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投稿類別:資訊類篇名：要接不接-Whoscall APP 之探討作者： 洪暘

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投稿類別:資訊類篇名：要接不接-Whoscall APP 之探討作者： 洪暘 投稿類別:資訊類 篇名：要接不接-Whoscall APP 之探討 作者： 洪 暘 臺北市立士林高商 國際貿易科 二年十一班 蔡和真 臺北市立士林高商 國際貿易科 二年十一班 蔡雨宸 臺北市立士林高商 國際貿易科 二年十一班 指導老師：孫明德老師 要接不接-Whoscall APP 之探討 壹、前言 一、研究背景與動機 科技日新月異，現代人對手機依賴性越來越高，每一家手機廠商為了吸引顧客都研發出 各種符合消費民眾喜愛的產品，而 APP 開發者們也不惶多讓推出與手機相互輔助的應用程 式。 二、研究目的 (一)了解 Whoscall 的起源及發展動機。 (二)研究 Whoscall 的 PEST 分析。 (三)透過問卷調查得知顧客滿意程度和改進空間。 (四)整理上述研究成果提供給 Whoscall 參考。 三、研究方法 (一)利用網路、雜誌、新聞......等，搜尋相關文獻資訊。 (二).發放問卷，蒐集大眾之意見及對 Whoscall 的看法。 (三)透過 PEST 分析了解行銷策略。 (四)總結研究結果，探討其未來發展趨勢。 四、研究範圍 針對現代年輕族群及低頭族做進一步的網路問卷調查。對 gogolook 走著瞧公司進行訪 談，更深入了解其行銷及成功的秘訣。 五、研究限制 與國外相比，Whoscall 在台灣的知名度明顯不足，尚有許多人不知其軟體以及其功能 性，所以問卷進行得並不順利。 六、研究步驟 選定 表明 調查 設計網 針對手 訂定主 擬定大 彙整資 設計問 發放問 統整分 結論 題 目標 綱 方向 料 數據 卷 路問卷 卷 機族群 析 圖 1 研究步驟 (圖 1 資料來源：研究者繪製) 1 要接不接-Whoscall APP 之探討 貳、正文 一、簡介 Whoscall，來電時辨識陌生來電與簡訊，以及相關來電者所使用之電信公司以及撥號地 區，並擁有社群服務，以及黑名單功能。並讓您封鎖特定的號碼，阻擋不想要接的來電。 圖 2 來電號碼辨識 圖 3 封鎖不想接到的號碼 圖 4 反查陌生的號碼 (圖 2、3、4 資料來源：iTunes Preview(2016)。Whoscall - 即時來電辨識與號碼封鎖。 2017 年 3 月 1 日，取自： https://goo.gl/mwVJOn) 二、創立、發展 1. 靈感來源： Whoscall 起源於創辦人郭建甫接到的一通詐騙電 話，他當時就想上網搜尋這通電話，而有了「Whoscall」 的構想，「為什麼不在接到電話的第一時間，把號碼丟 到谷歌上搜尋，幫大家過濾可疑電話，解決接到陌生電 話時的疑慮。」(郭建甫 2012) 2.取名由來： 名字來自於英文「Who is calling」縮寫，由郭建 甫等人共同創辦。 圖 5 whoscall 創辦人 郭建甫 (圖 5 資料來源： 3.歷年經歷： INSIDE(2015)。【專訪】 2013 年被韓國網際網路服務公司(NHN)收購，由 Whoscall 半年成長一倍、下載數 於方便的阻擋詐騙電話、廣告以及使用者逐漸豐富其 破 2,000 萬，創辦人郭建甫： 資料庫，在全球有好的反應，NHN 因此買下整個團 「大公司只能追趕半年前的我 隊。 們！」。2017 年 2 月 28 日，取 2014 年推出偵測簡訊病毒的功能並與新北市政 自 https://goo.gl/A7VRYU) 府警察局合作，供最新的惡意電話資訊。 2 要接不接-Whoscall APP 之探討 三、特性 「Whoscall」是運用民意回報、演算法及比對雲端資料庫，給予手機用戶於來電的第一 時間辨識陌生電話背景，不論是店家來電、擾人商業推銷或惡意詐騙電話，都可在來電的第 一時間或事後辨識陌生號碼，也可以封鎖惡意號碼。 2014 下半年 Whoscall 超過 7 億筆電話號碼通話行為進行大量研究與分析，了解惡意電話發 話模式來幫助使用者遠離惡意電話騷擾。2016 年 7 月 19 日團隊推出 Whoscall Card，跳脫 了固定的思考讓做行銷不只是透過發問卷及網路表單，只要建立了 Whoscall Card，一通電 話就同等於發了一張名片，省時省力省成本。 Whoscall 透過民間回報並分析出以下四張圖： 圖 7 Whoscall 收報回報並分析出詐騙集 圖 6 每月惡意電話造成的損失 團也有週休二日 (圖 6 資料來源：天下雜誌。