While your app ecosystem may differ, marketplaces usually feature three roles:
See more marketplace terminology on our Key Terms page.
End users are individuals or organizations who use the marketplace owner's core product or platform, and are likely to use the app marketplace and its apps.
We call them "users" for short.
The most common goals for end users are:
Unlocking new functionality
Enabling integration with third-party software and systems
In both cases, users are ultimately motivated to save time or money, or simply make life easier, by using apps. This can be a helpful lens to understand what users are looking for when they interact with an app marketplace.
Within an app ecosystem, end user touchpoints include:
The marketplace owner is the organization responsible for launching and maintaining the app marketplace. The marketplace is used to extend the organization's core product or platform.
There's no fixed terminology, but when we say "marketplace owner", we mean all of the individuals/groups at the organization responsible for the marketplace.
This includes the stakeholders who need to buy-in to creating the app marketplace, the internal developers who are responsible for it, and the other team members (such as the marketplace administrators) who run it day-to-day.
The most common goals for marketplace owners are discussed on the previous page:
Expanding product functionality
Meeting industry expectations
Within an app ecosystem, the marketplace owner's touchpoints include: