App Store新規即將到來 你準備好瞭嗎?

  美國時間6月8日消息,蘋果公司全球市場營銷高級副總裁菲爾·席勒在去年年底接手管理App Store事宜,在他上任之後我們看到App Store和Mac App Store逐漸有瞭一些小的變化。原本我們預期在下周的WWDC大會上,蘋果可能對App Store平臺更新,但是沒有想到,本周早些時候席勒還是提前與我們分享瞭今年App Store將迎來的重大更新。

  席勒表示今年他的團隊將主要從三個方面對 App Store 加以完善:

  -應用審核:審核時間縮短到一天之內

  -商業模式:訂閱模式下分成比例:第一年30%:70%;第二年15%:85%

  -應用發現/搜索廣告:競價排名且每個搜索隻有一個廣告,藍色背景做提示、13歲以下用戶不可見

  那麼蘋果具體會如何從這三個方面對“年久失修”的 App Store 平臺加以完善呢?

  應用審核要快要嚴格

  如果你和開發者談話的話,你就會發現他們反映瞭各種各樣關於 App Store 的問題,其中有些問題是個例,而有些問題則影響到所有開發者。席勒的團隊目前集中解決的問題之一就是應用審核。

  應用審核可以確保開發者提交的應用能夠正常運作,其中包含的代碼不會對消費者產生不良影響。這是一個質控的過程,確保用戶可以放心安裝和使用應用。對於整個 App Store 來說,這是非常關鍵的一步。

  一般情況下,開發者在提交應用時,蘋果的應用審核小組會對其進行審核。在這個審核過程中,他們主要確認應用是否違反瞭蘋果公司在這方面的規定。這個過程通常需要 5 天的時間來完成,不過最近有不少開發者反映,蘋果已經將應用審核時間縮短到一天之內。(GameRes註:在我們官方APP“遊戲行”的審核過程中,我們發現蘋果已經提升瞭審核速度,但是否為個例還需要時間驗證)

  其實也不是非要經過這一步不可,但是席勒的團隊還是非常重視這個過程,不惜耗時耗力去審核應用。

  “我們不會跳過(應用審核)這一步的,因為它確實非常重要。”

  他表示蘋果公司平均每周能完成 100,000 次應用審核,而且他們還開發瞭全新的審核程序,以加速整個審核過程,同時保證蘋果和用戶預期的審核質量。

  讓開發者多賺點錢

  除瞭應用審核,蘋果也完善瞭訂閱模式,決定將App Store對所有產品類型開放。到目前為止,App Store中基於訂閱的商業模式僅支持新的應用和其他在App Store上架的內容。

  對於那些有多款應用的公司來說,這是一個重要的舉措——這些公司無需要求用戶單獨訂閱該公司旗下的每一款應用,而是通過訂閱包的方式讓用戶獲得他們提供的所有內容。

  PlayKids 聯合創始人兼全球擴張負責人 Eduardo Henrique 表示:“對於我們的用戶來說,訂閱多款應用的做法讓他們覺得很混亂。通過訂閱包的方式,我們可以更好地告訴用戶,我們給他們提供瞭哪些內容。”

  當新的訂閱平臺上線時,Henrique 表示:“這是我們的頭等大事。”

  當然這個新的訂閱模式並不隻是支持所有產品類型這麼簡單。

  目前App Store訂閱收益按 70-30 分,與App Store應用購買是一樣的分成方式。不過在新的訂閱模式下,個人訂閱從第二年起開發者將能夠從收益分成中得到更多利益,因為到第二年收益分成是按85-15的比例來分的,也就是說蘋果向開發者支付更多的利潤,以激勵開發者提供更好的內容。該新的模式將適用於所有現有應用和訂閱用戶,而不僅僅是新的應用。

  蘋果給開發者提供瞭200多個訂閱價格點選擇,當然開發者也可以自己確定新的價格點,讓訂閱空間更大。如果開發者選擇增加訂閱價格,用戶會收到通知,而且用戶需要對增加的價格授權。席勒表示在用戶授權之前,收費不會因為訂閱價格的增加而增加。

