2012年3月20日 星期二

55%業者一年內推出App服務



根據《創新發現誌(ideas)》月刊與中華徵信所合作進行的「百大服務業App需求大調查」統計,有高達5成以上的受訪者認為,App是企業重要的行銷服務管道之一,同時也看好App未來發展潛力;有55的企業計畫在未來1年內推出App服務。
 





2012App呈倍數成長

根據國際研究機構Gartner統計,2010年應用程式(App)總下載量為82億次,2011年倍增到177億次,預估到2014年,全球用戶從蘋果的App StoreAndroid MarketOvi StoreRIMApp WorldMicrosoftMarketplace及三星的Apps,總下載量將會達到1850億次,這意味著未來App市場潛力無窮,不少業者更看好在2012年將呈現倍數成長。

在此一大趨勢下,對於App能發展出什麼樣更具創意的行動加值服務,是所有電信業者、內容提供廠商及服務業共同關注的焦點。


調查顯示:曾用過App的受訪者高達9成,但其任職的公司推出App服務只有37,有高達63的百大服務業,尚未使用App作為行銷工具;這37已推出App的服務業,有近5成的企業僅推出1App,有2-4支及5支以上App的企業均有26

App的服務內容方面,最多的服務是產品及服務資訊,占26%,也是最陽春的服務;其次為行動購物/數位內容銷售,占12%QR Code虛實整合互動型占11%;其餘包括社群整合型品牌行銷、隨身會員服務、遊戲型促銷活動及行動廣告等,占不到1成;而跨媒體互動整合、即時通訊/客戶服務及AR擴增實境創意應用型占有率不到5%




App應用服務不夠多元化
對照企業所提供的服務內容,消費者顯然要的更多。有受訪者認為App結合簡訊的應用、LBS定位及付款預購等,都是期待再增加的功能。

根據國際研究調查機媾Gartner預測的2012App十大消費應用趨勢指出,定位服務(LBS)是根據使用者情境提供服務的主要驅動元素之一,Gartner預估到了2014年,LBS服務使用人數將達14億之多。包括使用者方位、個人偏好、性別、年齡、職業與特定目的等,都能提供比固定方位服務商更智慧的使用者體驗。

Gartner研究總監沈哲怡表示,根據Gartner統計,2012年終端消費者相關支出將達159億美元,同時還可帶動硬體銷售、廣告支出與科技創新。她進一步指出,品牌業者的行銷預算將逐漸由傳統媒體轉移至行動領域,利用新型態應用程式(App)進行實驗,進而抓住行銷與銷售良機,才能突破重圍凸顯自家產品、提升品牌形象並維繫消費者忠誠度。

App成為跨界行銷新利器,根據《創新發現誌(ideas)》自26日至210日針對中華徵信所百大服務業者,鎖定行銷企畫主管進行電話問卷訪問調查;根據調查結果,百大服務業的App智商,可以歸納五大現象。




現象1 企業認同App為跨界行銷新利器:
應用軟體經濟(App Economy)」已肩負為企業打造全新門面的責任。大型的B2C企業均已發現,App是企業塑造形象不可或缺的一環。
現象2 電信零售業最積極:
根據調查,國內包括中華電信、遠傳、台灣大哥大及亞太電信等,均推出5支以上的App,而中華電信、亞太電信、遠東愛買、統一超商、家樂福、燦坤等,2012年均編列百萬以上的行銷預算製作AppApp已成為重要的行銷服務管道,服務業看好App未來發展潛力,透過App的附加服務,進一步提升客戶的黏著度。
現象3 服務業App委外需求高:
一般服務業並不具備科技應用的能力,不同於傳統行銷管道,App屬於新的科技應用,受訪的百大服務業中,有高達6成的受訪企業具有App製作委外需求。
現象4 國營事業、醫療院所科技應用服務程度低:
相較於民營企業,包括台電及台大醫院等國營事業及醫療院所對於科技應用普遍「冷感」,使用度不高,接受度也低。但實際上,對於消費者而言,無論是繳交水電費、稅款,甚至是掛號看病、醫療諮詢等等,都與消費者的需求息息相關,隨著智慧型手機日益普及化,若能藉由App推出更即時、便利的服務,對於國營事業、醫療院所與消費者而言,都是雙贏的作法。
現象5 服務業推出App的服務內容多屬陽春型,多元服務需求呼聲高:
在澳洲,運動鞋廠商亞瑟士推出了手機版網站,除了提供新產品簡介和線上型錄功能之外,還讓消費者在手機上挑選適合的慢跑鞋程式,從功能、外型、價格、場合來挑鞋,在手機上還可以看到這雙鞋Flickr的照片與YouTube的影片,喜歡ASICS還可以直接加入亞瑟士的Twitter

