REGIONAL ANALYSIS OF SERVICE PRICES IN MOBILE APPLICATIONS ON GOOGLE PLAY STORE AND APPLE APP STORE PLATFORMS
Abstract
Global application distribution platforms, Google Play Store and Apple App Store, have established a duopoly in the digital market. These platforms enable the distribution of applications that cater to various social needs. Beyond achieving societal goals, app developers aim to monetize their applications to ensure profitability. Consequently, pricing strategies and monetization mechanisms for mobile apps have become critical topics in the era of the digital economy, influencing broader socio-economic relationships and creating opportunities for technological development in different countries. Despite extensive research on the Google Play Store and Apple App Store platforms, certain aspects remain underexplored, particularly regional differences in in-app pricing. While existing studies focus on user preferences, behavior, and pricing models, less attention has been paid to regional variations in the cost of in-app services. This study seeks to bridge this gap by examining pricing strategies, the prevalence of payments in national currencies, and the ratio of in-app service costs to the minimum wage in different regions. The study focuses on applications for social networking and communication (Telegram, Snapchat, Rakuten Viber Messenger, X (Twitter), LinkedIn: Network & Job Finder) and popular gaming apps (MONOPOLY GO!, Royal Match, Roblox, PUBG MOBILE, and others). The findings reveal that regional pricing strategies are applied in many countries. However, some countries still face a base pricing model for services, which may hinder access for users in regions with insufficient income levels to meet their app usage needs. Additionally, app distribution platforms exhibit varying currency policies. Specifically, Google Play Store provides broader support for global currencies, whereas Apple App Store significantly lags in this regard. In light of these findings, the importance of adaptive pricing remains relevant to improving service accessibility and fostering the development of the digital economy.
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