智慧手機平台線上軟體商店之平台與行銷策略

Abstract

蘋果電腦(Apple Inc.)在2008年推出App Store，智慧手機應用軟體開發商得以透過行動軟體商店平台直接對使用者販售應用程式，不但提供消費者更簡單、更豐富的應用程式下載選擇，70/30的營收拆帳設計同時吸引更多軟體開發者對iOS平台提供應用程式。之後如Google、Research In Motion、Microsoft均對其下智慧手機平台推出相似商業模式的軟體商店，這些以手機平台為基礎的行動軟體商店，透過新的商業模式，替軟體開發商開闢了一個商業發展舞台。創新應用、程式數目以及內容均迅速增加，網路效應以及口碑的傳播使得更多的消費者使用行動軟體商店下載應用程式，同時吸引更多手機平台使用者 。使用者開發商與使用者透過行動軟體商店平台產生良性互動得以成長，也讓智慧手機平台隨著行動軟體、開發社群、以及使用者的增加而得以市場上立足擴張。 在本篇論文中，首先針對智慧型手機、行動軟體商店、使用者、以及應用程式開發商發展現況進行整理。接著對手機平台為基礎的行動軟體商店在獲利模式以及觸媒平台的架構下進行解析。最後根據研究資料，提出對程式開發商在動軟體商店的商業行銷層面、以及行銷軟體商店在平台策略上的建議。

Platform-based mobile application stores (app stores), initiated by Apple App Store and followed by other mobile platform providers such as Google, Research In Motion, and Microsoft, provide users an easier way to browse, compare, download, and install applications on mobile devices. The 70/30 revenue split between app stores and developers and introduction of new revenue models provide developers more monetization opportunities, and attract a fast-growing developer community to create all kinds of mobile applications on the mobile platform. By facilitating transactions, distributions, payments, and promotions, those mobile app stores have eliminated entry barriers and enabled a direct sales model from developers to users. As platform-based mobile app stores facilitate value-creating interactions between developers and users, both groups are expanding in such a virtuous circle. It also fosters mobile platform and device adoption in the smartphone market. In this thesis, we firstly examine the current status of smartphone platforms, mobile app stores, users, and developers. Following that, we analyze platform-based mobile app stores in revenue model and under the framework of catalyst platform. As a conclusion, we provide suggestions to app stores and developers in light of related marketing concepts and multi-sided catalyst platform strategies.