1) To connect with customers by free services or free products. 2) To update contents or services continuously to raise customers’ willing-to-use. 3) To give customers customized services. If customers don’t use the service, it will not influence their user experiences. 4) “Non-advertising” can create wonderful user experiences. As a result, App vendors can earn customers’ loyalty according to given above. To sum up, App vendors win competition and change business model by technical innovation and service innovation that creates great user experiences and worthful value as well. If vendors can keep innovating to enhance user experience and can stretch service value chain to change business model, it is possible to capture value in the customers’ experiencing process. Lastly, we have studied current situation of Taiwanese App vendors and had found that Taiwanese vendors have no innovation on business model but have some experience on product innovation. There are two kinds of product innovation. One is continuous innovation and the other one is incremental innovation. Although Taiwanese vendors are still new comers in App market, they are finding out customers’ needs and wants. They are expected to have more innovations so that they can be seen in a global market. In conclusion, the App is the knocking brick of great mobile experience since most people have smart mobile devices with Apps. Further, designing an App is not a tough barrier. All vendors are thinking about how to enhance user experience and get revenue as well. Free download brings more customers and great user experiences make customers’ loyalty. If more and more customers join to a point of economies of scale, vendors will have chance to innovate and to make value sustainably. Smart mobile devices change users’ behavior and create the market of mobile Apps. Mobile apps make vendors and customers closer so that vendors eager innovations to catch customers. App market is expected to become mature in the near future.

Submitted by Milena Rubi (milenarubi@ufscar.br) on 2017-06-01T17:16:02Z No. of bitstreams: 1 SCHEFER_Ricardo_2016.pdf: 49311438 bytes, checksum: 74e1f250d8625420e99bd4200029e64d (MD5) / Approved for entry into archive by Milena Rubi (milenarubi@ufscar.br) on 2017-06-01T17:16:09Z (GMT) No. of bitstreams: 1 SCHEFER_Ricardo_2016.pdf: 49311438 bytes, checksum: 74e1f250d8625420e99bd4200029e64d (MD5) / Approved for entry into archive by Milena Rubi (milenarubi@ufscar.br) on 2017-06-01T17:16:16Z (GMT) No. of bitstreams: 1 SCHEFER_Ricardo_2016.pdf: 49311438 bytes, checksum: 74e1f250d8625420e99bd4200029e64d (MD5) / Made available in DSpace on 2017-06-01T17:16:23Z (GMT). No. of bitstreams: 1 SCHEFER_Ricardo_2016.pdf: 49311438 bytes, checksum: 74e1f250d8625420e99bd4200029e64d (MD5) Previous issue date: 2016-11-17 / Não recebi financiamento / The easy access to mobile and social networking is changing the way people communicate; however, the deaf person is segregated in some of these media. Although there are many designers working with some recommendations, these are still too general and do not satisfy the complete interaction of the deaf in these environments. In this scenario, the deaf audience is not considered in the creation of these applications either because the developers do not know or because they cannot find direct and accurate information about the needs of this group. Supported by literature and experiments, this paper proposes guidelines for developing applications for social networks on mobile devices specifically focused on the deaf audience. Through action research approach (AR), at first we tried to know the difficulties of the public from the perspectives of interaction with mobile devices applied to social networks, specifically Facebook. This first AR cycle was carried out through tests with users for Communicability Evaluation Method (CEM). Afterwards, one participatory design session (DP) was performed, in which the prototypes produced by the users were analyzed and classified by the Model 3C vision. Based on guidelines and the results of experiments, the MobiDeaf was created with eight guidelines. Mobideaf was evaluated by comparison with the WCAG 2.0 recommendations in two types of tests: (i) with designers who produced prototypes, which were analyzed, inspected and reproduced in a test application, and; (ii) with deaf people who experimented the test application. This project contributes in bringing a set of guidelines that help both the designer and the target audience. Also describes CEM tests and a DP session. Presents a mapping of the features worked by the deaf based on Facebook social network, in the Model 3C. Shows in detail the creation and evaluation of guidelines that can be used to enable better interaction of the deaf with society in general through social networking on mobiles. / O acesso fácil aos dispositivos móveis e redes sociais vem modificando a forma como as pessoas se comunicam, porém, a pessoa surda ainda se vê segregada em muitas dessas mídias. Ainda que muitos trabalhem com algumas recomendações, estas são muito genéricas não satisfazendo de forma plena a interação do surdo nesses ambientes. Diante desse cenário, o público surdo, não é considerado na criação desses aplicativos, seja porque os desenvolvedores de interface não conhecem ou não encontram informações diretas e precisas sobre as necessidades deste grupo. Apoiado em bibliografia e em experimentos realizados, este trabalho propõe diretrizes para desenvolvimento