作者：Joseph Vito DeLuca

即使手机应用是当前发展最迅速的数字行业领域之一，许多开发者仍然面临着赢利困境。几乎没有什么人能够靠一款高收益的应用成功占领多个平台。鲜有开发者能够非常顺利地从Android过渡到iOS，或从iOS过渡到Android。少数成功者也必然经历了一系列艰苦卓绝的奋斗。以下，我们将介绍几款热门的跨平台应用克服障碍的最佳策略。

apps-icons(from venturebeat)

1、用户获取策略

iOS和Android两大操作系统的最大区别是，苹果不允许内部应用环境下的刺激性安装。它严格把关应用排行榜，维护其忠实性。事实上，已经有数个开发者因为被认定推行可疑的用户获取策略而被App Store禁入。

在推广和赢利策略方面，Android就灵活和友好得多了。它允许开发者通过刺激性安装打入应用排行榜。iOS的明显优势是硬件的唯一性，而Android却有数个制造商各自推出不同的设备。因此，相比于iOS，开发Android应用就困难得多了。

2、留存率

尽管Android更容易获得用户，但研究发现表明，iOS更能留住用户。根据Localytics的发现，iOS用户的留存率比Android用户高了52%。另外，35%的iOS用户打开应用次数超过10次，而只有23%的Android用户达到相同程度。

导致iOS用户留存率高居不下的另一个原因是，iPhone本身就有94%的留存率，而Android设备只有47%。当用户习惯于相同的手机或至少相同系列的手机时，他们更可能转移或重新下载原有的应用。

3、广告视频

EA、OutFit7、Nordeus和Creative Mobile均有应用位居iOS和Android排行榜前列，比如《会说话的汤姆猫》、《直线竞速》、《Top Eleven》和《实况赛车》等。它们成功了，除了理解操作系统之间的差异，更重要的是运用有效的用户获取和留存策略。

Creative Mobile利用价值交换广告使它的《直线竞速》赢利颇丰。他们采用自定义offer供给和offer广告，使用户看到广告并以尝试其他应用换取虚拟货币Respect Points。通过这个策略，不仅应用的赢利翻倍，而且始终高居收益排行榜和热门榜单前列。

最近新出现的用户获取策略是使用应用预告片，也就是宣传应用的主要特点，然后让用户安装应用。在iOS平台上，这一招尤其管用，因为用户只要观看完整视频就能得到奖励，开发者也因此绕开了刺激性安装的禁区。另外，该策略也促进了手机视频行业的发展。超过2500万的手机用户每月收看至少4小时的视频；根据Dancast的调查，在接下来的5年，手机视频的年增长率可能达到28%。

4、刺激性策略

许多发行商的最大问题之一就是，他们在开发过程中并不考虑用户留存率。成功的游戏应该是这样的：在多个平台上定时推出能刺激玩家游戏的东西，使玩家不仅沉浸于当前的游戏，而且当次游戏过后仍然会频繁地返回游戏。

带有这种特点的游戏案例首推MADFINGER Games的第一人称僵尸射击游戏《Dead Trigger》。玩家每天登录后会自动收到奖励：金币可用于购买道具；筹码可以玩老虎机，这样玩家还有机会再得到额外的奖励。另外，玩家还可以通过完成每日任务挣到额外的金钱和经验值。

有效的游戏内刺激性手段对应用内部购买也有直接的影响。Imangi工作室的《Temple Run 2》就充分利用了这一点。当玩家陷落到某地或撞上某物时，就可以使用可以复活角色或延长奔跑路程的宝石。如果玩家没有宝石，他们可以就地购买得到。对某些玩家来说，为了得到更高的积分或突纪录，宝石的吸引力相当大。

尽管赢利对免费游戏的成功是最大的障碍之一，但市场上当然有现成的机会。通过综合利用适当的策略——无论是技术开发还是商业模式改进，总是能高效地获取玩家并从他们身上赢利。（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

4 secrets for monetizing mobile apps across platforms

by Joseph Vito DeLuca

While mobile applications are one of today’s fastest growing digital sectors, many developers are continuing to struggle with finding monetary successes for their work. Then there are the few, that launch an app which yields a high ROI, but are then confronted with an even more daunting task of being successful across multiple platforms. Few developers have made a smooth transition from Android to iOS or vice versa. The select few that have crossed over prosperously have endured a number of hurdles on their path to mass distribution and efficient monetization. Here, we’ll examine the major roadblocks, look at a few successful cross-platform apps and best practices.