可以對這雙鞋的發表意見或評論,還能透過E-mailTwitterFacebook 把鞋子的照片及資訊跟好朋友分享,透過社群功能先聽聽看朋友的意見,再決定要不要買。一旦決定要買,還能透過線上地圖,找到離你最近的店家,把鞋子抱回家。

相較於國外的App,是依照使用情境所做的App互動設計,台灣企業所推出的App則顯得陽春,顯見服務業要更加了解消費者的需求,App的開發者也要針對需求,進行無縫隙服務的設計。

根據研調機構Forrester Research最新發表研究報告內容顯示,2016年全球智慧型手機使用人口將達到10億;行動App市場產值目前為60億美元,預估到2015年將成長至557億美元。

面對這一波行動大潮流,App將成為服務業倍數成長的驅動引擎,並可能顛覆服務業百大排名。企業該思考的是如何利用智慧型手機使用者的所在位置以及消費習慣創造出更豐富的使用者體驗,App不僅只有提升形象的功能,更是獲利的重要來源。以美國藥妝店連鎖通路巨擘Walgreens為例,該公司目前有25%的交易金額是來自行動應用程式(App)

百大服務業,準備好進入App的市場了嗎?

資料來源:http://ideas.org.tw/magazine_article.php?f=464

2012年3月14日 星期三

APP Store上架規則 - iOS / APPLE APP

相信很多人花了許多心思開發完iOS系統的APP程式後,
結果Apple Store審核一直未通過,無法順利上架,
只好不斷重新修改程式,再次等待審核,
不通過,繼續改 ; 再不通過,繼續改.
等待審核的過程中,不僅投入了更多的時間成本,
更是持續的付出程式及更多人力成本.
SDT小編今天就幫大家整理了Apple Developer
在2010年9月發表的最新APP Store上架規範
請想要做APP、正在規劃APP、一直無法順利上架的APP開發者務必詳讀
相信可以幫助大家更了解iOS系統的APP上架規則! 

以下是SDT小編幫大家整理的重點 :
===========================================

SDT小編重點整理一:
宗教、色情、醫藥類的APP內容是會被拒絕上架的.
主要原因是Apple認為有許多孩童會下載app,教育下一代是很重要!以此推論,一般小孩不適宜瀏覽觀賞,如暴力、血腥、非法行為、非法藥物、賭博等內容都有可能被拒絕上架; 相反地,如果你的APP富有「教育」意涵,App Store絕對舉雙手熱列歡迎!

SDT小編重點整理二:

Apple昭告所有的APP開發者, 
目前App Store有超過25萬已上架Apps,2012年Apple在The New iPad的發表會最新數據是585,000.
當你的APP沒有特別的意義、特別的用處或內容、缺乏娛樂性都有可能被拒絕上架. 
意思是,「純廣告」性質的非常有可能被拒絕上架.
SDT小編建議各大企業和廠商,
當你要開發APP時可以規劃一些小遊戲或有趣的功能,
這樣才能提高審核通過的機率喔!
例如購物網站可以使用AR擴增實境的功能,提供試衣間的服務.

SDT小編重點整理三:
Apple希望App Store盡量提供"具有品質"的APP,
如果你的APP看起像是在幾天之內拼拼湊湊出來的或還在測試中的,是非常有可能被拒絕上架的!

SDT小編重點整理四:
在App Store已存在許多類似的APP也有可能成為被拒絕上架的原因.例如從2009年開始,許多廠商投入開發電子書APP,加上APPLE新發表 iBooks2 和 ibooks Author之後,相信有許多廠商都感受到Apple對電子書的審核更加"謹慎".SDT小編建議如果想讓你的電子書順利上架,盡量不要將電子書鎖定單一市場或單一客群,豐富及多樣化的內容才能提升成功上架的機率!


