Summary of the free operation model that Android app developers need to know

The original author is Scott Kevit, chief executive officer of mobile service platform provider hints airship, a specialist in mobile application strategy and cloud infrastructure, and research in the areas of application operations, user stickiness, developer ecology and cloud computing. In this article, he summarizes the issues and taboos that Android app developers need to implement to generate revenue.

The application of the Android platform's built-in billing feature is one of the most attractive applications for revenue generation, and many Android app developers are profiting from the platform by offering open content, paid download mode, application upgrades, game extensions, and content packets.

Android app developers need to pay attention to several things when they embed a built-in billing system in their products (hereinafter referred to as IAB):

Matters to be implemented:

Note that the application contains built-in billing functionality. To inform users at the first time, this application contains a number of potential features or content that can be upgraded.

Shows the specific payment process. Do not allow users to feel that they are inadvertently paid to download the application, and can not allow them to click on the purchase button after the next operation is a loss. Also note that it is important to avoid user refunds.

Try different pricing strategies. Can launch a different price of the built-in pay function, some users may not like to spend 20 dollars a one-time purchase of full-featured applications, but want to download the lite version of the application at a lower price, should provide a variety of options for different users.

Note: There are significant differences in the application pricing model for iOS and Android platforms. Apple has adopted a "tiered" approach to pricing, with the first level being 0.99 dollars, which is gradually increasing, and Apple can also convert its currency units to international markets. Android does not have this "tiered" system, developers can only set a fixed price, Android has just begun to use international currency conversion services, but it is not very feasible. Developers need to focus on Google's policy toward this.

Be good at evaluating the effectiveness of the revenue strategy for the free operations model. Users generally do not use the concept of how much value, some users may not even want to spend 0.99 of dollars for it, but they are dependent on it is not necessarily. As long as they devote a certain amount of time to the application, it is possible to unknowingly pay for additional features and content. Developers adopt free operation mode, can more effectively attract users, this way than they directly for the application pricing easier for users to accept.

Note: Applying the built-in pay feature can increase the value created by each download. Free Application downloads are about 10 times times the size of a paid application, the user scale expands, and the rate of conversion of paid users increases. Keep in mind that paid-download applications can only charge a single fee per user, and that the built-in billing feature is an endless stream of revenue for each user.

Use the advantages of mobile channels to repackage and release historic content. Most companies have content that can be turned into a built-in billing feature. For example, a news application can be an outdated publication or even a separate article as a built-in pay function. and an artist record application, can also launch the online version of the track and audio version of the built-in pay function. Many brand companies have a lot of historical content that fans are willing to spend, and developers should take advantage of that.

Consider the size of the application content. There are two ways to add content based on the original application: first, let the user download and open the hidden content, and second, provide the additional content of the built-in downloads. Most applications have a restrictive size, and iOS allows users to download more than 20MB of apps over the WiFi network, while Android limits the application size to 50MB. In this regard, applications that contain the content to be opened are far less resilient than those with additional downloads. Because this application is already a complete system, if you want to add or change content, the only way is to update the application version. Developers need to be careful that these additional content may add to the complexity of the application.

Subscription payment mode is worth considering. Subscription mode is a practical method for any application. Developers can provide some free content, show users their potential value, and then provide paid content or unlimited content via subscription mode, which is far more effective than using mobile ad networks alone.

What needs to be avoided

Market potential should not be underestimated. According to the independent market data analysis company Androlib survey, the Android app growth rate has not lost momentum in the past few months, Gartner also predicts Android smartphone market share will reach 49.9% in 2012, in short, the Android platform has unlimited development potential.

Do not rush to introduce the "semi-finished" function is not perfect. The ideal state should be to allow the application of the system, but also to stimulate users to consume more content. A product without actual use, or expensive application, can not promote users to pay to buy more content function. And only a 9.99-dollar built-in pay function to run the free application, it will also allow users to the big turnoff, eliminate their desire to consume.

Don't complain about Google or Apple's 30% gain. These two platforms have brought a large number of users to the developer, and 30% of the pay is their due.

It is not possible to introduce a free version of the feature missing or unattractive content, so as not to give users a complete loss of interest. Developers need to grasp the balance that allows users to feel that the product is worth the money and is willing to pay for it again.

Continuous updates of applications cannot be overlooked. New features and content can increase the number of repeat customers who are the most likely to buy extra content. "Angry Birds" is typical of this, and it adds user stickiness by constantly introducing new levels. Pleasing users is the ultimate goal of developers, only to achieve this can be a smooth income generation.

Do not underestimate the difficulty of applying a built-in pay function or billing service. These feature settings require developers to invest a lot of time and effort, but if the implementation of this function, developers will be able to obtain generous returns, in short, must not overlook the importance of the correct implantation of the built-in pay function.

Key differences between iOS and Android platforms

Google Iab through Google market/checkout deal with all transactions. All the policy provisions of the system apply to Android IAB, so Android app developers must handle taxes and related records on their own. Unlike iOS, Apple handles all application-related projects properly, providing all the international tax and other related services, and supporting publishers to understand everything about the process.

Android users can complete a transaction through Google Checkout account. In this process, the credit card and payment information associated with Google services will always pop up the application interface. The app's built-in billing feature is tied to the user's itunes account, so it doesn't carry a IAP brand AD. It should be pointed out that although the Android platform mainly uses the Google Checkout as the payment option, but other third-party billing services are increasing, developers should always pay attention to the new trend of the platform.

Google's application of the built-in pay function API does not convey all the information about the application directory, including the price. iOS, however, supports developers to set up information more easily because the platform can call their product prices and product descriptions directly from the developer's itunes connect account.

Both Android and iOS are not particularly ideal for identifying services such as end users, which is causing trouble with refund operations. But at this point, Google's approach is slightly more advantageous, because its application publishers can use the Market/checkout account tools to manage everything, these tools to support developers to cancel user orders, processing refund process and so on. Apple iOS has no refund policy at all.

Apple's money-exchange service is easier for developers to understand, and Google is just getting started.

No matter what platform developers use, it is necessary to clearly apply the built-in pay function is an unlimited market opportunities. (Game state)