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读写网:2011年五大手机应用领域变化趋势

发布时间:2011-02-09 11:21:04 Tags:,,,,

可能许多人都会认为,手机应用是一个已经发展成熟的经济领域,但实际上这一行的形势仍在不断进化和演变,以下是读写网整理出的2011年五大手机应用领域发展趋势。

1.虚拟商品是王道——应用内置付费功能将唱主角。

虚拟商品已成为目前不少家庭妇女津津乐道的话题,不少主妇都很舍得花上200美元,为自己的虚拟农场添置虚拟奶牛。虚拟货币经济体系正在快速发展,据Insidie Virtual Goods的报告预测,2011年仅美国虚拟商品交易市场的营收就有可能高达21亿美元。

2010年的虚拟商品交易营收已呈现井喷式的发展,但在2011年我们才能真正看到它的非凡发展潜力。今年将有更多iPhone和Android手机游戏摒弃付费下载或订阅服务模式,转向应用内置付费功能或者广告赞助等创收方式。

mobile-ads

mobile-ads

2.移动广告将发生变革——它在手机应用中的表现形式和展示位置将有所不同。

据游戏邦了解,移动广告刚刚面世时,多数智能手机采用的都是在线广告形式,标准的条幅广告最占优势,它们几乎是随意摆放在应用界面或移动网页的各个角落。今年的移动广告商在考虑广告印象和点击率的同时,将会更加关注广告投放的位置和展现方式。

这一领域将出现更多更大的插页式广告,它们的投放位置是手机内容的转移点。富媒体广告将更加广泛,视频广告也会发生重大变化。

3.地域化和本土化广告将成普遍现象——但超本土化广告可能在2012年才会到来。

本土化是2010年移动领域的热词,这种现象仍将成为一种趋势。在2011年,本土化和地域化广告将更频繁地出现在人们的视野中。据BIA/Kelsey预测,本土化广告的产值将从2010年的4亿美元,增长到2014年的20亿美元以上。

尽管本土化广告的发展已成为气候,但超本土化广告的年代还没有这么快来临。所以你有可能随处可见百思买(Best Buy)的广告,却不能轻易看到楼下的比萨店招牌。

mobile-apps

mobile-apps

4.Android应用商店将强化应用计费及搜索服务。(如果Android平台想让开发商在竞争中获胜,那么它就应该这么做。)

去年可以说是一个Android年,Android手机用户超过了iPhone用户,但iPhone现在已经跟威瑞森合作了,所以Android如果想保持顶端优势,就得再接再励,尤其需要克服其应用商店的各种缺陷。

当然,苹果App Store也绝非十全十美,但它所提供的付费和搜索服务却远远超过Android应用商店。Android应用商店应该考虑更优化的应用管理方式,简化计费流程。相信这种情况在2011年会得到改观,也许是谷歌首先想出了解决方案,也有可能是亚马逊这类第三方Android应用商店技胜一筹。

5.新型应用运行平台的崛起:新兴平台、跨平台HTML5应用、非苹果的平板电脑、网络电视

新兴平台的大量涌现,也是今年手机应用领域值得关注的一个现象。游戏邦获悉,微软和黑莓将在今年推出更多高端智能手机,有望因此获得不少市场份额。虽然这种情况必然加剧手机应用技术标准不一的问题,但也会给跨平台运行的HTML5手机网页应用创造不少机会。iPad之外的其他平板电脑的问世,将催生出一个庞大的平板电脑市场。谷歌和苹果的网络电视产品,将检测大众对互动电视媒体的接受程度。总之,这一领域将发生许多振奋人心的变化。(本文为游戏邦/gamerboom.com编译,转载请注明来源:游戏邦)

5 Ways the Mobile App Economy is Evolving in 2011

It’s easy to fall into the trap of thinking of the app economy as a fully developed and mature space. And while it’s not the wild wild West that it was two years ago, the economy is still rapidly evolving – and we’re about to see some significant changes in 2011.

1. The Virtual Good is God – it’s all about in-app purchasing

Does it seem like everyone and their mother are talking about virtual goods? That’s because everyone is. And everyone’s mother just spent $200 buying virtual cows for her virtual farm. The virtual currency economy is big and growing – and it’s no joke for gaming publishers looking to monetize. Inside Virtual Goods recently published a report predicting that the virtual goods market in the U.S. alone will hit $2.1 billion in revenues this year.

Monetization through virtual goods made a splash in 2010, but in 2011 we’ll see the economy grow into a real beast to be reckoned with. This year more iPhone and Android games will move from paid or subscription-based apps to a combination of in-app purchasing and advertising to monetize.

2. Mobile ads are about to transform – the formats and placements within apps are going to change

When mobile ads first hit the market, the online format was simply slapped onto the smartphone. Since the beginning, standard banner ads have been king – placed haphazardly on every screen of an app and each page of the mobile Web. This year will be the year advertisers start to pay as much attention to where and how an ad is placed as they do to the number of impressions and clicks.

We’re going to start seeing more and more large, engaging ads delivered as interstitials – placed at natural transition points in content. The actual ads are evolving too. Rich media will become common.  Video ads will also grow dramatically, which will come as no surprise to any Angry Bird-er who experienced video ads this holiday season.

3. Regional and local ads will become commonplace – but hyperlocal ads will wait until 2012

Local was the mobile buzzword of 2010 – and it’s not going away any time soon. Throughout the year, local and regional ads are going to be popping up more frequently. BIA/Kelsey predicts location-targeted ads will grow from $400 million in 2010 to over $2 billion by 2014.  Scale is driving better opportunities for targeting, and more advertisers are taking advantage.

But even though the climate is ripe for local, you shouldn’t expect an onslaught of hyperlocal ads. Yes, you’ll start seeing more ads for the Best Buy near you. But you won’t be overwhelmed with ads for the pizza place downstairs quite yet.

4. An Android application store will enhance payment and discovery. (It better, if Android wants to win the competition for developers.)

Last year was the year for Android – Google’s Android OS overtook iPhone in the total number of subscribers. But with the iPhone coming to Verizon, Android is going to have to step up its game if it wants to stay on top. In particular, Android’s marketplace has proven to be a key limitation.

Apple’s App Store, while hardly perfect, is far superior to Android’s for finding and purchasing new apps. Android needs to figure out a way to organize its apps and simplify the checkout process.  Someone will figure it out in 2011. Maybe it will be Google who has announced plans for upgrades. Maybe it will be a third party like Amazon.

5. The wild cards: Emerging platforms, cross-platform HTML5 apps, non-Apple tablets and interactive TV

A few potential app economy game changers need to be watched this year. Windows and Blackberry will make a strong push in 2011 for market share of high-end smartphones. This could increase fragmentation of the mobile app economy but should also contribute to the shift toward cross-platform HTML5 mobile websites that look and feel like native apps. The introduction of iPad alternatives will be an indication of how big the tablet market can be. Google and Apple’s TV products will test if the mainstream is ready for interactive TV. It’s clear that we’re entering an exciting time.(source:readwriteweb)


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