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1 Motivation Newest publications resume the impact of application marketplaces as an arbitra-tive competitive advantage in the market of mobile devices (Laube 2009, p. 8). Neologisms like " App-Mania " (Sandin 2009, p. 1) stand for this evolution on the mobile side. On the PC side other trends in form of Software-as-a-Service or electronic marketplaces and neologisms like Web Service Ecosystem (Barros 2006, p. 31) show the same trend. Enterprises offer flexible services to customers in a direct internet access without modal fragmentation. Schäfer (2008, p.20) looks at these new forms of value chain, in which new alliances are built between cooperating and competitive partners (cooptition). Feng (2009, p. 242) mentions the value chain through mobile application marketplaces as consumer-to-consumer (C2C) channel for digital goods. He sees the innovative aspects to be the active consumer participation and appraises this form of value chain as a new digital business strategy for distributing information goods. In the year 2008 for the first time consumers in the USA spent more money for the applications of their mobile device than for the device itself, as an actual research study of ABI Research showed (2009, p. 52 et seq.). The mobile device itself links the customer irrevocable to the on-device marketplace: iPhone users are not allowed to install applications from any other origin than the AppStore (Apple 2008, p.1). But what importance has the existence and the diversity of the application marketplace on the choice for a mobile device?

Software-Industrie: Mobile Application Marketplaces - an Investigation from Customers' Perspective