SDT小編重點整理五:

有可能侵犯個人隱私的程式或具有廣告意味的推播訊息內容也會被拒絕.例如推播時發送個人或機密的訊息內容,或是釣魚郵件、垃圾郵件、沒有經過使用者同意不請自來的郵件等.APPLE不喜歡APP開發者使用推播通知發送廣告、促銷或其他具有銷售行為的訊息



SDT小編重點整理六:

最重要的是,這份App Store上架規範是「」的,APPLE有訂立新規則的彈性,你也有申訴的權力.
以目前APPLE的作業流程來說,當你的APP送審時,APPLE除了透過程式檢查你的APP架構與程式語法是否有違規外,還會經由2道人為審查確定是否能上架.當審核不通過時,你可以直接回信申訴.這時,建議你可以針對APPLE提出的條文做解釋,或提出強而有力的論點或動之以情的說服APPLE.
但以SDT小編的經驗,還是多了解APPLE最新的上架規範,避免程式一改再改,成本增加再增加

另外, 通過審核順利在App Store上架後,如果APPLE發現你過度誇大宣傳、APP功能和說明與實際不符作弊、靠刷排名來提高在App排行榜上的名次等都還是有可能被下架
所以在開發iOS前先詳讀App Store"最新"規則
是很重要的呢!

 


附上最新的App Store 上架規範
資料來源:https://developer.apple.com/
===========================================


App Store Review Guidelines 09/09/10
Introduction
We're thrilled that you want to invest your talents and time to develop applications for iOS. It has been a rewarding experience - both professionally and financially - for tens of thousands of developers and we want to help you join this successful group. This is the first time we have published our App Store Review Guidelines. We hope they will help you steer clear of issues as you develop your app, so that it speeds through the approval process when you submit it.
We view Apps different than books or songs, which we do not curate. If you want to criticize a religion, write a book. If you want to describe sex, write a book or a song, or create a medical app. It can get complicated, but we have decided to not allow certain kinds of content in the App Store. It may help to keep some of our broader themes in mind:
We have lots of kids downloading lots of apps, and parental controls don't work unless the parents set them up (many don't). So know that we're keeping an eye out for the kids.
We have over 250,000 apps in the App Store. We don't need any more Fart apps. If your app doesn't do something useful or provide some form of lasting entertainment, it may not be accepted.
If your App looks like it was cobbled together in a few days, or you're trying to get your first practice App into the store to impress your friends, please brace yourself for rejection. We have lots of serious developers who don't want their quality Apps to be surrounded by amateur hour.
We will reject Apps for any content or behavior that we believe is over the line. What line, you ask? Well, as a Supreme Court Justice once said, "I'll know it when I see it". And we think that you will also know it when you cross it.
If your app is rejected, we have a Review Board that you can appeal to. If you run to the press and trash us, it never helps.
This is a living document, and new apps presenting new questions may result in new rules at any time. Perhaps your app will trigger this.
Lastly, we love this stuff too, and honor what you do. We're really trying our best to create the best platform in the world for you to express your talents and make a living too. If it sounds like we're control freaks, well, maybe it's because we're so committed to our users and making sure they have a quality experience with our products. Just like almost all of you are too.
Table of Contents
1. Terms and conditions

