1）Fiksu最新数据显示，iOS平台10月份的忠实用户获取成本在过去三个月中首次下降，iPhone 4S发售首周就推动应用下载量增长70%。

cost per loyal user index(from Fiksu)

美国前200名免费iOS应用下载量在10月份增长至491万次，同比9月份增长29%。如果排除那些因更换新手机而重复下载应用的用户数量，这些iOS应用在该时期下载量约450万次。

app downloads(from Fiksu)

iOS应用在10月份获取忠实用户（游戏邦注：这里指那些至少访问三次应用的用户）成本为1.47美元，比9月份的1.64美元下降12%。

2）Orange Advertising Network最近发布的调查报告显示，许多英国、法国、西班牙和波兰用户喜欢在不可接触其他设备时，使用智能手机“打发时间”，但也有些用户为“节省时间”而选择用平板电脑做更有意义的事情。

smartphone user(from marketingmagazine.co.uk)

95%英国用户在家使用平板电脑，而PC使用率则下降了15%。40%英国用户使用平板电脑的流媒体服务，有39%用户在平板电脑上看电视，35%在平板电脑上看点播内容。

西班牙用户在外出时比较喜欢使用三星Galaxy Tab等中档的平板电脑设备；19%法国用户表示有了智能手机，他们看的电视内容比以往更多了；15%英国用户自称他们通过移动媒介阅读了更多在线报纸。

60%受访者至少在平板电脑上完成一笔移动支付交易，50%平板电脑用户比移动用户更青睐网购。

网页浏览器仍是英国最主要的手机信息来源，在受访者中的使用率高达76%，而通过应用程序获取信息的用户比例为59%。

78%英国平板电脑用户使用网页浏览器，选择应用程序的用户占比64%。

3）据mobile-ent报道，EA新版俄罗斯方块游戏《Tetris Club》将推出2.99美元/月和30美元/年的订阅模式，该版游戏UI将进行一些调整，植入了玩法更快、更流畅的Marathon One-Touch模式。

Tetris(from insidemobileapps)

EA在2010年宣布《俄罗斯方块》在手机平台下载量已达超过1亿次，该游戏在今年夏天还入驻Android平台。

但人们关注的是，在苹果刚刚取消Big Fish游戏订阅模式的情况下，EA将如何落实这种收费模式。

4）微软最近针对WindPho操作系统开发了一个基于移动网页的模拟器，该产品还支持运行于苹果和Android设备。

android-wp7-demo(from windows7news.com)

这个新产品的主要目的是向智能手机用户展示WindPho操作系统的强大功能，其次是从竞争对手的用户规模中分羹，从中为自己招徕更多新用户。

但观察者称苹果用户忠诚度极高，微软可能难以分割苹果市场，而黑莓用户支持率却比较低，微软也许应该考虑从黑莓市场中找到切入点。

5）苹果App Store日前推出新分类版块Benchmark Game，在首页向用户展示和推荐玩家具有“创新玩法”、“人性化控制方式”、“出色画面效果”、“硬核风格”等游戏类型。

benchmark games(from pocketgamer)

目前在该版块展出的游戏包括Nimblebit的《Tiny Tower》、华纳兄弟的《Scribblenauts Remix》、Madfinger Games的《Shadowgun》和迪士尼的《Where’s my water?》。

6）手机游戏工作室Backflip最近与移动广告平台Nexage合作，将在其iPhone和iPad游戏中采用Nexage广告服务，通过优化的广告盈利方式，免费为Blackflip的2700万MAU提供高质量的游戏体验。

Blackflip游戏目前总装载量已超过1.5亿次，Nexage平台之前还与《愤怒的小鸟》开发商Rovio达成此类合作协议。（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）

1）Cost of Acquiring Users For iOS Apps Slips as Downloads Hit a Record

Kim-Mai Cutler

The cost of acquiring a loyal user for a mobile app dropped for the first time in three months as downloads on the iOS platform soared to a record, according to Fiksu, a Boston-based company that helps developers buy users cheaply. The brand new iPhone 4S caused a 70 percent spike in downloads during its first weekend and a 40 percent boost after the launch, the company said.

Downloads for the top 200 free apps in the U.S. rose to 4.91 million in October, up 29 percent from the month before. If you take out apps that people re-installed as they transferred to new devices, the number of genuine downloads for new apps was likely around 4.5 million downloads, the company said.

Because of this boost, the cost of getting a loyal user (or one that opens an app three times in a row) slipped 12 percent to $1.47, down from a record of $1.64 in September.

But the best way to strategize around a device’s launch is not to barrel in on spending during the first weekend, Fiksu’s chief executive Micah Adler says.

“For those seeking to maximize value and ROI, the best bet was to resist the temptation to join the initial rush,” he said. “Our advice to cost conscious marketers was to wait it out for a week and then take advantage of the efficiencies in heightened volumes at significantly lower costs.”（source:insidemobileapps）

2）95 per cent of Britons use tablets at home

by Zen Terrelonge

Device popularity cuts PC use by 15 per cent.

The Orange Exposure 2011 report explores the changes tablets and smartphones have made to the mobile market across the UK, France, Spain and Poland.

Research found consumers use smartphones to ‘kill time’ when access to other screens are unavailable, while others opt for tablets in order to ‘save time’ suggesting the latter platform provides a more practical purpose.

The report says 95 per cent of UK tablet use is at home, but the adoption has seen PC use decrease 15 per cent.

In addition to battling PCs, 40 per cent of UK tablet owners stream content, 39 per cent watch TV on the device and 35 per cent watch on demand content.