de aplicações para redes sociais em dispositivos móveis especificamente com foco no público surdo. Através da abordagem da pesquisa-ação (AR), em um primeiro momento procurou-se conhecer as dificuldades deste público sob as perspectivas de interação com dispositivos móveis aplicados às redes sociais, mais especificamente o Facebook. Esse primeiro ciclo AR se deu através de testes com os usuários utilizando o Método de Avaliação de Comunicabilidade (MAC). Em segundo momento realizou-se uma sessão de design participativo (DP) onde os protótipos produzidos pelos usuários foram analisados e classificados sob a ótica do Modelo 3C. Com base em diretrizes pertinentes ao estudo e nos resultados dos experimentos, criou-se o MobiDeaf com oito diretrizes. Este foi avaliado por comparação com as recomendações WCAG 2.0 em dois tipos de testes: (i) com designers que produziram protótipos, que foram analisados, inspecionados e reproduzidos em um aplicativo teste e; (ii) junto aos surdos que testaram este aplicativo. Este projeto contribuiu ao trazer um conjunto de diretrizes que ajudam tanto o designer quanto o público alvo. Ainda descreve detalhadamente testes MAC e uma sessão DP. Apresenta um Mapeamento das funcionalidades trabalhadas pelos surdos baseado na rede social Facebook, nos moldes do Modelo 3C. Descreve em detalhes a criação e avaliação das diretrizes que podem ser utilizadas para permitir melhor interação do público surdo com a sociedade em geral através de redes sociais em dispositivos móveis.

Submitted by Milena Rubi (milenarubi@ufscar.br) on 2017-06-01T17:49:19Z No. of bitstreams: 1 SILVA_Tiago_2016.pdf: 13631569 bytes, checksum: 7774c3913aa556cc48c0669f686cd3b5 (MD5) / Approved for entry into archive by Milena Rubi (milenarubi@ufscar.br) on 2017-06-01T17:49:26Z (GMT) No. of bitstreams: 1 SILVA_Tiago_2016.pdf: 13631569 bytes, checksum: 7774c3913aa556cc48c0669f686cd3b5 (MD5) / Approved for entry into archive by Milena Rubi (milenarubi@ufscar.br) on 2017-06-01T17:49:32Z (GMT) No. of bitstreams: 1 SILVA_Tiago_2016.pdf: 13631569 bytes, checksum: 7774c3913aa556cc48c0669f686cd3b5 (MD5) / Made available in DSpace on 2017-06-01T17:49:38Z (GMT). No. of bitstreams: 1 SILVA_Tiago_2016.pdf: 13631569 bytes, checksum: 7774c3913aa556cc48c0669f686cd3b5 (MD5) Previous issue date: 2016-07-01 / Não recebi financiamento / The rapid popularization of smartphones has contributed to the growth of SMS usage as an alternative way of communication. The increasing number of users, along with the trust they inherently have in their devices, makes SMS messages a propitious environment for spammers. In fact, reports clearly indicate that volume of mobile phone spam is dramatically increasing year by year. SMS spam represents a challenging problem for traditional filtering methods nowadays, since such messages are usually fairly short and normally rife with slangs, idioms, symbols and acronyms that make even tokenization a difficult task. In this scenario, this thesis proposes and then evaluates a method to normalize and expand original short and messy SMS text messages in order to acquire better attributes and enhance the classification performance. The proposed text processing approach is based on lexicography and semantic dictionaries along with the state-of-the-art techniques for semantic analysis and context detection. This technique is used to normalize terms and create new attributes in order to change and expand original text samples aiming to alleviate factors that can degrade the algorithms performance, such as redundancies and inconsistencies. The approach was validated with a public, real and non-encoded dataset along with several established machine learning methods. The experiments were diligently designed to ensure statistically sound results which indicate that the proposed text processing techniques can in fact enhance SMS spam filtering. / A popularização dos smartphones contribuiu para o crescimento do uso de mensagens SMS como forma alternativa de comunicação. O crescente número de usuários, aliado à confiança que eles possuem nos seus dispositivos tornam as mensagem SMS um ambiente propício aos spammers. Relatórios recentes indicam que o volume de spam enviados via SMS está aumentando vertiginosamente nos últimos anos. SMS spam representa um problema desafiador para os métodos tradicionais de detecção de spam, uma vez que essas mensagens são curtas e geralmente repletas de gírias, símbolos, abreviações e emoticons, que torna até mesmo a tokenização uma tarefa difícil. Diante desse cenário, esta dissertação propõe e avalia um método para normalizar e expandir amostras curtas e ruidosas de mensagens SMS de forma a obter atributos mais representativos e, com isso, melhorar o desempenho geral na tarefa de classificação. O método proposto é baseado em dicionários lexicográficos e semânticos e utiliza técnicas modernas de análise semântica e detecção de contexto. Ele é empregado para normalizar os termos que compõem as mensagens e criar novos atributos para alterar e expandir as amostras originais de texto com o objetivo de mitigar fatores que podem degradar o desempenho dos métodos de classificação, tais como redundâncias e inconsistências. A proposta foi avaliada usando uma base de dados real, pública e não codificada, além de vários métodos consagrados de aprendizado de máquina. Os experimentos foram conduzidos para garantir resultados estatisticamente corretos e indicaram que o método proposto pode de fato melhorar a detecção de spam em SMS.