2. Functionality

3. Metadata, ratings and rankings
4. Location

5. Push notifications

6. Game Center

7. iAds

8. Trademarks and trade dress

9. Media content
10. User interface

11.Purchasing and currencies
12. Scraping and aggregation
13. Damage to device

14. Personal attacks

15. Violence

16. Objectionable content
17. Privacy
18. Pornography

19. Religion, culture, and ethnicity

20. Contests, sweepstakes, lotteries, and raffles
21. Charities and contributions

22. Legal requirements

1. Terms and conditions
.    1.1 As a developer of applications for the App Store you are bound by the terms of the Program License    Agreement (PLA), Human Interface Guidelines (HIG), and any other licenses or contracts between you and Apple. The following rules and examples are intended to assist you in gaining acceptance for your app in the App Store, not to amend or remove provisions from any other agreement.
2. Functionality
.    2.1  Apps that crash will be rejected
.    2.2  Apps that exhibit bugs will be rejected
.    2.3  Apps that do not perform as advertised by the developer will be rejected
.    2.4  Apps that include undocumented or hidden features inconsistent with the description of the app will be rejected
.    2.5  Apps that use non-public APIs will be rejected
.    2.6  Apps that read or write data outside its designated container area will be rejected
.    2.7  Apps that download code in any way or form will be rejected
.    2.8  Apps that install or launch other executable code will be rejected
.    2.9  Apps that are "beta", "demo", "trial", or "test" versions will be rejected
.    2.10  iPhone apps must also run on iPad without modification, at iPhone resolution, and at 2X iPhone 3GS resolution
.    2.11  Apps that duplicate apps already in the App Store may be rejected, particularly if there are many of them
.    2.12  Apps that are not very useful or do not provide any lasting entertainment value may be rejected
.    2.13  Apps that are primarily marketing materials or advertisements will be rejected
.    2.14  Apps that are intended to provide trick or fake functionality that are not clearly marked as such will be rejected
.    2.15  Apps larger than 20MB in size will not download over cellular networks (this is automatically prohibited by the App Store)
.    2.16  Multitasking apps may only use background services for their intended purposes: VoIP, audio playback, location, task completion, local notifications, etc
.    2.17  Apps that browse the web must use the iOS WebKit framework and WebKit Javascript
.    2.18  Apps that encourage excessive consumption of alcohol or illegal substances, or encourage minors to consume alcohol or smoke cigarettes, will be rejected
.    2.19  Apps that provide incorrect diagnostic or other inaccurate device data will be rejected
.    2.20  Developers "spamming" the App Store with many versions of similar apps will be removed from the iOS Developer Program
3. Metadata (name, descriptions, ratings, rankings, etc)
.    3.1  Apps with metadata that mentions the name of any other mobile platform will be rejected
.    3.2  Apps with placeholder text will be rejected
.    3.3  Apps with descriptions not relevant to the application content and functionality will be rejected
.    3.4  App names in iTunes Connect and as displayed on a device should be similar, so as not to cause confusion
.    3.5  Small and large app icons should be similar, so as to not to cause confusion
.    3.6  Apps with app icons and screenshots that do not adhere to the 4+ age rating will be rejected
.    3.7  Apps with Category and Genre selections that are not appropriate for the app content will be rejected
.    3.8 Developers are responsible for assigning appropriate ratings to their apps. Inappropriate ratings may be changed by Apple
.    3.9  Developers are responsible for assigning appropriate keywords for their apps. Inappropriate keywords may be changed/deleted by Apple
.    3.10  Developers who attempt to manipulate or cheat the user reviews or chart ranking in the App Store with fake or paid reviews, or any other inappropriate methods will be removed from the iOS Developer Program
4. Location
.    4.1  Apps that do not notify and obtain user consent before collecting, transmitting, or using location data will be rejected
.    4.2  Apps that use location-based APIs for automatic or autonomous control of vehicles, aircraft, or other devices will be rejected
.    4.3  Apps that use location-based APIs for dispatch, fleet management, or emergency services will be rejected
5. Push notifications
.    5.1  Apps that provide Push Notifications without using the Apple Push Notification (APN) API will be rejected
.    5.2  Apps that use the APN service without obtaining a Push Application ID from Apple will be rejected
.    5.3  Apps that send Push Notifications without first obtaining user consent will be rejected
.    5.4  Apps that send sensitive personal or confidential information using Push Notifications will be rejected
.    5.5  Apps that use Push Notifications to send unsolicited messages, or for the purpose of phishing or spamming will be rejected
.    5.6  Apps cannot use Push Notifications to send advertising, promotions, or direct marketing of any kind
.    5.7  Apps cannot charge users for use of Push Notifications
.    5.8  Apps that excessively use the network capacity or bandwidth of the APN service or unduly burden a device with Push Notifications will be rejected
.    5.9  Apps that transmit viruses, files, computer code, or programs that may harm or disrupt the normal operation of the APN service will be rejected
6. Game Center
.    6.1  Apps that display any Player ID to end users or any third party will be rejected
.    6.2  Apps that use Player IDs for any use other than as approved by the Game Center terms will be rejected
.    6.3  Developers that attempt to reverse lookup, trace, relate, associate, mine, harvest, or otherwise exploit Player IDs, alias, or other information obtained through the Game Center will be removed from the iOS Developer Program
.    6.4  Game Center information, such as Leaderboard scores, may only be used in apps approved for use with the Game Center
.    6.5  Apps that use Game Center service to send unsolicited messages, or for the purpose of phishing or spamming will be rejected
.    6.6  Apps that excessively use the network capacity or bandwidth of the Game Center will be rejected
.    6.7  Apps that transmit viruses, files, computer code, or programs that may harm or disrupt the normal operation of the Game Center service will be rejected
7. iAds