  用戶或許可以選擇升級、降級訂閱或者或者是不改變訂閱。開發者也可以不改變現有訂閱價格的同時,對新的訂閱用戶推出新的訂閱價格。看起來蘋果是經過深思熟慮之後才為新的訂閱模式推出這些選項的。

  根據蘋果公司的數據,今年年初在兩周的時間內,全球用戶用於購買應用和應用內購項目的總金額超過 11 億美元(約合 72 億人民幣),連續兩周創下流量與購買紀錄。2016 年元旦當天總收入創下App Store歷史最高紀錄,達到 1.44 億美元。這個數字也打破瞭 2015 年聖誕當天的單日收入紀錄。

  iOS已成為iPhone阻擋安卓手機護城河,而其核心武器正是蘋果的App Store應用商店。它既能讓用戶有豐富的應用選擇,也能讓開發者掙到錢,後者正是碎片化的安卓陣營所欠缺的。

  截至2015年蘋果共向全球開發者支付瞭100億美元,蘋果的應用生態圈不僅給他們創造瞭一定的收入,也讓更多開發者收益。而這次蘋果推出新的分成方式,或許能夠吸引更多開發者加入 iOS 應用開發社區。

  補充:新的App Store訂閱規則將允許應用免費試用

  What’s New in Subscriptions

  Apps in all App Store categories will soon be eligible to offer auto-renewable subscriptions. Developers will also receive more revenue for qualifying subscriptions after one year, have greater pricing flexibility, and more. Learn about the new enhancements and find out if auto-renewable subscriptions are the right business model for your app.

  All App Categories Eligible

  Starting this fall, apps in all categories on the App Store will be eligible to offer in-app purchases for auto-renewable subscriptions to services or content. Users enjoy the reliability that comes with subscribing to a service that they love, and the experience must provide ongoing value worth the recurring payment for an auto-renewable subscription to make sense. Although all categories of apps will be eligible, this business model is not appropriate for every app.

  Like many freemium apps, successful auto-renewable subscription apps operate as services that are continuously supported, and often require sustained content development or feature enhancements to retain users. Whether updating content on a regular basis, providing on-demand use of a service, or giving access to a large collection of content, successful auto-renewable subscription apps are equipped to offer continued utility and enjoyment to their subscribers.

  85% Revenue After One Year

  Effective June 13, 2016, the revenue structure for auto-renewable subscriptions will change. Within a subscriber’s first year of an auto-renewable subscription, you receive the traditional 70% of the subscription price at each billing cycle, minus applicable taxes. After a subscriber accumulates one year of paid service, your revenue increases to 85% of the subscription price, minus applicable taxes. All current subscriptions are eligible.

  If a user cancels their subscription, there is a 60-day grace period during which if they resubscribe, they will continue to accumulate days of paid service from the point where they lapsed. If they resubscribe after the 60-day grace period ends, their days of paid service starts over, and you receive 70% of the subscription price until one year of accumulated service passes. Service level changes within a subscription group do not interrupt days of paid service.

  As part of your overall subscription marketing plan, consider ways to win back lapsed subscribers with targeted messaging, such as email or in-app messaging, to communicate the value of your subscriptions and encourage users to resubscribe.

  Territory Pricing and Expanded Subscription Price Tiers

  Starting this fall, apps with auto-renewable subscriptions will be able to offer territory-specific prices and will have access to 200 price points across all currencies. You will be able to set the prices you think are suitable for subscribers in different markets, and you will have the flexibility to price your subscriptions at parity if they’re available elsewhere. A new iTunes Connect pricing tool will help you manage pricing based on current exchange rates. If there is a tax increase or currency adjustment in a particular region, the price of subscriptions will generally not be affected unless you decide to pass the adjustment on to your users.

  Any time you increase pricing for existing subscribers, they will have the opportunity to agree to the increase, which may result in lost subscribers if they do not accept the change. Before you make any pricing decisions, research your target market’s pricing expectations and weigh the potential impact of raising the price against retaining existing subscribers.

