The utility of Mobile Apps as a Service (MAaaS): a case study of BlueBridge Digital

Purpose – This case study aims to examine the Software as a Service, Mobile Apps as a Service (MAaaS) as pioneered by BlueBridge Digital and their subsidiary VisitApps. This system is analyzed against current market trends in relation to the niche industry of tourism mobile application development and the broader mobile application development industry as a whole. Design/methodology/approach – A survey of the industry is conducted via current literature and market analytics. The information for the case study is provided directly by BlueBridge founder and CEO, Santiago Jaramillo, in addition to other employees. Additionally, the problem of implementing this model in China and other developing economies is explored via existing literature. Findings – This paper finds the model BlueBridge's subsidiaries offer to be a superior model of application development, delivery, and support than other common existing models for mobile application vendors. Further, many of its best practices may be replicable in developing economies. Originality/value – The originality of the business model in question and the exploration of its possible implementation in developing economies provide value and new information to the body of literature and record surrounding mobile application development.