The role of mobile device manufacturers and mobile carriers in the app economy

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— By Elad Nathanson, CEO, Apnext (an affiliate company)
When Google Launched its first app store, known as Android On the market in 2008, there were only 50 apps available for users to choose from. At the time, Google’s Eric Chu The store is further described as a “marketplace” where developers will have an open and seamless environment for launching their content. In fact, launching a new app was as easy as registering as a merchant, uploading content and providing a description of it. For developers, it was the golden age to launch a new product. In these first few years, some app store optimization and a limited social media advertising campaign may be enough to ensure that a new offer was the go-to option for most users.
Today the landscape of the app looks completely different. In the first quarter of 2021, there were 3.48 million apps for Android users to browse. For iPhone users, there were 2.22 million apps available in the Apple App Store. In this transformed app ecosystem, the methods that used to work for marketers have become much less effective. New products now risk being lost in a sea of ‚Äč‚Äčcompetition. For example, consider the effectiveness of app store optimization when a new health and fitness app is released. According to information from App AnnieIn 2020 alone 71,000 apps were launched across both of these verticals Apple App Store And the Google Play Store. Statistar statistics show that about 70% of all new apps failed to hit the 1,000 download mark. In short, the competition between the new releases has never been more intense and the chances of success have never been less.
With a sharp rise in App Store competition, developers need to explore alternative ways to ensure their apps reach a wider audience. Device manufacturers and mobile carriers have a profound effect on app discovery, especially by allowing developers to jump into the competition of the App Store. One area that has completely shaken up the app discovery field is the increased use of preloaded apps. While preloads are nothing new, the range of pre-installed apps has grown significantly over the years. Many users now consider such apps to be an essential feature of their smartphones, as opposed to unwanted bloatware. In part, this change reflects the growth of third-party app discovery platforms that manage relationships between developers and developers. These new partnerships have paved the way for many small app developers to enter the preload field by working alongside other new developers under the umbrella of a platform that deals directly with OEMs. Such platforms have created technologies that allow for much more personalized preloading methods. Basically, manufacturers no longer use one-size-fits-all methods. Instead, they see users as individuals and realize that an app coveted by one user is an unwanted drain of storage space for another.
The benefits of preloaded apps are obvious to users, developers and developers. For users, these apps have the benefits they offer – meaning they will no longer browse the App Store because instead users receive personalized and relevant recommendations directly on the device. Users have confidence in software that has been carefully selected and thoroughly verified by the manufacturer. This security guarantee means they will probably have less worries about malware or data collection. The process of discovering apps that target users’ needs ensures much more customer loyalty. Developers and developers alike benefit when users trust these apps. For manufacturers, they strengthen their brand by providing increased user satisfaction.
These users are likely to upgrade their device to the latest model when it is released because they want to make sure that the apps they had before will be available to them in the future. In addition, users tend to avoid the hassle of buying a device from a different brand, which means reinstalling existing popular apps and services on their previous home screen. For developers, this is an opportunity to bypass the countless ads that users are exposed to every day. They have the opportunity to discover their apps by millions of users of brands worldwide. In this way, developers make sure that their offer is the first thing a user sees and installs. For carriers, this is an opportunity to maintain uninterrupted engagement with customers, recommend user content, and offer special offers and upgrades.
Smartphone technology has, of course, evolved rapidly over the last 15 years. Such advances have paved the way for a growing personalized user experience. Users want to feel like their device is an extension of their personality: the device needs to know which apps and services users want at the moment they need it. The device must respond in real-time to meet that demand. Manufacturers and carriers have been instrumental in achieving this symbiotic relationship. With the help of third-party platforms, on-device app recommendations have changed how users interact with their devices. Success in AI-powered technology means that the recommendations are truly unique to the person receiving them. For example, food delivery apps may be shown to users when they search for take-way restaurants; E-commerce platforms that offer specific deals or discounts for the user’s geographical location may be recommended when the user expresses interest in purchasing certain items. Suggestions can be tailored to the device’s model, location, user behavior patterns, and exact time of day where engagement is high.
While this may not seem immediately obvious, mobile carriers play an important role in the global spread of this type of technology. The only aspect of providing the most up-to-date smartphone experience is having a device capable of 5G-enabled and VR and AR experience. Without expanding the network and investing in the infrastructure needed for faster download speeds and better mobile coverage in emerging markets, such sophisticated hardware becomes unnecessary. Fortunately, investment in the telecom industry is at an all-time high in emerging markets such as Latin America and Africa. For this reason, we can expect more opportunities for developers to expand into these positions, while manufacturers will also reap the rewards generated by entertaining sales.
As we look to the future, the app’s economy shows no signs of slowing down. Smartphone sales are expected to be higher, innovation will accelerate and users will enjoy a better, more personalized and ultimately more memorable smartphone experience.



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