华为AppTouch联合运营合作伙伴指南V3.0

作者:华为AppTouch游戏项目组 时间:2019-01-17

1 概述

1.1       目的

为促进华为AppTouch业务健康发展,特制定《华为AppTouch业务联运合作伙伴指南》(以下简称“指南”)。 以鼓励合作伙伴诚信经营,努力提升内容数量及质量,提高最终用户满意度,共同促进业务发展。

1.2       适用范围

本指南适用于与华为AppTouch开展应用内容合作,并已签署《华为AppTouch业务联运服务协议》的合作伙伴。

本指南是仅针对AppTouch业务的联合运营规则,如果合作伙伴与华为存在其他业务合作,请遵从其他业务相关的规则。

1.3       解释修订权

本指南根据华为AppTouch业务的发展情况,华为有权适时进行修订,其修订权、所有权、最终解释权属于华为。

1.4       术语

1.4.1       Club业务

指向用户提供的周期性扣费的订阅类业务,订阅周期一般为日、周、月。

1.4.2       应用内付费业务

简称IAP(In-App Purchase),指向用户提供的应用内虚拟商品购买的应用业务。

1.4.3       下载付费业务

简称PPD(Pay Per Download),指向用户提供的先付费后下载/使用的应用业务。

1.5       联合运营范围

华为与合作伙伴联合运营,共同对业务进行营销推广,从而实现用户、收入持续增长。联合运营包括应用联合运营和Club联合推广。

1.5.1       应用联合运营

应用联合运营面向所有AppTouch合作伙伴开放。

1.5.2       Club联合推广

Club联合推广实行合作伙伴资源池准入和考核管理。


2.1 项目推广规则

- 所有合作伙伴均可参加项目的应用联运推广;

- 请所有合作伙伴遵守本指南和《华为AppTouch业务渠道指南》的相关规定,如果发生违规推广问题将被处以项目暂停或终止合作、罚款等处罚。

 


 

 

3 Club联合推广规则

3.1 Club联合推广合作伙伴准入办法

- 联合推广合作伙伴总数不超过20家;

- 每季度第2个月进行联合推广合作伙伴准入评选;

- 准入规则:依据《Club联合推广合作伙伴应用联运评估表》(表3-1),对评选前3个月内合作伙伴应用联运数据进行评估排名,择优引入;

- 准入范围:准入评选合作伙伴范围仅限于全球项目应用付费流水TOP50应用的合作伙伴,评估指标项包括该合作伙伴的所有应用的联运数据。

- 准入流程:每季度第2个月底前公布下个季度联合推广合作伙伴名单。


表3-1. Club联合推广合作伙伴应用联运评估表


序号

评估指标

分值

1

CPI安装激活数

40分

2

应用付费用户

30分

3

应用付费流水

30分

合计

100分


3.2 项目推广规则

3.2.1       项目推广准入规则

- 联合推广资源池内的所有合作伙伴均可参加全球项目的club订阅业务联合推广;

- 如果因项目新商用、运营商管制、投诉风险等原因需限制具体项目的联合推广合作伙伴数量,将根据上一考核周期排名及新准入评估排名择优选取合作伙伴。

3.2.2       项目推广退出规则

- 主动退出项目推广的合作伙伴;

- 因违规推广被处以项目暂停或终止合作的合作伙伴;

- 全球考核退出的合作伙伴。

3.2.3       项目推广要求

请合作伙伴使用华为提供的订阅Landingpage及链接进行推广,如果需要修改请提前与华为沟通确认。在开展推广前,请合作伙伴提前通过邮件与华为沟通确认,详细说明具体推广计划。

3.3 Club联合推广合作伙伴考核规则

3.3.1       目的

通过对联合推广合作伙伴的考核评估,实现联合推广资源池优胜劣汰,达到合作的良性发展。

3.3.2       考核办法

- 考核对象:联合推广合作伙伴

- 考核周期:季度

- 考核范围:全球

- 考核规则:依据《Club联合推广合作伙伴考核评估表》(表3-2)对联合推广合作伙伴进行考核

- 考核处理:考核通过,考核退出

说明:新获取全球联合推广资质的合作伙伴第1个季度考核周期为保护期(免除全球考核处理)。


季度考核处理包括:

- 考核通过

合作伙伴可继续正常开展联合推广工作。

- 考核退出

在考核周期内依据《Club联合推广合作伙伴考核评估表》(表3-2)进行综合评估,确定退出合作伙伴名单,退出数量为联合推广合作伙伴总数量的10%-20%即2-4家,从下一季度开始取消其联合推广资质,退出项目推广。

因季度考核退出的合作伙伴,在取消其联合推广资质满3个月后,可参与下一季度的准入评选。


表3-2 Club联合推广合作伙伴考核评估表


一级指标

二级指标

评估内容

分值

内容质量

20分)