2016/1/29 (圖 7 資料來源：天下雜誌。2016/1/29 http://www.cw.com.tw/article/article.ac tion?id=5064180) http://www.cw.com.tw/article/article.actio n?id=5064180) 圖 9 台灣人每月浪費 15 萬小時講惡意電 圖 8 一生惡意電話造成的損失 話 (圖 8 資料來源：天下雜誌。2016/1/29 (圖 9 資料來源：天下雜誌。2016/1/29 http://www.cw.com.tw/article/article.ac tion?id=5064180) http://www.cw.com.tw/article/article.actio n?id=5064180) 3 要接不接-Whoscall APP 之探討 四、Whoscall 爭議事件 表 1：Whoscall 爭議事件簿 發生時間 事件名稱 主要內容 經使用者使用，發現通話會跳出通話對方的 2014 年 02 月 18 日 疑似個資外洩事件 個人資料，因此使用者質疑 Whoscall 駭入手 機，竊取個人資料，有洩漏個資的行為。 Whoscall Android 2014 年 1 月 7 日 Whoscall 改為全面免費， 2014 年 1 月 7 日 版更新全面免費事 使付費購買 的使用者有許多不滿。 件 A 有使用者發現 Whoscall 會紀錄用戶的發話地 Whoscall 爆隱私爭 點、時間、網路環境、手機型號、通話是否 2014 年 9 月 2 日 議 會查詢使用者撥 出的電話號碼 接通等詳細資訊，網友開始提出如此行為是 否觸犯個資法和安全上的疑慮。 (表 1 資料來源：維基百科。https://zh.wikipedia.org/wiki/Whoscall) 五、PEST 分析 表 2：PEST 分析 PEST 分析 政治 Whoscall 與警政署合作，提高辨識詐騙電話的機率。 (Poliitical) 自開發以來。全球已經有 3,000 萬的下載量，平均每 8 個月，下載量會 經濟 成長一倍，新功能行動名片、行動號台、精選店家等，已逐漸帶動電話 (Economic) 號碼微經濟的時代。 社會 3C 意識抬頭，Whoscall 看準年輕人不願接到詐騙電話的困擾，在恰好的 (Social) 時機推出 app，成功跨出電話經濟第一步。 技術 Whoscall 推出重新打造的 iOS 版 Whoscall App，讓 iOS 不再是只能使 (Technological) 用半套的 Whoscall。 (表 2 資料來源：研究者製作) 六、STP 分析 表 3：STP 分析 STP S：市場區隔 地理環境變數：台灣、日本、美國、中東等地 (Segmentation) 心理統計變數：高頻率使用智慧型手機者 T：目標行銷 未來預計發展到拓展更廣大的海外市場，如泰國、馬來西 (targeting) 亞、印尼等市場→主要可以減少人們接到陌生來電的不安。 P：市場定位 面對現代科技發達，除了方便外，也開發了這個軟體，消除 (position) 人們對詐騙、廣告的煩厭，是很有安全和實用性的價值的 (表 3 資料來源：研究者製作) 4 要接不接-Whoscall APP 之探討 (七)問卷結果與分析 發放時間 發放地點 發放份數 有效回收份數 2017/02/07 台北車站 120 份 110 份 1.使用 Whoscall 受訪者性別比例 男 20% 由圖 9 可知，對於電話過濾的需求，女性大幅 超越男性，推測成因為時下防身自保風氣盛行，女 性為防騷擾，較不願接收陌生人的電話。 女 80% (圖 9) 2.使用 Whoscall 的年齡比例 21-30歲 31-40歲 41-50歲 24% 7% 5% 由圖 10 可知，Whoscall 使用者大多為 13-20 51-60歲 歲 占了 60%的大比例，而 21-30 也占了 24%，年 4% 輕族群為 Whoscall 主要的用戶。 13-20歲 60% (圖 10) 86 3.使用 Whoscall 的目的人數比例 100 80 由圖 11 可知用戶使用的最大原因為辨識陌生 60 號碼，在陌生電話打來時，要選擇到底要不要接起 40 19 22 這通電話，關鍵點是要知道這是誰打來的，才能做 20 出接起或是掛斷的抉擇。 0 辨識陌生 查詢號碼 過濾廣告 (圖 11) 50 4.從何管道得知 Whoscall 的人數比例 50 34 33 40 30 藉由圖 12 可知從親友介紹 Whoscall 的比例高 達半成，可見親友間的口耳相傳威力不可小覷。 20 4 6 10 0 (圖 12) 5 要接不接-Whoscall APP 之探討 68 5. Whoscall 困擾的地方 80 39 60 40 18 廣告過多的問題最為人所詬病，由於 Whoscall 16 11 20 推出新的方案，若你是店家或做生意可以付費增加曝 0 光自己的 WhosCard，廣告會顯示在 Whoscall 用戶 的通話結束頁面一次，然而這項功能卻帶給使用者很 大的困擾。 (圖 13) 非常滿 無意見 6.整體滿意度之圓形圖 意 1% 21% 滿意 非常不 54% 縱使這個 app 並不完美的但人們還是給予相當高 滿意 分的評價。 1% 不滿意 2% 普通 21% (圖 14) 普通 不滿意 24% 7. 對「Whoscall」的客服態度之圓餅圖 5% 非常不 滿意 可以在 facebook、appstore、play 商店或是 滿意 3% Whoscall 官方網站上進行客服活動，Whoscall 官方 非常滿 無意見 32% 也時常請使用者給予他們新的建議，可見 Whoscall 意 20% 16% 相當在乎使用者內心所想，並且更用心地去傾聽及回 應使用者的需求。 (圖 15) 8.對「Whoscall」的隱私安全性之圓餅圖 普通 滿意 36% 38% 雖然大多用戶對於隱私安全的事很放心的，但還 不滿意 是有少數的人，認為還有補足的空間。 4% 非常滿 非常不 意 無意見 滿意 18% 3% 1% (圖 16 ) 不一定 不會 26% 9.是否會將「Whoscall」推薦給親友之圓餅圖 11% 縱使願意推薦出去的人還是占了多數，但不願以 及不確定因素卻已佔了近四成，可見 Whoscall 仍有 會 相當大的進步空間。 63% (圖 17) 6 要接不接-Whoscall APP 之探討 參、結論 一、結論 （一）電話詐騙盛行，Whoscall 扮演即時雨，警方稱「好用！」 科技日異月新，為了給使用者方便以及給予警方更多緝捕詐騙集團的線索，而根據數據 紀載，多數使用者為年輕人，現在許多人都會用網購、網拍……等等，詐騙犯罪也跟著提升， 有了此程式，便可以過濾掉或是辨識許多陌生的號碼，而辨識陌生號碼也是我們問卷調查出 來，最多人使用會使用 Whoscall 的原因。 （二）陌生電話辨識功能犀利，網路回報糾正，準確性高 Whoscall 藉由民意踴躍回報，使用者接到詐騙集團或廣告，馬上進行回報，程式中有 了紀錄，其餘使用者在接到此來電，便可在第一時間，決定要不要接電話。 （三）用心經營 Whoscall 在消費者心中的質量 Whoscall 的成長從誕生 2010 年起上架各大網路商店，一開始區區幾十萬的下載率到現 在經過了七年，Whoscall 在這短短七年經歷了幾十次的改版，不斷創新到現在發展延伸到 亞州各區，下載率已突破千萬，在 APP 市場創出良好商機，Whoscall 重視民眾滿意程度， 從 play 商店底下的留言可得知 Whoscall 對於每則意見都給予回應甚至願意去深入探討分析 問題，不僅拉住了舊客戶的心也吸引了新使用者的加入。 (四)免費 APP，物超所值 Whoscall 爆紅增加下載率的原因，不僅僅是因為創辦人願意接受各方面的意見與批評 去不斷創新，更重要的是不用付出任何代價或是勞力便可取得，簡單易懂的使用又符合 3C 生活，在眾多 APP 中擁有高人氣。 二、建議 (一)使男性使用者崛起 女性使用者比例壓倒性的大於男性使用者，製作其他功能或是新推廣，吸引男性使用。 (二)搶攻樂齡市場 除了年輕族群其他年齡層的使用者都較少，現在電話詐騙極為普遍，應讓 Whoscall 不只是保護年輕族群，預防銀髮族被受騙更是重要。所以 Whoscall 公司有對這塊做出解 決的方案，在官方網站上針對如何使用作說明。 (三)過濾掉電話，卻換來廣告 許多使用者表示有過多的廣告，現在 whosecall 有無廣告的方案需要支付 30 元/月， 但是許多人使用 Whoscall 的原因是因為想要過濾電話中的廣告，現在卻又被廣告所苦， 而提出了這樣的問題，是該想出一個比較好的方式解決廣告，例如建議使用者直接使用付 費版本。 (四)增加知名度 從發放問卷時可以得知 Whoscall 在初期的宣傳方式可能不顯著，許多民眾聽到的第一 個反應是未曾接觸並表示不清楚這個 APP，但經由我們解釋後才表示知道有 APP 可過濾廣 告，但卻不知其名是 Whoscall，因此 Whoscall 應在宣傳方面多下功夫。 7 要接不接-Whoscall APP 之探討 肆、引註資料 記者兆岳宏(2016/07/26)。刑事警察局與 Whoscall 合作，共同防詐騙。