APP 商机风起云涌

简介∶资策会资讯市场情报中心（MIC）预估，三年後APP全球市场产值将达250亿美元。再如此庞大的商机下，智慧型手机与平板电脑等行动装置大常不再只比拼硬体规格，更将重心转向APP的研发。要掌握数位时代脉动，赶紧跟著我们的文章来一探究竟。

Rise of the Apps

Facebook’s US$1 billion acquisition of Instagram in April showed just how far application software development has come since calendars and calculators were considered cutting-edge. The photo-sharing app was becoming a social network in its own right and, thus, a threat to Mark Zuckerberg’s empire.

The surge in smartphone and tablet usage has laid the ground for the rise of the app, to such an extent that apps like Angry Birds have been spun off into all kinds of merchandise. What has fueled the obsession with apps? At the user end, the medium plays a large part in the appeal. With their intuitive and user-friendly touchscreens, smartphones and tablets provide an engaging interface which appeals to users of all ages. Because the devices are compact and convenient, they can be used almost anywhere.

With a 2011 survey showing that 41 percent of smartphone owners use their phones for online purchases, businesses have woken up to the benefits of apps. As well as speed and accessibility, there is the sheer volume of information that can be made available to consumers. According to stats from the Massachusetts-based marketing firm Yankee Group, advantages of apps include reduced sales calls costs of 25 percent and a decrease of 24 percent in administrative expenses. There is also a 28-percent increase in time available for face-to-face sales and a 23-percent shortening of the sales cycle.

APP 商机风起云涌

脸书在四月以十亿美元并购 Instagram 之举显示应用程式软体开发上的长足进展——想当年，光是月历与计算机的应用程式就已被视为尖端科技了。Instagram 这套相片分享应用程式凭藉一己之力成为一个社群网络，因此也对马克·扎克伯格的帝国构成了威胁。

智慧型手机与平板电脑使用的激增为应用程式的兴盛奠定了基础，愤怒鸟等应用程式甚至已衍生出各式各样的商品。是什麽激起大众对应用程式的著迷？在使用者端，媒介对於应用程式的吸引力扮演著重大角色。直觉式且便利使用者的触控萤幕让智慧型手机与平板电脑提供引人入胜的介面来吸引各年龄层的使用者。由於这类装置小巧又便利，几乎在什麽地方都可以使用。

二○一一年的一项调查显示，41% 的智慧型手机持有者会利用手机在网上购物，企业因而意识到应用程式的利益。除了速度与便利性之外，还可藉此将大量资讯提供给消费者。洋基集团这家麻州行销公司的统计数据显示，应用程式带来的优点包括推销电话费减少25%，行政开支也减少 24%。面对面推销的时间也因此增加 28%，销售周期则是缩短了 23%。

2012/08/06 (一)		You should always make yourself presentable for an interview. 你去面试时应该要穿著得体。
2012/08/07 (二)		Could you give me a quote for the work? 你可以针对这项工作报个价吗？
2012/08/08 (三)		With all due respect, I disagree with your opinion. 恕我直言，我不同意你的看法。
2012/08/09(四)		I have a different take on the situation. 对於这个状况我有不同的看法。
2012/08/10 (五)		It was wonderful to finally meet you in person. 终於能见到您本人实在太好了。