However, Spanish users opt for mid-sized tablets like Samsung’s Galaxy Tab for outdoor navigation use.

19 per cent of users in France say they watch more TV due to smartphone use and 15 per cent of UK consumers said they read more newspapers online as a result of  mobile multimedia, according to the report.

Bruce Hoang, group marketing director, Orange Advertising Network, said: “This is the first time we have included tablet usage in the Orange Exposure report and the findings are quite stark in their description of how people are using devices. Clearly the one size fits all approach for digital content across TV, PC, smartphone and tablet does not work and this has significant implications for content producers and advertisers.”

Results show 60 per cent of tablet users have made at least one m-commerce transaction on the platform, as 50 per cent of tablet users were more likely to buy online than mobile users.

Browser continues to be the UK’s dominant mobile information source with 76 per cent in comparison to apps with 59 per cent.

It was the same for tablet use, which saw 78 per cent of Britons use browsers, while 64 per cent chose apps.

Jon Mew, director of mobile and operations, Internet Advertising Bureau, said: “Without data and analysis advertisers cannot take full advantage of mobile advertising opportunities.

“As the industry grows it will be important to integrate mobile along with other advertising formats; attitudinal data such as the Orange Exposure research is welcomed as a fundamental resource for advertisers.”

Sienne Veit, social and mobile development manager, Marks and Spencer, said: “Brands will miss out on mobile opportunities to connect with the consumer if they don’t adapt for mobile and tablets taking into account local nuances and influencing factors such as screen size for example. With this research, brands can cut through the complexity to understand precisely how to target their consumers.”（source:mobile-ent）

3）EA to trial Tetris subscriptions

by Tim Green

Next version to come with optional $2.99 a month membership model.

EA’s annual Thanksgiving preview of upcoming titles included a reference to Tetris Club, which gives players access to premium/exclusive content and discounts on T-Coins for $2.99 per month or $30 a year.

Interesting development, and a sign that the evergreen licence effectively bought by EA for $680 million when it acquired Jamdat in December 2005, still has lots of life left in it.

In 2010, EA revealed that Tetris had notched up 100m mobile downloads to date. It was made available as a freemium Android title this summer.

The interesting question is how EA plans to run its proposed subs club – especially in light of Apple’s rejection of another games subscription service offered by Big Fish last week.

EA also confirmed some UI changes to Tetric including a Marathon One-Touch mode that makes gameplay quicker and smoother.（source:mobile-ent）

4）Microsoft launches WinPho emulator for Android and iOS

by Zen Terrelonge

Presumably launched to snatch users from rivals.

Microsoft’s partnership with Nokia has seen the birth of a new line in Windows Phones, which both companies hope will succeed in the crowded smartphone market.

In a bid to attract new customers, Microsoft has developed a mobile browser-based emulator for the WinPho OS, which is available for use on Apple and Android devices.

The aim behind the new platform – with its tiles, big typeface and horizontal scrolling – is to showcase the OS to smartphone users demonstrating its capabilities.

It’s likely the secondary aim is to reel in customers from rival operating systems to strengthen its ranks in the battle for domination.

Microsoft will have the most difficulty persuading Apple lovers to climb aboard of course as we recently reported that iPhone owners are the most loyal.

Perhaps it should launch the platform on BlackBerry, which has 52 per cent of users that plan on changing devices.（source:mobile-ent）

5）Benchmark Games iTunes promo highlights most innovative iOS games

by Matt Sakuraoka-Gilman

A new way of pushing the most acclaimed iOS games to consumers has been introduced on the iTunes store.

The new Benchmark Games category elevates selected games to feature on a front page over categories such as Innovative Gameplay, Intuitive Controls, Stunning Graphics, Quick Fixes and Hardcore games.

Best in show

“Whether you’re a casual player or a veteran gamer, you won’t want to miss these outstanding titles that lead and define their respective categories,” reads the feature explanation in iTunes.

“We love this addictive sampling of the greatest interactive experiences that iOS has to offer. And we think you will too.”

Games currently featured in the line-up include Nimblebit’s Tiny Tower, Warner Bros’ Scribblenauts Remix, Madfinger Games’ Shadowgun and Disney’s Where’s my Water?（source:pocketgamer）

6）Backflip partners with mobile ad specialist Nexage to monetise its 27 MAUs on iOS

by Keith Andrew

With a strong hand in the free gaming market, Backflip Studios has signed a deal with Nexage that will see its ad platform deployed across the developer’s content on iPhone and iPad.

Backflip is pitching the move as a better way to monetise its userbase, with the likes of Paper Toss, Ninjump, Solitaire and Strike Knight set to employ Nexage’s network.

Impression addition

“Backflip Studios strives to make absurdly fun mobile games accessible to as large of an audience as possible,” said its senior director of revenue operations Silvia Travesani.

“Our most popular titles are free to consumers. This partnership with Nexage will allow us to continue to offer top-quality games for free to our 27 million monthly active users by optimising advertising revenue across the 150 million installs of our apps.”

Big numbers

For Nexage, which claims its real-time bidding platform is currently growing impressions on mobile apps by an average 34 percent a month, the partnership adds to the firm’s existing deal with Angry Birds studio Rovio.

“The energy and innovation in the mobile gaming market is extraordinary,” added Nexage CEO and president Ernie Cormier.

“As the revenue model shifts away from paid models, game developers will need to successfully monetise their games through mobile ads to fund innovation and customer acquisition. We are proud that game developers, like Backflip, trust Nexage to deliver the revenue that enables them to thrive in the market.”（source:pocketgamer）