游戏邦在:
杂志专栏:
gamerboom.com订阅到鲜果订阅到抓虾google reader订阅到有道订阅到QQ邮箱订阅到帮看

AdMob移动业务经理总结手机应用运营8项法则

发布时间:2010-12-02 17:58:23 Tags:,,,

作者简介:Charles Yim是谷歌移动业务经理,曾就职于移动广告网站AdMob中的业务开发团队,目前负责管理谷歌移动平台展示广告业务与游戏产业客户的合作关系。

你会在开业仪式还没有准备好的情况下就匆匆让新店开张吗?当然不会。你首先会制定一些成功盈利的方案,这是各行各业的通用准则,手机领域也同样不例外。不少人都跟我说过他们有“非常赞”的应用开发主意,但如果问问他们有什么发行后的运营计划,所有人都不吭声了。这就好像你只给新店准备了一个剪彩仪式,然后就放任它自生自灭一样不可行。

mobile-apps

mobile-apps

应用开发商必须知道,一款真正成功的应用可不是一个良好的发行开端就能搞定。一款质量过硬的产品的确是一个成功的起点,但要注意它还只是“起点”。要栽培一款成功的应用,你得有一个完善的运营方案,包括市场营销、发行途径、营收渠道等统统要考虑入列,另外对产品往后数月的升级规划也不能含糊。如果你想成功,就得清楚自己不光是在创建一款应用,更是在运营一个手机项目。

与手机应用开发商共同合作的确是一个令人受益匪浅的经历,我发现数百名与AdMob有业务往来的开发商每年营收超过10万美元,注意这还仅仅是他们通过AdMob所获得的收益。下文是我们总结出的8条应用运营准则,希望对各位开发商有所启发:

1.要开发一个项目而不仅仅是一款应用。你是想开发一款较有深度、极具黏性,并且需要持续升华的应用?还是想创建一系列比较简单,但彼此互不分离的产品?所以你得周全考虑,就算不制定一个几年计划,至少也得规划好未来数月的项目延伸。

2.选择合适的运营模式。这一行业的成功运营模式多种多样,你得选择最适合自己的一种。如果你开发的产品提供的是一次性、高端的用户体验,那就比较适合选择付费下载模式;如果你想扩大客源、保证用户留存率,就最好采用广告赞助模式。

3.要有用户服务意识。你得先了解他们喜欢在何时何地,以何种方式试体验你的应用服务,并根据他们的习惯来创建和改进应用。用户往往喜欢在上下班途中、约会等人、雨天独处一室的时候,通过智能手机消磨时间。你得判断出用户的产品使用情况,才有可能为他们创造更丰富的体验。

4.提高应用曝光率。采用独特方式,让自己的应用备受关注。可以去当第一个吃螃蟹的人,最先采用新平台的功能,创造条件让媒体多报道你的产品,以便更多人了解并向朋友介绍你的东西。

5.加强应用的黏性。通过灵活手段不断吸引回头客非常关键。创建一款让用户使用一次就丢到一边的应用,绝对不是一个有望成功的生意经。要及时更新应用,不断增加有趣的内容,丰富应用功能。如果你开发的是游戏,最好要鼓励玩家与他人进行对战和互动。

6.塑造品牌。通过多种方式,让应用产品与品牌价值绑定在一起,提高用户的品牌认知度。可以创建一个像Blackflip Studios这样的工作室品牌,以推出一系列出色的游戏而立世;也可以通过树立一个像《愤怒的小鸟》(Angry Birds)这样著名的应用品牌,为自己的业务增值。在品牌塑造上不吝投入的开发商一般都会收获更多忠实用户。

7.关注市场反映。大家判断手机应用是否成功的标准几乎都离不开下载量,但实际上考查手机应用的市场情况,还有其他衡量标准,例如:每日活跃用户人数、用户使用时间长短、付费转化率等。你得利用这些标准来指导开发工作,比如说,你让用户填写一张调查表格,却发现半数以上的人都在此时退出了应用程序,那就得反思一下到底在什么时间,用什么方法才能获得有效的用户反馈。记住,从用户下载应用开始,你就已经在和用户打交道。

8.及时检验和升级应用内容。电视网络试点可以反映最受公众关注的话题,电影工作室则重视小组成员集中筛选镜头,手机应用也是一个传媒行业,同样需要类似的检验。可以先在更小的市场范围内进行调查,观察用户反应,根据他们的评论和反馈对应用进行升级。用户总会对应用服务寄以厚望,对付费下载的应用内容尤其如此,所以不断升级、优化应用,添加新内容是开创一项手机业务的关键所在。

这一行业既有独立开发者,也有大型开发公司,大家都在打造快速而稳步发展的手机应用业务。尽管手机应用开发仍是一个比较开放的舞台,但市场竞争还会更加激烈。所以要牢记在心,世上还有不少应用开发商正在抢夺你的用户,要想想看怎样才能更灵活、更高效、更创新地战胜那些潜在的竞争对手。(本文为游戏邦/gamerboom.com编译,转载请注明来源:游戏邦)

Don’t Just Build An App. Build A Mobile Business.

