This is a snippet from an interview I did with PubNative…Click here to read the entire interview!
What is the state of the app industry in Australia?
The app industry has exploded in the last couple of years in Australia – this is well timed with the ‘rise of the startup’ in innovation hubs like Melbourne and Sydney.
The apps we are building in 2016 aren’t games or novelty apps like they were pre-2015. They are system-changing ideas that are truly making waves in their respective markets.
Australia is the ideal testing ground for launching mobile apps. With a multicultural society and a smaller population it allows us to make fast changes and iterations based on feedback easy to execute as the user-base isn’t in the millions.
What are your main considerations when building an app? And how does app monetisation factor into these considerations?
We have a really robust set of processes we use when building, launching and maintaining an app.
The key considerations are product design, user experience and delivering an app on time and on budget. At Buzinga we launch a Minimum Viable Product first, collect data from real users to see where the app can be optimised, and then release updates based directly from this data.
Obviously for an app monetisation model to be effective it needs to be completely seamless and non-intrusive to the user experience.
That’s why we advocate implementing a monetisation model on the back of that juicy data on user behaviour that’s just been collected from version 1.
You can see how users flow through your app, what features they use the most, and then tweak the app to fit around what you’ve identified as the best-suited monetisation model.
Do you think the development of mobile native advertising has changed app monetisation?
Absolutely – if anything, it’s raised the bar on what app monetisation needs to offer to be effective in such a saturated market!
Every year we see app users become more and more sensitive to monetisation in apps. If you can’t provide well-timed, non-intrusive and relevant advertising to the user, you’ll quickly find your users annoyed and drop off.
The good news is that there is so much choice available to app developers in 2016 to not only choose ‘off the shelf’ monetisation models like freemium, pay to download, etc, but also blend and adapt monetisation models to craft their perfect stream of revenue. That’s why I think we’ll only see more native advertising in the future, and more creative applications of it too.
I’ve been really interested to watch how Snapchat is experimenting with different kinds of native advertising to create a monetisation method that is truly unique and tailored to their users. I’m expecting more of this from my other favourite apps in the next year.
Want to read the rest of the interview? Click here.
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