A fila de espera nas unidades de pronto-atendimento pediátrico é um problema constante em diversos hospitais do Brasil. A introdução de novas tecnologias pode contribuir para a gestão dessa fila. No entanto, inexistem pesquisas de aplicativos que abordem esse problema. Neste estudo foram desenvolvidas duas atividades principais e relacionadas, mas independentes. A primeira foi o desenvolvimento de um aplicativo multiplataforma para dispositivos móveis, visando à diminuição da fila de espera no pronto-atendimento pediátrico de um grande hospital de Curitiba. A adoção de um modelo de sistema de pré-reserva ou check-in permitiu que o aplicativo indicasse os horários de menor frequência para utilização do pronto atendimento, sem descaracterizá-lo como pronto atendimento. Em outras palavras, o sistema busca melhorar o funcionamento do pronto atendimento sem torná-lo um sistema de agendamento de consultas eletivas. O aplicativo possui três principais funcionalidades: apresentação do número de crianças aguardando atendimento, apresentação do tempo estimado de espera para uma consulta e o sistema de checkin para a fila de espera. Durante o período de 90 dias de avaliação do protótipo foram realizados 2.835 downloads e instalações em dispositivos móveis com 35.811 acessos registrados. A segunda atividade foi a análise dos resultados e efeitos da utilização do sistema de check-in na fila de espera do pronto-atendimento pediátrico. O aplicativo propõe um horário mais adequado para o usuário ir ao hospital, minimizando o risco de ocorrência de eventos adversos. Foram obtidas e analisadas 129 observações completas de pacientes que utilizaram a função de check-in. O levantamento de dados relacionou a quantidade de pacientes aguardando na fila de espera por três perspectivas de tempo, considerando o tempo real de espera no momento do check-in do usuário no aplicativo, em comparação, ao tempo de espera deste usuário com o horário de agendamento gerado pelo aplicativo, assim como ao tempo de espera de sua entrada/chegada real ao hospital. Para verificação do resultado das comparações dos tempos foi adotado o método estatístico de análises temporais. Nas 129 observações de pacientes que utilizaram o check-in, os resultados demonstraram que em média os pacientes aguardaram atendimento por 19,24 minutos em comparação ao resultado do tempo médio 127,8 minutos de espera na fila dos pacientes que não utilizaram o aplicativo em seus atendimentos. O método proposto de check-in apresentou índices de melhora na redução do tempo de espera dos pais que utilizaram o aplicativo em comparação aos demais pais, indicando que ele pode ser usado para contribuir na gestão da fila de espera do pronto atendimento pediátrico. / Waiting queues in pediatric emergency unit are a constant problem in many hospitals in Brazil. The introduction of new technologies can contribute to the management of the queues. However, research about mobile applications to that address this problem was not identified. The present study developed two main activities that are related but independent. The first was the development of a cross-platform mobile application aimed at reducing the waiting queue in the pediatric emergency room of a major hospital in Curitiba. Using a pre-booking/check-in model, the application indicates time slots when the flux of patients is low in the emergency room. The model sought to achieve a balance between demand of treatment and hosting capacity that would help manage overcrowding and maintain the responsiveness in the service. The mobile application has three main features: to show the number of children that are waiting for care, to present the estimated waiting time for an appointment and a check-in system for the queue. During the 90-day evaluation of the prototype, 2,835 downloads and installations on mobile devices were carried out with 35,811 registered accesses. The second activity was the analysis of the effects of the check-in system use in the pediatric emergency department queue. The application proposes a time slot with fewer patients in the queue for the user, minimizing the risk of adverse events. 129 complete observations of patients who used the check-in function were obtained. The data related to three types of patients’ waiting times in queue were analyzed: the real waiting time in the room considering the check time in the application, the waiting time considering the scheduled time generated by the application, and the waiting time considering the actual arrival time at the hospital. To analyze the results, the three types of waiting times were compared using the statistical method of analysis time. In the 129 observations of patients who used the check-in, the analysis showed that on average, patients waited for care 19.24 minutes compared to the average time 127.8 minutes of waiting in the queue for patients who do not used the application. The proposed method of check-in reduced the waiting time for parents who used the application in comparison to other parents, indicating that it could be used to contribute to the management of the overcrowding in pediatric emergency unit.