  If you want to change the price of a subscription in a specific market, it’s important to understand which markets are tax inclusive before you take action. For example, if you decide to lower the subscription price for users in Germany, the revenue you’ll receive will be the purchase price minus the European Union’s value added tax (VAT) and minus Apple’s commission. If you use the default pricing in the iTunes Connect pricing tool, tax rates are already blended in for you. For more information, review Schedule 2 of the Apple Developer Program License Agreement, which describes territories that have different tax treatments.

  Keep Subscribers at Their Existing Price

  Starting this fall, apps using the auto-renewable subscription model will be able to keep active subscribers at their existing price while increasing the price for new users. You can have an unlimited number of price cohorts preserved at their existing price.

  When users upgrade, downgrade, or crossgrade within a subscription group, they will pay the current price of the new subscription and will not keep their existing price. See Subscription Level Changes below for more details on upgrades, downgrades, and crossgrades.

  If you have multiple price cohorts and want to move all subscribers to the current price, increase the price starting with the cohort that is currently at the highest price, then the next highest, and so on. This method ensures that users are not prompted with multiple notices to accept higher prices.

  Subscription Level Changes

  Within each subscription group, you can offer different levels of service (for example, basic, premium, and pro memberships) as well as durations (such as weekly, monthly, or annually).

  Starting this fall, users will be able to move easily between service levels, and choose to upgrade, downgrade, or crossgrade (that is, move to another identically ranked auto-renewable subscription in the same subscription group) as often as they like.

  If you offer different service level options within your app, clearly communicate in your marketing how each level differs, and highlight the added value of each offering to help subscribers understand why they might want to convert to a higher level of service. This extends to how you name the in-app purchase in your metadata, as users will see this name in their Manage Subscriptions settings. Create user friendly, self-explanatory names that differentiate and communicate the value of each in-app purchase.

  Communicating Price Increases

  Starting this fall, whenever you increase the price of a subscription for existing subscribers, Apple will inform all affected subscribers and ask them whether they agree to the new price. If they do not agree or take no action, their subscription will expire at the end of their current billing cycle. To ensure that your subscribers enjoy uninterrupted service, consider channels such as in-app messaging and your mailing list to communicate reasons to consent to the increase and to encourage subscribers to take action so that their subscription continues.

  引入競價排名

  應用發現是這麼多年來開發者和用戶吐槽最多的地方。應用發現就是一個吃力不討好的差事,但蘋果對於應用發現還是有一些想法。GameRes註:來自蘋果官方的數據,65%的下載來自於AppStore發現搜索。

  席勒說:“我們希望給用戶一個每天都到 App Store 中來逛逛的理由。”

  App Store中的“精品推薦”版塊將會過濾那些已經安裝在用戶設備上的應用,這樣用戶看到就都是新的、自己還未安裝的應用。另外蘋果重新添加瞭“類別”標簽,以便用戶通過應用類別瀏覽和搜索應用。

  很多用戶都是通過個人推薦的方式來獲取應用的,對此蘋果想到瞭:Home 屏幕上應用圖標的3D Touch選項中添加共享這一項,這樣用戶就可以和親朋好友、或者是在社交平臺上共享這款應用。當然開發者還可以在應用中添加這個功能功能,不過蘋果希望通過這個新的方式讓用戶可以更直接將他們喜歡的應用推薦給其他人。

  App Store該版塊中變化最大的莫過於將支持開發者的搜索廣告。席勒表示此前曾有開發者表示,隻要蘋果推薦他們的應用,他們就可以給蘋果付錢,但是蘋果拒絕瞭開發者提出的這些建議。

  “我們的應用商店不是為瞭賣應用而賣應用——這並非我們的處事方式。”席勒說,“如果可以做到我們當然會做,但是首先我們必須尊重用戶,公平對待開發者,特別是小的開發者。”

