While providing value-added mobile services to mobile users, operators should determine the service pricing model, that is, the user's payment method. Pricing is similar to pricing for general products. The price of a service is determined by the value created for users and the alternative options available to users. The difference is that the determination of the mobile value-added service pricing model is not only related to the application service income after implementation,
It will also affect the application development process.
Brew provides the following pricing methods: purchase, upgrade, demonstration, monthly subscription, and pre-installation. In monthly subscription mode, applications can be used infinitely,
A fixed monthly rate is adopted. The purchase mode allows developers to set the rate based on the number of times of use, expiration date, number of days of use, or fixed period of use. There is no rate for the trial model, and users can use this model without paying. The developer or operator can determine the trial period based on the number of times and time of use. In the purchase mode and trial mode, you need to support the billing method of the number of users. In other modes, you do not need to use the billing method of the number of times.
A pricing plan generally defines the price of the type and number of times of purchasing an application. All pricing plans have a validity day, that is, the start date of the effectiveness of the pricing plan. In addition, the pricing plan also locks an expiration date. If the carrier accepts the pricing plan, no change is allowed between the start date and the expiration date. Each pricing plan includes pricing methods, pricing basics, fixed value, and pricing points.
6.4.1 pricing basis, fixed value and pricing points
Both the pricing plan developed by the developer and the pricing plan presented to the user by the operator involve three basic concepts: pricing basis, fixed value and pricing. Pricing is based on the time related to the pricing method, which usually includes the following options: Fixed usage, fixed usage time, and before each date. Fixed value determines the base value of the price. For example, if the time used is 30 days, 30 indicates the price value. The pricing point is the amount of money allocated to the pricing base. There are usually three schemes.
The following describes the four pricing bases provided by brew as an example:
The basis of this pricing can be determined by developers for the use of mobile value-added services. Generally, developers can use the ilicense interface to increase or decrease the number of times users use applications. In this way, developers can even charge for the content that can be provided in the application.
Application Example: A developer develops an application for downloading a song and uses it for commercial use on a carrier's mobile network. A user of this operator spendsThe app was purchased in RMB 5 for 100 times. The user started to use this application, downloaded Jay Chou's "Dongfeng broken" and spent two times using it. He downloaded Li Yuchun's "Only you don't have it" and spent three times using it, in this case, the app is only used for 95 times. In this way, developers can flexibly implement content-oriented billing.
This pricing base can be determined by the developer or operator for the use of mobile value-added services. Because users cannot continue to use this application after a fixed date of use unless they are renewed, it is very effective for some applications targeting specific events.
Application Example: A developer developed a game named "tank wars", which is priced on a fixed date of use. For example, the price of RMB 5 can reach, RMB 6 can be used up to 2010-3-1. After the "tank wars" game was commercially available on a mobile network of an operator, a user of the operator spent 5 yuan to download and use the game. By January 1, 2010, this user will no longer be able to use the "tank wars" game unless the user is willing to pay additional fees.
This pricing base can be determined by the developer or operator for the use of mobile value-added services. Because users cannot continue to use this application after a fixed period of time, it is very effective for some demo applications.
Application Example: A developer has developed a "soul" mobile game. To enhance user experience, the demo version of the game is priced at a fixed time. For example, you can use it for free.30 minutes. After a player becomes commercially available on a mobile network of an operator, users of this operator can download and use the game for free, and continue to use the game for half an hour. After more than half an hour, the user cannot use the game normally. However, brew's app manager on the mobile phone will prompt the user whether to continue purchasing the game. If the user is willing to pay the purchase fee, the user can freely use the game.
- Fixed term of use (90 days)
The basis of this pricing can be determined by the developer or operator to determine the use cost of the mobile value-added service. The fixed time interval here is determined by the timer on the mobile phone. After a fixed validity period, the user will not be able to continue using the application unless the purchase is continued. Fixed service life is one of the typical methods to sell mobile value-added services through differentiated pricing.
Application Example: A developer develops a mobile phone blog, which is priced based on a fixed validity period. For example, 5 RMB can be used for three months, RMB 6 can be used for 5 months. When this mobile Blog is commercially available on a carrier's mobile network, a user of this operator Pays 6 yuan to download the app. The user can continue to use the mobile phone blog for five months from the download date.
6.4.2 Pricing Method
Brew supports pricing methods including demo, purchase, upgrade, and subscription. One or more combinations can be used for any mobile value-added business.
In this way, the application can be fully demonstrated for free. Application pricing is always zero. The demo can include a limited number of times (for example, 1 to 10 times), a limited time (for example, 1 to 10 minutes), and a limited number of days (for example, 1 day) for downloading ). You can download an app Based on the demo pricing method. However, if you have exceeded the permission, you must purchase the app to continue using it.
You can choose either of the four basic pricing models. These four modes include limiting the number of times of use (for example, 1 to 10 times), limiting the expiration day (for example, Greenwich Mean Time, a certain day of a month), and limiting the number of days of use (for example, seven days) and use time (such as 5 minutes ). Developers can manage the number of times of use only when their applications are accumulated and accumulated (implemented through the ilicense interface.
3. Subscription (monthly subscription)
Subscription pricing is actually a monthly subscription. Users can subscribe to and cancel applications on their mobile phones. The full-month billing for the Application download date is not limited to the number of times users use the application. Generally, online applications use this billing method, which accounts for a considerable proportion of 3G mobile value-added services.
Upgrade is free of charge or a fixed fee. The mobile phone can automatically decide whether to meet the upgrade requirements. Users can retain their authorization information about the application. The upgraded version will overwrite the old version.
Generally, only developers can change their mobile value-added service pricing solutions. Once the pricing scheme is submitted, the negotiation starts. The carrier can accept the pricing scheme, or require price adjustment through the carrier's external network. If developers do not apply their applications to networks of other carriers, they can choose to adjust their prices or develop a pricing solution for specific carriers.