There is growing evidence that knowledge co-creation and interactivity during learning interventions aid knowledge acquisition and knowledge transfer. However, learners have mostly been passive consumers and not co-creators of the knowledge visualisation aids created by teachers and instructional designers. As such, knowledge visualisation has been underutilised for allowing learners to construct, demonstrate and share what they have learned. The dearth of appropriate guidelines for the use of knowledge visualisation for teaching and learning is an obstacle to using knowledge visualisation in teaching and learning. This provides a rationale for this study, which aims to investigate usability-based knowledge visualisation guidelines for teaching and learning. The application context is that of Science teaching for high school learners in the Gauteng province of South Africa. Following a design-based research methodology, an artefact of usability-based knowledge visualisation guidelines was created. The artefact was evaluated by testing learners’ conformity to the visualisation guidelines. Qualitative and quantitative data was captured using questionnaires, interviews and observations. The findings indicate that the guidelines considered in this study had various degrees of impact on the visualisations produced by learners. While some made noticeable impact, for others it could be considered negligible. Within the context of high school learning, these results justify the prioritisation of usability-based knowledge visualisation guidelines. Integrating Human Computer Interaction usability principles and knowledge visualisation guidelines to create usability-based knowledge visualisation guidelines provide a novel theoretical contribution upon which scientific knowledge visualisation can be expanded. / School of Computing / M. Sc. (Computing)

Este estudio explora cómo las motivaciones generadas del uso de las aplicaciones de entrenamiento pueden llevar a los usuarios a seguir usando estas aplicaciones. Las cinco motivaciones planteadas son recordabilidad, conectividad, información, entretenimiento y tendencia las cuales nos permiten abarcar la mayor parte de los atributos de los aplicativos, los cuales están diseñados para la continuidad de uso. / This study explores how the motivations generated from the use of training applications can lead users to continue using these applications. The five motivations raised are memorability, connectivity, information, entertainment and trend, which allow us to cover most of the attributes of the applications, which are designed for continuance of use. / Trabajo de investigación

The mobile app market is continuously increasing and an increasingly number of actors aims to gain market shares in this business sector. At the same time the number of app stores with a significant influence on the market are few; with Google Play and Apple App Store as the major actors of the app store market. With few distributions channels, and many large companies with resources as competitors, it is crucial for initiated startups to find suitable marketing strategies in order to compete on the app market. This study focuses on startups which are in their earlier phase of existence and do not have an excess of resources. The case of Truecaller is of interest to mobile app startups in general because of its exceptional successfulness in a relative short amount of time. First a thorough research of secondary literature was performed to find marketing activities applicable to mobile app developers. These marketing activities were divided and applied by using the four P’s of marketing in order to achieve a perceivable framework which is possible to grasp. The marketing activities were reformed into open-ended questions which were conducted during the interviews on Truecaller’s Marketing Manager, and Release/Project Manager. The gathered marketing activities that were demonstrated to be successful by the case of Truecaller, which is the empirical example of a startup in this study, were structured into a marketing strategy framework. The central findings of this study were firstly that unpaid promotional marketing activities in form striving for customer reviews, social media integration and sharing functions implemented to the app should be done in order to increase the word of mouth spread. It is also emphasized to build good relationships with different opinion leaders and further on to send push notifications to remind users of the app. Paid promotional activities were found to be optional for startups in the context of this study. Secondly the central findings regarding the Product strategies were frequent updates of the app to remind users of its existence, strive for feedback, and try to build on network effects. Furthermore in addition to build a unique and functional app which enables a positive user experience, it is important to offer users instant support and to execute localizations strategies. Thirdly the findings of the Place category were the visibility aspects to choose an appealing app name and app description, have an attractive app icon and screenshots, and to choose effective keywords and categories. Moreover it is emphasized to ensure availability and compatibility by supporting several platforms. Lastly concerning Price it is important for startups to find their own customized strategy, but the case of Truecaller stressed the freemium pricing strategy.