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Strategies for Launching Mobile Applications in the US and EU Markets
Golovachek I. I., Lisovych T. Y.

Golovachek, Iurii I., and Lisovych, Taras Yu. (2025) “Strategies for Launching Mobile Applications in the US and EU Markets.” Business Inform 12:101–115.
https://doi.org/10.32983/2222-4459-2025-12-101-115

Section: Foreign Experience

UDC 339.138:004.057.5

Abstract:
In highly competitive mobile application markets in the US and EU, choosing the right market entry strategy is a crucial factor for success. The aim of the article is to conduct a comprehensive comparative analysis of the mobile application markets in the US and EU to identify and substantiate efficient strategies for launching digital products. The study, based on comparative analysis methods, secondary data analysis, and the case study method, identified two dominant, economically substantiated strategic models. For the homogeneous US market, characterized by a high-paying audience, the most efficient strategy is rapid, capital-intensive scaling. This is explained by the unique «profitability equation», where the exceptionally high lifetime value of a user, especially on the dominant iOS platform, allows substantiating the high cost of a single installation. This economic model makes aggressive, large-scale advertising campaigns financially viable, as the high potential revenue from each acquired user offsets the substantial initial marketing investments. In contrast, for the fragmented and tightly regulated European Union market, a deep localization strategy focused on privacy is crucial. Here, the economic model differs: lower average lifetime value per user leaves much less room for costly acquisition. Success depends on minimizing installation costs through organic channels (content marketing, app store optimization) or achieving exceptionally high retention rates. Regulations such as the General Data Protection Regulation and the Digital Markets Act serve as economic catalysts, reducing the efficiency of targeted advertising and compelling companies to build trust through transparency and cultural adaptation. The article provides developers and marketers with practical recommendations on adapting marketing tools to the specifics of the US and EU markets to optimize international expansion.

Keywords: mobile application, digital marketing, app store optimization, localization, scaling.

Fig.: 1. Tabl.: 4. Bibl.: 31.

Golovachek Iurii I. – Postgraduate Student, Department of Management and International Entrepreneurship, Lviv Polytechnic National University (12 Stepana Bandery Str., Lvіv, 79013, Ukraine)
Email: [email protected]
Lisovych Taras Yu. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management and International Business, Scientific-Educational Institute of Economics and Management of the Lviv Polytechnic National University (5 Mytropolyta Andreia Str., Lviv, 79013, Ukraine)
Email: [email protected]

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