This guest post is written by Charles Yim, Manager of Google Mobile Partnerships. Yim worked on the business development team of mobile ad network AdMob, which was acquired by Google in 2009 for $750 million. He now manages strategic partnerships within the games industry as part of Google’s mobile display advertising business.

Would you open a store without preparing for anything beyond its grand opening? Of course not. You need to plan for success; this is true of all businesses, including mobile. People often tell me about their “great app ideas” but when I ask them what their plans are post-launch, they usually don’t have a good answer. It’s like having a ribbon-cutting ceremony for your new store and expecting everything to just take care of itself from there.

App developers need to understand that there’s more to a successful app than just a good product and a launch. Having a solid product is a great starting point but it’s precisely that — a starting point. To cultivate success, you need to develop a business plan, think through marketing, distribution, monetization, and plan for the evolution of the product itself months down the road. If you want to succeed, you need to understand that you aren’t just building an app; you’re building a business on mobile.

Working with mobile developers to build businesses has been an incredibly rewarding and satisfying experience. I am excited to see that hundreds of developers in the AdMob network are on track to earn more than $100,000 annually. And that’s just the revenue they earn from us! These developers prove that sustainable businesses can be built on mobile. We’ve spotted a few trends that have enabled these developers to turn their ideas into very successful mobile businesses. Here are our 8 tips to building a business with your mobile app.

1.Start a business, not just an app. What are you trying to accomplish with your app? Are you going to create a deep, engaging experience in one app that you continue to develop and build on? Or, are you going to build a portfolio of simpler apps that refer users to each other? Create a plan for your mobile business that extends months, if not years, beyond the launch of your app.

2.Choose the right business model for you. There are plenty of ways to run a successful media business; you should pick the one that works best for you. Decide whether you’re providing a one time, high value experience that favors the pay-to-download model or if you plan to reach a large audience and continue to engage them over time, in which case an ad-supported model often makes more sense.

3.Build for the user. You need to understand the different ways users are going to engage with your app, and build around them. People use their smartphones while they are commuting, waiting for an appointment and sometimes just to kill time indoors on a rainy day. You should recognize how your app will be used so you can delight your users with a great experience.

4.Create buzz about your app. Find a unique way to generate interest in your app. Be the first to use a new device feature, create a social media presence, and tell the press an inspiring story about your app. Make people want to tell their friends about it.

5.Be engaging. Craft hooks that entice people to keep coming back. Creating an app that people use once and throw away is no way to build a business. Provide compelling content updates and new features. If you are building a game, encourage users to compete and interact with one another.

6.Build a brand. Think beyond the app and enable users to engage with your brand in different ways, both on and off of their smartphones. Whether it is a company brand like Backflip Studios that supports a portfolio of apps or a branded app like Angry Birds, companies that invest time and money in branding create a stronger base from which to grow.

7.Measure performance (not just downloads). Every mobile success story seems to focus on the same thing — total number of downloads. Mobile businesses need to analyze metrics that identify the lifetime value of a user beyond the initial download: daily active usage, time spent in app, paid upgrade conversions. You should use these metrics to determine where and how to focus your development efforts. For example, if half of your users leave the app when asked to fill out a form, you may want to reconsider how and when you should ask for that information. Your relationship with the user starts at the download.

8.Test and iterate. Television networks pilot shows and figure out what concepts draw the biggest crowd. Movie studios do focus-group screenings. Mobile apps are also a media business and should be subject to similar testing. Try launching in a smaller market and gauge users’ response. Evaluate user reviews and turn feedback into app improvements. People have high expectations, especially if they’ve paid for an app, so continuing to iterate, improving the app, and offering new content is key to building a mobile business.

For those who still say mobile is “emerging”, I say mobile is here. It’s clear that app developers of all types, from individuals to large corporations, are building fast growing and sustainable mobile businesses. It’s still a wide open playing field, but competition is only going to increase. So, think about all the other app developers fighting to reach the same users that you are, and figure out how to be smarter, faster and more innovative than “the next guy or gal.” (source:techcrunch)


上一篇:

下一篇: