The Art of the App Store: The Business of Apple Development

图书标准信息

• 作者 Tyson McCann 著
• 出版社 Wiley
• 出版时间 2011-11
• 版次 1
• ISBN 9780470952788
• 定价 301.50元
• 装帧 平装
• 开本 其他
• 纸张 其他
• 页数 304页
• 正文语种 英语
• 丛书 Top 100 Simplified Tips & Tricks

【内容简介】

Auniquebehind-the-sceneslookatwhatmakesanapplicationsucceedintheAppStoreWiththisinvaluablebook,TysonMcCannoffersanon-technicallookatallaspectsoftheiPhoneapplicationdevelopmentlandscapeandgetstothecoreofwhatmakesapopular—andprofitable—application.Fromknowingyourcustomertotolaunchingasuccessfulapp,andeverythinginbetween,thismust-haveguidenavigatessuchtopicsasdevelopingaconcept,analyzingthecompetition,considerationsbeforethelaunch,marketing,buildingacommunity,andmaintainingmarketshare…tonameafew.Coverageincludes:?SettingYourGoals,Costs,andExpectations?ResearchingtheAppStoreMarket?KnowingYourCustomer?PlottingtheStagesofDevelopment?GuidelinesandExpectationsforDevelopingYourApp?CreatingFreeandFreemiumApps?CreatingPaidandPremiumApps?AdoptingApple'sApproach?RidingtheSocialNetworkingWave?Feedback,Maintaining,andScalingOpenthevaulttoAppStoresuccesswiththisindispensableguide!

【作者简介】

TysonMcCannownsNthIterate,agamedesignandconsultingcompany.Asafreelancegamedesign,socialmedia,anduserexperienceconsultant,hehasworkedformajorgamecompaniesincludingSega,3DO,theTetrisCompany,Fisher-Price,andFuncom.HisexperienceincludesdesignanddevelopmentonmultipleiPhoneapps,includingatop-grossing,multiplayergamethatcanbefoundintheAppStoreHallofFame.