自由時報 這支台灣 app 被施密特點名說讚(2013/12/09)。商業週刊第 1252 期 敢夢，三個大男生翻身最夯創業家(2014/01/09)。今周刊第 890 期 記者周康玉(2017)，Whoscall 攻樂齡市場 阿公阿嬤卻問「怎麼按讚」，2017/3/10 http://www.ettoday.net/news/20161207/824905.htm iPhone 版 Whoscall 不再「半套」！與 iOS 10 同步升級，來電時可顯示辨識結果 (2016/09/12)。2016/10/16，取自 https://goo.gl/zjo6Vw 累積用戶習慣從「大數據」淘金(2013/04/30)。2016/10/16 取自 http://www.cw.com.tw/article/article.action?id=5048772 詐騙數據知多少，台灣每月損失金額可買 386 萬份雞排與珍奶(015/01/29)，2016/10/16 取 自 http://www.cw.com.tw/article/article.action?id=5064180 累積用戶習慣從「大數據」淘金(2013/04/30)，2016/10/16 取自 http://www.cw.com.tw/article/article.action?id=5048772 台灣 app 團隊三億出嫁中國(2015/04/28)，2016/10/16 取自 http://www.cw.com.tw/article/article.action?id=5067306 讓全球 30 個國家都「走著瞧」的台灣 App( 2013/9/1)，取自 2016/10/16 取自 http://www.30.com.tw/article_content_23836.html Whoscall 推三大新功能，布局商業模式有望(2015/12/16)，2016/10/16 取自 http://www.bnext.com.tw/article/view/id/38238 中國投資人搶進台灣創業市場(2015/01/15)，2016/10/16 取自 http://www.cw.com.tw/article/article.action?id=5063850 LINE 花逾 3 億買台灣 Whoscall，看上的是…(2013/12/11) ，2016/10/16 取自 http://www.businessweekly.com.tw/KBlogArticle.aspx?ID=5570&pnumber=1%27 就職六週年演說馬英九：要讓青年住得起台灣(2016-05-20)， 2016/10/16 取自 http://www.cw.com.tw/article/article.action?id=5058208 漫談成功創業團隊的特質：從剛被併購的 Whoscall 團隊談起(2013/12/17)，2016/10/16 取 自 http://www.naipo.com/Portals/1/web_tw/Knowledge_Center/Editorial/publish-132.htm 【專訪】Whoscall 半年成長一倍、下載數破 2,000 萬，創辦人郭建甫：「大公司只能追趕 半年前的我們！」(2015/4/17)(2016/10/16)取自 http://www.inside.com.tw/2015/04/17/gogolook-co-founder-jeff-kuo-interview . MIX 2013 媒體茶敘郭建甫：Whoscall 巨量資料的力量，如何讓產品變得更好(2013/04/08) ，2016/10/20 取自 http://mix.hpx.tw/2013/ch/the-power-of-big-data/ 8 要接不接-Whoscall APP 之探討 薪火新苗／Whoscall…台灣新創 發光發熱，取自 2016/11/20http://udn.com/news/story/7244/1377888 Whoscall 臉書專頁 https://www.facebook.com/Whoscall.Taiwan/?fref=ts LINE Whoscall 發展東南亞市場，拚年底 3000 萬用戶 (2016/11/3) http://www.bnext.com.tw/article/32227/BN-ARTICLE-32227 不明來電走著瞧-WHOSCALL 幕後團隊專訪 (2016/11/3)取自 https://www.aplustart.org.tw/story/story.aspx?id=w0i5y5S%2BE0Q%3D 創造「數位名片」微經濟！