1. User acquisition strategies

The biggest difference between the two operating systems is that Apple doesn’t allow for incentivized installs within the in-app environment. They are very strict about maintaining the integrity of their top ranking apps lists. They have actually barred several developers from the App Store because of what they consider questionable distribution tactics.

The Android platform is a lot more flexible and thus a lot friendlier when it comes to distribution and monetization strategies. Developers are able to incentivize installs in order to move up in the app rankings. Where iOS has a distinct advantage is that it only has one piece of hardware, where the Android platform is on several different devices from several manufacturers. Because of this, it is a lot more difficult to develop an app on Android compared to iOS.

2. Retention rates

Although it may be easier to acquire users on Android, findings point out that it’s easier to retain users on iOS. Findings from Localytics tell us that retention rates are 52% higher on iOS than they are on Android. Furthermore, 35% of iOS users opened an app more than 10 times, compared to 23% on Android.

Also adding to higher retention rates found on iOS is the fact the iPhone itself has a 94% retention rate to just 47% on Android devices. When users stick with the same phone or at least same line of phone, they are far more likely to transfer or re-download preexisting apps.

3. Best practices

The likes of Electronic Arts, OutFit7, Nordeus, and Creative Mobile have all had top-grossing apps on both iOS and Android with titles including Talking Tom Cat, Drag Racing, Top Eleven, and Real Racing. They were successful because of their ability to understand each operating system and their ability to devise not only efficient user acquisition strategies, but also effective retention and engagement triggers.

Creative Mobile was able to monetize its Drag Racing game by leveraging value-exchange advertising. They implemented a customized offer feed and offer banners that gave users the opportunity to engage with ads and trial other apps in exchange for their virtual currency, Respect Points. Through this tactic, they were able to double in-app revenues on its way to becoming one of the highest grossing apps of all-time while also rising up the iOS charts.

A newly emerging user-acquisition tactic is the use of app trailers, which highlight the key features and then give users the opportunity to install the app. This is especially useful on iOS, as only a completed video view is required for the user to receive the reward, thus circumventing the incentivized install ban. This leverages the growing mobile video sector. More than 25 million mobile owners stream at least 4 hours of video per month, as mobile video rises at a compound annual growth rate of 28% over the next 5 years, according to a study by Dancast.

4. Trigger happy developers

One of the biggest pitfalls for many publishers is that they don’t consider user retention and engagement during development. The most successful games are the ones built with timely in-game triggers that function on both platforms, keeping users both engaged in their current session and coming back and opening the app frequently and consistently.

A prime example of an app with great gaming mechanics is MADFINGER Games’ first-person zombie shooter, Dead Trigger. Users are automatically rewarded for logging in daily to the app with gold to be used to purchase additional items and with casino chips that can be used in a slot machine, giving players the opportunity to earn additional rewards. Furthermore, additional daily quests are presented to give users the chance to earn additional cash and experience points.

Having effective in-game triggers can also have a direct impact on in-app purchases (IAP). Imangi Studios’ Temple Run 2 does a great job leveraging this opportunity. When a user’s run has come to an end from falling, running into something, etc., an opportunity is presented to use gems which revives the character and prolongs the run. If the user doesn’t have any gems, they still have the opportunity to obtain them by making a direct payment right on the spot. This can be a very tempting proposition for someone about to reach a new high score or build upon a newly reached high score.

Although monetization is one of the biggest obstacles to success for freemium apps, the market is certainly ripe with opportunity. By incorporating the appropriate tactics — both in technical development and business development — users can effectively and efficiently be both acquired and monetized.(source:venturebeat)