Freemium business model has been one of my key areas of interest for years. My activities in this area include studies focusing on freemium consumer behavior as well as the execution of the freemium model from a company perspective.

With respect to freemium consumer behavior, I have examined for example why people upgrade to premium and why they stick with premium. In addition, I have examined the how the gratifications from using an online music streaming service differ between the free and premium subscriptions.

With respect to the execution of the freemium model, my activities include studying how and why freemium game developers employ analytics in their business operations.

Mäntymäki, Matti., Hyrynsalmi, Sami., & Koskenvoima, Antti. (2019). How Do Small and Medium-Sized Game Companies Use Analytics? An Attention-Based View of Game Analytics. Information Systems Frontiers, 1-16. Link to article

Mäntymäki, M., Islam, A. N., & Benbasat, I. (2019). What drives subscribing to premium in freemium services? A consumer value‐based view of differences between upgrading to and staying with premium. Information Systems Journal. Link to article

Koskenvoima, Antti & Mäntymäki, Matti (2015) “Why do small and medium-size freemium game developers use game analytics?” In proceedings of the 14th IFIP Conference on e-Business, e-Services and e-Society (I3E2015), Delft, The Netherlands, 13-15 October (Conference Best Paper Award)

Mäntymäki, Matti & Islam, A.K.M. Najmul (2015) “Gratifications from using freemium music streaming services: Differences between basic and premium users” In proceedings of the International Conference on Information Systems (ICIS2105), Fort Worth, TX, December 13-15.