A Theory of Android Stickiness
January 8, 2011
Can mathematics, specifically Metcalfe’s Law, be used to explain the assumption that mobile phone users will stick with a particular platform like Android for a lifetime? The recent Asymco.com blog post “How Sticky is the Android” makes this attempt.
After a lengthy explanation, author Horace Dediu surmises that mathematically, stickiness can be derived from the equation “value of a platform is K n log(n), where K is the stickiness of sunk costs.” He goes on to say that “in the end it’s not just about how big the user base n is (which is the only thing that is measurable), it’s how contiguous n is and how compelling the content,” making these important factors in keeping individual’s engaged with a particular platform.
A must read for those interested in more theoretical explanation of consumer behavior. There have been anecdotes about the “value” of the iPhone to AT&T. These rumors pivot on the data consumption of an iPhone user compared to a user of a BlackBerry or other mobile device. Stickiness may be partly defined by data consumption. Will a fast and efficient search service reduce stickiness or increase it? There’s more work to be done on the subject of stickiness.
Christina Sheley, January 8, 2011
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