Analýza vývoje mobilní aplikace, zavedení na trh a následné budování její pozice a značky

The subject of this master thesis is the mapping of possibilities, procedures and methodologies of development of mobile apps for Android and iOS platforms and the construction of a complete marketing plan for Anyone app. The goal of the marketing plan is to create a brand and build its position on the current mobile app market.The goal of the theoretical part is identification and characterization of the methodology and possibilities of development of mobile apps including mapping of procedures and analysis of the development of a particular mobile app (Anyone). There is notable focus on the choice of the right methodology, platform, technology, and approach to development throughout the process, from the concept of app to its launch into a live operation and publication in the mobile app market.The practical part is focused on creating the brand and building its market position through a comprehensive marketing plan. The main goal here is to analyze the environment and competition of particular mobile app and to design a marketing campaign to build a market position and brand, including all necessary components.The result of the thesis fulfills the goal and provides such a comprehensive overview and characteristics of the methodologies and also the possibilities of mobile app development, analysis of development of Anyone app and comprehensive marketing plan including all components needed for its implementation.