【目录】

IntroductionxvChapter1:ABriefHistoryofTimeintheAppStore1TimeinaTable1TheEarlyAppStore5NovelUsesoftheTouchScreen6SimplicitySucceedsWhileComplexityFails8TheModernAppStore9TheSlowMarchTowardComplexApps10HowNichesHaveChangedfromtheEarlyAppStore10Summary11Chapter2:SettingYourGoals,Costs,andExpectations13ConfrontingtheHeroInventorSyndrome13BenefittingbyDoingItYourself14Outsourcing15AvoidingthePitfallsofGoingItAlone20ConsideringYourFundamentalCosts23Programming24FactoringinUI/UXforGame/AppDesign25FactoringinArtDesign26ConsideringYourOptionalCosts26AudioCosts26SpecialEffectsCosts27LocalizationforForeignMarkets27QualityAssurance/Testing28PublicRelationsandMarketing29AdvertisingCosts30ManagingYourExpectations31TheAppStoreasaCrowdedZoo31PlanningforCostOverruns32SchedulingwithanIronFist32Summary32Chapter3:ResearchingtheAppStoreMarket33ExaminingtheNumbersandTrends33MakingDecisionsBasedonResearch36OpportunitySize:IsThereaHoleintheMarket?37ChoosingYourNiche38PerformDueDiligenceEarly39SummaryDecisions40AnalyzingSuccessfulApps41ExploringPopularFeatures48ExploringVisualStyles49ExploringSocialIntegration50ExploringtheiPhoneHallofFame51AvoidingPeskyEgoTraps51GameConcepts:OldversusNew53AnalyzingUnsuccessfulApps55LearningfromOtherPeople'sMistakes57LearningfromOtherPeople'sComplaints58MixingandMatching59BorrowingStyleandFunctionalityfromMainstreamApplications/Games(thePicassoWay)59PullingOutSuccessfulFeaturesforaTwist60Summary60Chapter4:KnowingYourCustomer63UnderstandingAppStoreDemographics64CasualandTraditionalGamingPillars65iPhoneCasualversusTraditionalCasual68MeetingYourCustomersExpectations68VisualandGraphicalExpectations69GameplayandFeatureSetExpectations69CompetitiveFeedbackResearch91Summary91Chapter5:PlottingtheStagesofDevelopment93LeadershipandYourTeam94AssumptionsaboutYourRole95YourStartingLineup95AControllingIdeatoKickThingsOff98ConceptthroughRelease100MaximizingYourAppthroughAgileDevelopment101PlanningEnvisioningYourVision104Scheduling107ProductionandStagesofDevelopment115CoordinatingMarketing119Summary121Chapter6:GuidelinesandExpectationsforDevelopingYourApp123PotentialRiskandReward124PaidAppsAreSeenasWYSIWYG124WhatIncentivesCanYouProvideWhenSalesDwindle?124AreYouPlanningonIn-AppPurchases?124CanYouGoFree?125LikeWinningtheLottery125RevenueLikeaRollercoaster126AppStoreBusinessModels127FreeApps127PaidAppRevenueModelsandPriceExpectations129CreatingforaMultitaskingWorld132UnderstandingtheEffectsofMultitaskingontheBrain133SeeingthePhoneastheUltimateMultitaskingTool133TheHalf-SecondWindow133UnderstandingTypicalUserTendencieswithTouchScreens134BuildingInitialInteractionsThatMeettheHalf-SecondWindow134DepictingthePhysicalWorld136UsingPhysicalMetaphorstoDelightYourAudience136Designer/BrandingExercise:CreatingMetaphorsforYourApp139UtilizingPhysicalForces:Gravity,Weather,Objects143TheImportanceofSoundinPhysicalMetaphors144Summary144Chapter7:CreatingFreeandFreemiumApps145AppRevenueTerminology146Microtransaction146DownloadableContent(DLC)146FreeApp148FreemiumApp148In-AppPurchase149Free-to-PlayApp(F2P)149LiteApp149LongTailStrategy150BusinessReasonsbehindRevenueModels150FreeAppConsiderations150FreemiumAppConsiderations151LiteAppConsiderations153ConsideringRisksandRewards155FreeApps155'FreemiumApps156LiteApps156MinimizingRiskforAnyApp157HowtoSucceedwithaFreeApp157FreeApps157LiteApps160SupportingYourAppwithAds165HowtoSucceedwithaFreemiumApp168MicrotransactionsandtheLongTail169ViableWaystoMonetize170ImplementingaVirtualCurrencySystem172SucceedingwiththeFreemiumModel176Summary176Chapter8:CreatingPaidandPremiumApps177BusinessReasonsbehindRevenueModels178TwoTypesofPaidApps178EntertainmentversusPracticalityorEducationinPricePointDetermination179Non-PremiumPaidAppConsiderations180PremiumPaidAppConsiderations181ConsideringRisksandRewards183Non-PremiumPaidApps183PremiumPaidApps184HowtoSucceedwithPaidApps184ThePaidAppMentality184IntegratingYourLiteVersion187AddingIn-AppPurchases192Summary193Chapter9:AdoptingApple'sApproach195InfusinganInsaneAmountofCare196TreatingUserExperienceasKing197TheLittleThingsMatterMoreThanYouThink200Value-AddedBenefits(GoFartherThanYouThinkYouShould)202CustomerasKing203AdaptingAppstoiPad204CaseStudy:Tapbots206High-ContrastBranding206Refined,Responsive,SimplisticInterface207NoTransitions208StandardConventions208Summary209Chapter10:RidingtheSocialNetworkingWave211FosteringtheUltimateViralMarketing:SocialNetworks212IntegratingIn-AppNetworks212BuildingAchievements,Medals,Badges,andOtherRewards218TakingCuesfromFacebook219EverythingIsMoreFunwithFriends220ItsAllaboutMetricsTweakValuesEarlyandOften220IgnoringFacebookConventions222WaitingIsNotFun223NoForcedFriends,Please223RewardingUsersforPromotingYourApp224GiftingwithVirtualObjects,FreeStuff224ProvidingUserswithaSenseofCommunity227SocialInteractionasFeatures227FeaturesversusExtras228SettingtheStageforUserstoCompete228ProvidingtheToolsforUserstoConnect232ImplementingFacebookConnectandTwitter232FosteringYourIn-AppUserCommunity234MaximizingViralChannels235Summary240Chapter11:Feedback,Maintaining,andScaling243EvaluatingFeedback244SoftLaunchPreparation244MainLaunchFeedback245TakingtheGoodandtheBad246ConvertingDataintoActionables247MaintenanceIsn'tJustFixing,It'sMarketing250CustomerSupportIsKey250TimelyUpdates253Scaling253ReleasingNewContent253BuildingforOtherPlatforms254TheFutureofYourApp254Summary256AppendixA:ReadingListofRecommendedBooks257AppDevelopment257BusinessandProjectManagement257iOSProgramming258DesignandArt258Marketing258CreativityandInspiration259AppendixB:OnlineResources261ResearchandMetrics261AppStoreMetricsandRankings261AppUsageandEngagementMetrics262WebsiteMetricsandSEO262PlanningandCommunicating263Outsourcing263ProjectManagement263EMail,VideoConferencing,Chat,andScreenSharing265Developing265iOSDevelopment265SocialGameSolutions266BrainstormingandPrototyping267Documentation268Cross-PlatformDevelopment268Royalty-FreeAudio269Marketing269AppNewsandReviewSites269AdNetworksandAffiliates270AwardSites271PressReleaseSubmission271EMailMarketing272Full-FeaturedMarketingSolutions272SocialMedia272CustomerSupport274Index275