.    7.1  Apps that artificially increase the number of impressions or click-throughs of ads will be rejected
.    7.2  Apps that contain empty iAd banners will be rejected
.    7.3  Apps that are designed predominantly for the display of ads will be rejected
8. Trademarks and trade dress
.    8.1  Apps must comply with all terms and conditions explained in the Guidelines for using Apple Trademark and Copyrights and the Apple Trademark List
.    8.2  Apps that suggest or infer that Apple is a source or supplier of the app, or that Apple endorses any particular representation regarding quality or functionality will be rejected
.    8.3  Apps which appear confusingly similar to an existing Apple product or advertising theme will be rejected
.    8.4  Apps that misspell Apple product names in their app name (i.e., GPS for Iphone, iTunz) will be rejected
.    8.5  Use of protected 3rd party material (trademarks, copyrights, trade secrets, otherwise proprietary content) requires a documented rights check which must be provided upon request
.    8.6  Google Maps and Google Earth images obtained via the Google Maps API can be used within an application if all brand features of the original content remain unaltered and fully visible. Apps that cover up or modify the Google logo or copyright holders identification will be rejected
9. Media content
.    9.1  Apps that do not use the MediaPlayer framework to access media in the Music Library will be rejected
.    9.2  App user interfaces that mimic any iPod interface will be rejected
.    9.3  Audio streaming content over a cellular network may not use more than 5MB over 5 minutes
.    9.4  Video streaming content over a cellular network longer than 10 minutes must use HTTP Live Streaming and include a baseline 64 kbps audio-only HTTP Live stream
10. User interface
.    10.1  Apps must comply with all terms and conditions explained in the Apple iPhone Human Interface Guidelines and the Apple iPad Human Interface Guidelines
.    10.2  Apps that look similar to apps bundled on the iPhone, including the App Store, iTunes Store, and iBookstore, will be rejected
.    10.3  Apps that do not use system provided items, such as buttons and icons, correctly and as described in the Apple iPhone Human Interface Guidelines and the Apple iPad Human Interface Guidelines may be rejected
.    10.4  Apps that create alternate desktop/home screen environments or simulate multi-app widget experiences will be rejected
.    10.5  Apps that alter the functions of standard switches, such as the Volume Up/Down and Ring/Silent switches, will be rejected
.    10.6  Apple and our customers place a high value on simple, refined, creative, well thought through interfaces. They take more work but are worth it. Apple sets a high bar. If your user interface is complex or less than very good it may be rejected
11. Purchasing and currencies
.    11.1  Apps that unlock or enable additional features or functionality with mechanisms other than the App Store will be rejected
.    11.2  Apps utilizing a system other than the In App Purchase API (IAP) to purchase content, functionality, or services in an app will be rejected
.    11.3  Apps using IAP to purchase physical goods or goods and services used outside of the application will be rejected
.    11.4  Apps that use IAP to purchase credits or other currencies must consume those credits within the application
.    11.5  Apps that use IAP to purchase credits or other currencies that expire will be rejected
.    11.6  Content subscriptions using IAP must last a minimum of 30 days and be available to the user from all of their iOS devices
.    11.7  Apps that use IAP to purchase items must assign the correct Purchasability type
.    11.8  Apps that use IAP to purchase access to built-in capabilities provided by iOS, such as the camera or the gyroscope, will be rejected
.    11.9  Apps containing "rental" content or services that expire after a limited time will be rejected
.    11.10  Insurance applications must be free, in legal-compliance in the regions distributed, and cannot use IAP
.    11.11  In general, the more expensive your app, the more thoroughly we will review it
12. Scraping and aggregation
.    12.1  Applications that scrape any information from Apple sites (for example from apple.com, iTunes Store, App Store, iTunes Connect, Apple Developer Programs, etc) or create rankings using content from Apple sites and services will be rejected
.    12.2  Applications may use approved Apple RSS feeds such as the iTunes Store RSS feed
.    12.3  Apps that are simply web clippings, content aggregators, or a collection of links, may be rejected
13. Damage to device
.    13.1  Apps that encourage users to use an Apple Device in a way that may cause damage to the device will be rejected
.    13.2  Apps that rapidly drain the device's battery or generate excessive heat will be rejected
