Patterns of innovation in digital content services: The case of App Store applications

This paper suggests patterns of innovation in digital content services and analyzes the empirical cases in an attempt to investigate the characteristics of service innovation. The innovation of digital content services is classified into divergence and convergence of existing services into new, creative services. Accordingly, firstly, the structure of digital content services is defined using three core elements: platform, product, and process. Secondly, a typology of innovation in digital content services is proposed. In this paper, six types are identified for divergence and convergence respectively according to what components of digital content services are incorporated. Lastly, the typology is characterized and illustrated using examples from the applications of App Store. The paper provides a basis of the research for service innovation in digital content services by exploring the patterns of innovation, which is crucial to the development of sector-specific innovation model and effective new service development.