Whoscall 功能升級，串聯在地商家 http://www.inside.com.tw/2015/12/16/Whoscall-showCard-gogolook 【專訪】Whoscall 半年成長一倍、下載數破 2,000 萬，創辦人郭建甫：「大公司只能追趕 半年前的我們！」(2015/4/17)，取自 2016/11/10 https://www.inside.com.tw/2015/04/17/gogolook-co-founder-jeff-kuo-interview 【好物分享】Whoscall 幫你杜絕煩人的推銷與詐騙電話(2013/01/15)，取自 2016/11/15 http://www.eprice.com.tw/mobile/talk/124/4850304/1/ Whoscall - 即時來電辨識與號碼封鎖 (警政單位, 小熊來電官方合作 App)，取自 2016/11/17 https://itunes.apple.com/tw/app/Whoscall-ji-shi-lai-dian-bian/id929968679?l=zh&mt=8 從 Whoscall 的產品設計窺見新創團隊的核心價值(2013/04/03)，取自 2016/11/17 http://mix.hpx.tw/2013/ch/Whoscall-corevalues/ http://www.appledaily.com.tw/realtimenews/article/new/20150905/685384/ 任珮云-《科技》Whoscall Card，搶攻行動行銷大餅(2016/07/20)，取自 2016/11/17 http://www.chinatimes.com/realtimenews/20160720002976-260410 Whoscall 公佈波波卡搶購數據，意外引爆通訊隱私疑慮(2015/09/04)，取自 2016/11/24 https://buzzorange.com/techorange/2015/09/04/Whoscall-easyCard/ Whoscall iOS 新版本上線！來電辨識率提升 30%，iPhone 用戶安心不再受騙(2015/09/12)， 取自 2016/11/24 https://buzzorange.com/techorange/2016/09/12/Whoscall-update-sync-ios-10/ Whoscall 的終極置入性行銷：世間情阿離也在用的「象卡來」App(2014/12/30)，取自 2016/11/24 https://buzzorange.com/techorange/2014/12/30/Whoscall-add/ Whoscall 與 LINE 正式合作全面免費，執行長郭建甫聲明：Google Play 上付費租用戶可全 額退費(2014/01/07)，取自 2016/11/4 https://buzzorange.com/techorange/2014/01/07/Whoscall-full-refund/ 9 要接不接-Whoscall APP 之探討 附錄：問卷內容 各位先生/女士您好： 我們是士林高商的學生，這份問卷主要是探討──使用者對 WHOSCALL 的意見與滿意度。本問 卷採不記名的方式，問卷結果僅提供研究之用，請您安心填寫，而您所提供的寶貴意見，將成為我們 重要的研究資訊，在此，感謝您的協助與幫忙！ 祝您 心想事成，萬事如意！ 學生：洪暘、蔡和真、蔡雨宸 敬上 年齡 213-20 歲 高 21-30 歲 高 31-40 歲 高 41-50 歲 高 51-60 歲 高 60 歲以上 性別 男 女 02 22 2 2 2 2 職業：□0 學生 □軍公教0 0 □家庭主婦0 0□上班族 □其他0 ________0 1.您是從什麼管道得知「Whoscall」？ 親友介紹 廣告 DM 網路 簡訊 下載軟體 2.使用「WHOSCALL」是為了？ 辨識陌生電話 查詢店家電話號碼 過濾廣告 3.對「WHOSCALL」的客服態度？ 非常滿意 滿意 普通 不滿意 非常不滿意 無意見 4.對「WHOSCALL」的隱私安全性？ 非常滿意 滿意 普通 不滿意 非常不滿意 5.對「WHOSCALL」的整體滿意程度？ 非常滿意 滿意 普通 不滿意 非常不滿意 6.是否會將「WHOSCALL」推薦給您的 會 不會 親友？ 不一定 7.滿意「WHOSCALL」的版面設計嗎? 非常滿意.
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