AppStorePPCisrichrichergameyetResearchpapersDownloadNews:SinceApple’slatestPPCstrategyconfirmed,thereiscontroversyandconcernaboutithasbeenwithoutabreak.Theconcernisnotwithoutreason,PPCseemstohave‘lettherichgetricher,’thedanger,sothatthosedeveloperswhoalreadycannotsucceedwithoutmoreconcern.PPCisnotyetattheline,becausethetestapplesinprogressforsometime.Duringthistransitionperiod,AppStorepublisherswhoneedtopaycloseattentioninordertodeterminehowthenewpolicywillaffecttheiracquisitions.Whenmorechannelsappear,largedeveloperswouldbemoredominantforceit?Independentdeveloperscannotfindanewfoothold?WeallknowthatthePPCdeveloperswillcertainlyadvantageous,thequestionis-whatpartofthedeveloper?LargedevelopersandpublishersAccordingtoourknowledgeofthehabitsofusers,largeadvertisingwhenauserseesonthelistafterthesearch,hehasahighprobabilityofdirectpointin,1regardlessofwhetherthatwashisinitialsearchpurposes.ThisphenomenonintheAppStorewillincrease,becauseofthelimitedspaceofthephone’sscreen,makingthosegoodiesmoreapparent.Fromthispointon,PPCforthosebigdevelopersreallyisadvantageous,becauseitwillobviouslyreducetheuser’srationaltraffic.Thevastmajorityofdevelopersarenowfacingthesituationis,youwanttodevelop,paidmarketingisveryimportant.Thoseofmorepowerfuldeveloperswillhavemoremoneycanbeputtoauctionranking.FromApple’spointofview,moretopleasethebigdevelopersmightnotbeabadthing.Hasatwomillionapplications,themarketistoosaturated.Withsuchamoreintensescreening,AppStoremaybeabletoreturntoasmallbutefficientstate.Independentandmedium-sizeddevelopersIndependentdeveloperscomplainthemost,thanAppleseemsnottosupportthem,andperhapstaketheinitiativetoimprovetheAppStore.Fromthisperspective,PPCprovidesachannelforAppleanddeveloperstocommunicate.Forsmalldevelopers,2directlyintheAppStoreadsonsocialnetworksthanfussmorerealistic,becausethelatterdonotdirectlytranslateintoearnings.Bothindependentdevelopersandlargepublishers,theirpropagandabytheAppStoretoberesponsiblehere,Isayinsomewaysitmakesthetwohaveanequalopportunitytocompete.Inthiscase,theyneedtotestistheabilitytotrackandevaluatetheflowoftheuser.IfindependentdeveloperscanhaveonPPCplanstoinvest,andfromtimetotimetoassesstheresults,theystillhavetheopportunitytosucceed.NatureAppStoresearchisastronguser’sintention,thereforesmallerdeveloperscanchoosetocultivatehighvalueandloyalusers.EpilogueForanewpolicyupcomingdevelopersshouldmaintainanoptimisticexpectations.AppStorewillnotbeazero-sumgame,whetherlargeorsmallandmedium,bothsidesareunlikelytocompletelydrownouttheother-rathermaintainthestatusquowouldbeevenworse,becausethemanufacturershavesufficientcapitaltocarryoutmulti-channelpromotionalmarketing.Inanycase,studieshavepointedoutthatmost3mobilephoneusersarenotgoingtofindnewapplications.InjectingmoneyintotheAppStorewillletApplegetenoughpowertoattractmoreuserstoopenit.Infactsomeimprovementsintheimplementationofthealready.Sofordevelopers,themostsensibleresponseisoptimisticandready.GooglePlayatthisyearintroducedPPCmechanism,sofarthereisnobigmistakes.AppStoretoo,developershavetheabilitytotest,evaluateandultimatelyfindawaytotakeadvantageofnewmechanismstobenefit.Apple’sownAppStoremoreattention,thebetterforallparties-usersarealsoincluded.(Source:WeiFengnetwork;Wen/Yang_NT2252)4