新增内容数量

S/A级新增入库游戏数量

20

运营质量

80分)

订购用户贡献

总新增订阅用户贡献

50

直投渠道新增订阅用户贡献

10

流水贡献

20

加分项

项目推广

项目推广贡献

实际参与推广的项目贡献

20

扣分项

经营管理

违规推广

根据违规等级*进行扣分

按次扣分,分项目累计

用户投诉

根据用户投诉率进行扣分

10


违规等级*以《华为AppTouch业务渠道指南》规定为准。


用户投诉要求:为确保用户投诉可控和业务安全,项目可以根据实际情况设定合作伙伴的投诉率或投诉用户数量限制;如果项目有特殊需求,可根据实际情况设定合作伙伴统一推广上限(日/月CAP)。

3.3.3       考核流程


华为对Club联合推广合作伙伴季度的合作情况进行考核和结果通知。


3-3 Club联合推广合作伙伴考核评估流程


时间点

(节假日顺延)

流程

每季度第二个月20

依据《Club联合推广合作伙伴考核评估表》对合作伙伴进行综合评估

每季度第二个月22

公布季度退出结果,如果合作伙伴对结果有问题或意见,可在2个工作日内发邮件至GameBD@huawei.com邮箱进行申诉

每季度第二个月27

公布申诉处理结果

每季度第二个月30

公布下一季度联合推广合作伙伴名单

次季度

次季度结果生效

3.4 Club联合推广合作伙伴退出

Club联合推广合作伙伴退出方式包括:

主动退出:请合作伙伴提前以书面形式提交退出申请,与华为BD经理和运营经理沟通确认后,按照约定时间退出;

考核退出:合作伙伴在Club联合推广资质生效起连续两个月未进行推广,或根据考核评估结果,对不符合考核指标的联合推广合作伙伴予以退出处理,停止联合推广合作;

紧急退出:合作伙伴有违规行为或引发严重用户投诉,或对华为业务造成不利影响,对于合作伙伴予以终止Club联合推广合作处理。

 

Huawei AppTouch Joint Operation Partner Guide V3.0

Author:Huawei intouchTime:2019-01-17

1 Overview

1.1 Purpose

This Huawei AppTouch Joint Operation Partner Guide (hereinafter referred to as "Guide") is formulated to promote the healthy development of the Huawei AppTouchbusiness, encourage partners to operate in the spirit of integrity, try their utmost to raise the quantity and quality of contents, improve the end user satisfaction, and cooperate with Huawei to boost AppTouch development.

1.2 Applicable Scope

This Guide is applicable to partners who cooperate with Huawei AppTouch in application content and have signed the HUAWEI AppTouch Joint Operations Service Agreement with Huawei.

This Guide only specifies joint operation regulations for the AppTouchbusiness. If partners cooperate with Huawei in other business, they must comply with regulations related to the business accordingly.

1.3 Rights of Interpretation and Amendment

Huawei has the right to amend this Guide in due course based on the development of the Huawei AppTouch business. The rights of amendment, ownership, and final interpretation of this Guide belong to Huawei.

1.4 Terms

1.4.1       Club Service

Club Service is a subscription service for users based on periodic fee deduction. Users may subscribe to this service on a daily, weekly, or monthly basis.

1.4.2       In-App Purchase

In-App Purchase (IAP) is an application service that enables users to buy virtual products in applications.

1.4.3       Pay Per Download

Pay Per Download (PPD) is an application service that requires users to pay before downloading or using applications.

1.5 Joint Operation Scope

Joint operation means that Huawei and its partners cooperate in business marketing and promotion to continuously increase the user quantity and revenue. Joint operation includes APP promotion and Club promotion.

1.5.1       APP Promotion

The APP Promotion is open to all partners of AppTouch.

1.5.2       Club Promotion

The Club Promotion is carried out through partner resource pool admission and appraisal management.


2 APP Promotion Regulation

2.1 Project Promotion Rules

- Any and all partners may participatein the APP promotion of a project.

- Any and all partners shall observe pertinent provisions in this Guide and Huawei AppTouch Channel Guide. If a partner violates any of said provisions, it shall be subject to suspension or termination of the project cooperation with Huawei, or penalties.


 

 

3 Club Promotion Regulation

3.1 Admission Method of Club Promotion Partners

- The total number of Club Promotion partners shall not exceed 20.

- The partners to be admitted shall be selected in the second month of each quarter. Admission rule: Select outstandingpartners whose APP promotion data ranks among the best in the last three months before the selection according to Table 3-1 APP Promotion Assessment Scoring Form for Club Promotion Partner.

- Admission scope: Only the top 50 partners in terms of the APP revenue in global projects are eligible for the admission selection. The assessment indicators cover the partners' operation data of all their applications.

- Admission process: The partner list for next quarter shall be released by the end of the second month of each quarter.