  席勒介紹在搜索結果頁面上將有且隻有一個廣告,蘋果還會明確標出它是廣告。而且廣告的內容將和應用在 App Store上的內容一模一樣。也就是說,沒有垃圾廣告。蘋果將僅接受App Store中開發者的廣告——商店中不會出現第三方產品廣告。

  席勒表示開發者需要通過一個拍賣系統來競得廣告席位。沒有最低起拍價限制,也沒有獨傢之說,所以小型開發者也可以參與到其中。今年夏天這個廣告系統就會在試行上線,蘋果會嚴加管理,確保這個系統的公平性。

  隱私方面蘋果堅持他們一貫的原則,不追蹤用戶,不與開發者分享點擊廣告的用戶的數據。開發者還是會收到相關報告,但其中不包含任何用戶數據。蘋果也不會向13歲及13歲以下用戶推送廣告,前提是蘋果要能夠從設備確定用戶的年齡。

  開發者可以註冊參與搜索廣告的這次測試,測試期間蘋果將不會收取任何費用。測試之後,蘋果會選擇美國作為該服務的第一個正式上線市場。

  其實今年早些時候就有消息稱,蘋果將在App Store中引入競價排名機制,當時這條消息引起瞭軒然大波,很多人都擔心小型開發者在這場競爭中會失去優勢,但是從目前蘋果公開的信息來看,他們也確實考慮到這個問題,不知道屆時蘋果的這個辦法是否能夠有效消除我們的擔憂。

  Effective, efficient, and private.

  Search Ads gives every developer the opportunity to promote their app at the top of relevant search results and lets customers download with a single tap. And because Search Ads adheres to Apple’s privacy standards, user information remains private.

  Discoverability by design.

  Over 65% of downloads come directly from searches on the App Store.

  Various targeting features will enable deeper discovery of apps, including lesser known or niche apps. By default a user won’t see ads for apps they already have downloaded, and demographic and device location based targeting will give you a new way to target those specific user groups that matter to you.

  An ad will only be shown if it is relevant to the search query. If an ad is not relevant to what the user is looking for, it will not be shown in the ad spot regardless of how much you are willing to pay.

  Most efficient use of an advertising budget.

  You pay only when a user taps on your ad, and our auction system ensures you will always pay a fair market price.

  -Invest as much or as little as your budget allows.

  -Start or stop ads at any time.

  -No minimum spend.

  -No long term commitment.

  The easiest way to promote your app.

  You don’t need to be a marketing expert. Tell us which app you want to promote and we’ll automatically create your ad and match it to relevant user searches in the U.S. App Store.

  If you want more control, Search Ads offers specific keyword selection, audience targeting, and APIs for campaign creation, management, and reporting.

  A private and safe user experience.

  Search Ads adheres to Apple’s privacy standards by respecting user privacy and ensuring only relevant and appropriate ads are shown.

  User Safe Content. Only the same content approved to be in the App Store can be promoted in Search Ads.

  Relevant Ads. At most, one ad per query is shown to users, and any ads presented are based on relevance to the search query. We take a user’s response to specific ads into consideration for future ad selection.

  Ad transparency. Search Ads will have an “Ad” mark and light blue background so users can identify them as a paid placements.

  No user tracking. Search Ads does not profile users based on their search queries, and no data from other Apple Apps – including Health, Apple Pay and HomeKit – is used to deliver ads.

  No data sharing. No individual user data is exposed to advertisers, only aggregate campaign delivery information is made available.

  Minors protected. No ads will be shown to users whose Apple ID is registered to a minor age 13 or under, or whose account is registered as a Managed Apple ID.

  關於如何操作,可前往蘋果官網查看

  以上就是App Store開發小組對這個商店的重要更新——比最近幾年蘋果對應用商店的任何一次更新都重要。蘋果重新把註意力放到為開發者和用戶完善App Store上,這是一個好跡象。在未來幾個月就讓我們看看這些更新上線之後是否會達到預期的效果,特別是關聯性、公平性和易用性方面是否確實有提升。詳情敬請期待下周的WWDC大會的到來吧!

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