14. Personal attacks
.    14.1  Any app that is defamatory, offensive, mean-spirited, or likely to place the targeted individual or group in harms way will be rejected
.    14.2  Professional political satirists and humorists are exempt from the ban on offensive or mean-spirited commentary
15. Violence
.    15.1  Apps portraying realistic images of people or animals being killed or maimed, shot, stabbed, tortured or injured will be rejected
.    15.2  Apps that depict violence or abuse of children will be rejected
.    15.3  "Enemies" within the context of a game cannot solely target a specific race, culture, a real government or corporation, or any other real entity
.    15.4  Apps involving realistic depictions of weapons in such a way as to encourage illegal or reckless use of such weapons will be rejected
.    15.5  Apps that include games of Russian roulette will be rejected
16. Objectionable content
.    16.1  Apps that present excessively objectionable or crude content will be rejected
.    16.2  Apps that are primarily designed to upset or disgust users will be rejected
17. Privacy
.    17.1 Apps cannot transmit data about a user without obtaining the user's prior permission and providing the user with access to information about how and where the data will be used
.    17.2 Apps that require users to share personal information, such as email address and date of birth, in order to function will be rejected
.    17.3 Apps that target minors for data collection will be rejected
18. Pornography
.    18.1  Apps containing pornographic material, defined by Webster's Dictionary as "explicit descriptions or displays of sexual organs or activities intended to stimulate erotic rather than aesthetic or emotional feelings", will be rejected
.    18.2  Apps that contain user generated content that is frequently pornographic (ex "Chat Roulette" apps) will be rejected
19. Religion, culture, and ethnicity
.    19.1  Apps containing references or commentary about a religious, cultural or ethnic group that are defamatory, offensive, mean-spirited or likely to expose the targeted group to harm or violence will be rejected
.    19.2  Apps may contain or quote religious text provided the quotes or translations are accurate and not misleading. Commentary should be educational or informative rather than inflammatory
20. Contests, sweepstakes, lotteries, and raffles
.    20.1  Sweepstakes and contests must be sponsored by the developer/company of the app
.    20.2  Official rules for sweepstakes and contests, must be presented in the app and make it clear that Apple is not a sponsor or involved in the activity in any manner
.    20.3  It must be permissible by law for the developer to run a lottery app, and a lottery app must have all of the following characteristics: consideration, chance, and a prize
.    20.4  Apps that allow a user to directly purchase a lottery or raffle ticket in the app will be rejected
21. Charities and contributions
.    21.1  Apps that include the ability to make donations to recognized charitable organizations must be free
.    21.2  The collection of donations must be done via a web site in Safari or an SMS
22. Legal requirements
.    22.1  Apps must comply with all legal requirements in any location where they are made available to users. It is the developer's obligation to understand and conform to all local laws
.    22.2  Apps that contain false, fraudulent or misleading representations will be rejected
.    22.3  Apps that solicit, promote, or encourage criminal or clearly reckless behavior will be rejected
.    22.4  Apps that enable illegal file sharing will be rejected
.    22.5  Apps that are designed for use as illegal gambling aids, including card counters, will be rejected
.    22.6  Apps that enable anonymous or prank phone calls or SMS/MMS messaging will be rejected
.    22.7  Developers who create apps that surreptitiously attempt to discover user passwords or other private user data will be removed from the iOS Developer Program
Living document
This document represents our best efforts to share how we review apps submitted to the App Store, and we hope it is a helpful guide as you develop and submit your apps. It is a living document that will evolve as we are presented with new apps and situations, and we'll update it periodically to reflect these changes.
Thank you for developing for iOS. Even though this document is a formidable list of what not to do,please also keep in mind the much shorter list of what you must do. Above all else, join us in trying to surprise and delight users. Show them their world in innovative ways, and let them interact with it like never before. In our experience, users really respond to polish, both in functionality and user interface. Go the extra mile. Give them more than they expect. And take them places where they have never been before. We are ready to help.
© Apple, 2010