Revenue sharing is the optimal contractual form for emerging app economy?

The success of Apple's iPhone and app store inspired other platform and network operators to adopt revenue sharing for their stores. However, indiscreet imitation of revenue sharing is quite risky without rigorous investigation. This study aims at 1) validating that revenue sharing can coordinate parties participated in app economy, 2) exploring applicability of other contracts in the field of app store. This analysis indicates that revenue sharing might be attractive for content providers because it provides a sufficient incentive for CPs to submit their apps on the store. Managerial implication was discussed.