A study on cloud-based software marketing strategies using cloud marketplace

Abstract

Cloud service maximizes efficiency in information technology resource operation management. Local and global markets are expected to expand rapidly in the future, as cloud service is being activated in various fields of on-demand and the information and communication technology industry. Each cloud service provider (CSP) secures a distribution channel using its own service, defined as “marketplace” for efficiency and transparency in supporting and distributing software services rather than using the existing license-based distribution platform. Cloud technology allows users to freely store and access data anytime and anywhere, and it provides various applications in the form of services. Various cloud-based software registered in the marketplace provide an improved user interface and guarantee expandability, stability, and security based on the benefits of cloud technology. Software developers can efficiently provide their software to customers of CSPs around the globe and create a profit model by simply registering on a marketplace. Service can be used efficiently as the processes of the existing application are reduced. Various payment methods such as usage-based system based on cloud service characteristics can be employed. The cloud marketplace guarantees rapid cloud service construction and operation, contributing to overall cloud industry development. In this study, we analyze marketplace status and suggest a marketing strategy for optimal service distribution and operation using the marketplace. We also provide user feedback regarding business model usage and cloud service purchase.