Table 3-1 APP Promotion Assessment Scoring Form for Club Promotion Partners


No.

Assessment Indicator

Full Score

1

Quantity of CPI installation and activation

40

2

Quantity of APP paid users

30

3

APP Revenue

30

Total Scores

100




3.2 Project Promotion Rules

3.2.1       Project Promotion Admission Rules

- All partners in the club promotion resource pool are eligible to participate in the Club Promotion of global projects.

- If the number of partners participating in joint promotion of a project needs to be limited due to factors such as commercial launch, carrier controls, and complaint risks, partners who rank among the best in terms of the latest monthly appraisal and new admission assessment are preferred.

3.2.2       Project Promotion Exit Rules

- A partner may require exit from a project promotion voluntarily.

- A partner may be subject to project suspension or termination due to violation against the promotion rules, and therefore exits from a project promotion.

- A partner may exit from global project promotions because it fails the global appraisal.

3.2.3       Project Promotion Requirements

Partners should promote with subscription promotion landing pages and links provided by Huawei, andconfirm with Huawei before modifying them. Partnersshould informHuawei of the detailed plan before initiating promotions.

3.3 Appraisal Rules of Club Promotion Partners

3.3.1       Purpose

Club Promotion partners are appraised to select the superior and eliminate the inferior for the club operation resource pool and promote sustainabledevelopment.

3.3.2       Appraisal Method

- Appraisal object: partners of Club Promotion

- Appraisal frequency: on a quarterly basis

- Appraisal scope: global

- Appraisal rule: subject to Table 3-2 Global Appraisal Scoring Form for Club Promotion Partners

- Appraisal processing: passing or failing the appraisal

Note: Partners who have just been eligible for the global club promotion are entitled to a protection period in the first quarter, during which they are exempted from the global appraisal.


The processing of a quarterly appraisal consists of the following scenarios:

- A partner passes the appraisal.

The partner may proceed normal joint promotion activities.

- A partner fails the appraisal.

In the appraisal period, perform comprehensive appraisal and confirm the exit list based on Table 3-2 Global Appraisal Scoring Form for Club Promotion Partners. A list of two to four (10% to 20% of all) club promotion partners that will exit is determined. Those partners will lose their club promotion qualifications and exit promotion from the next quarter.

A partner who exits because it fails a quarterly appraisal may participate in the admission selection again three months after the revocation of its qualification.


        Table 3-2 Global Appraisal Scoring Form for Club Promotion Partners

`

Level-1 Indicator

Level-2 Indicator

Assessment Content

Full Score

Content quality

(20 points)

New content quality

Number of new games rated S or A

20 points

Operation quality

(80 points)

Subscriber contribution

Contribution of total new subscribers

50 points

Contribution of new subscribers via direct channels

10 points

Revenue contribution

20 points

Bonus Point Item

Project promotion

Contribution of project promotion

Contribution of promotion projects that a partner actually participate in

20 points

Point-Deducting Item

Operation management

Promotion violation

Deduct points according to the violation level*

Deduct points per violation and accumulate.

User complaint

Deduct points based on the user complaint rate

10 points


The violation level* is defined in accordance with Huawei AppTouch Channel Guide.

User complaint requirements: An upper limit of the user complaint rate or the number of complaining users may be set for each project based on actual conditions to guarantee full controls over user complaints and business security. If there are special project requirements, it is acceptable to set a unified upper limit for the total number of user complaints of all partners based on actual conditions (daily/monthly CAP).

3.3.3       Approval Process

Huawei conducts an appraisal of partners' cooperation performance and releases the appraisal results each quarter.


          Table3-3 Club Promotion Partners Approval Process


Time

(Excluding Holidays)

Process

On the 20th of the second month of every quarter

Conduct an appraisal of club promotion partners according to Global Appraisal Scoring Form for Club Promotion Partners.

On the 22th of the second month of every quarter

Release the quarterly exit list. If partners have questions or comments on the result, Partners may file an appeal to GameBD@huawei.comwithin two working days upon the release of the appraisal results.

On the 27th of the second month of every quarter

Release the appeal handling result.

On the 30th of the second month of every quarter

Release the Club Promotion Partner List for the next quarter.

In the next quarter

Validate the appraisal results for that quarter.


3.4 Exit of Club Promotion Partners

Partners may exit the club promotion by any of the following means:

Voluntary exit: A partner who desires to exit shall submit a written exit application in advance. After communicating and confirming with Huawei, the partner shall exit the club operation as per the specified time.

Exit after an appraisal: If a partner does not promotewithin2 consecutive months after the Club promotion admission takes effect, or does not meet the appraisal index according to the appraisal result, the partner shall exit and terminate club promotion.

Urgent exit: If a partner commits violations, causes serious user complaints, or has an adverse impact on Huawei business, Huawei will terminate Club promotion cooperation with the partner.