Flexion’s wrapper enables 1 free mobile app trial per/sec

Rating: developers stand better chance of making money from apps

Android and Java ‘wrappers’ from Flexion are currently enabling more than one free trial per second, the company claims. It also maintains that it is adding over four million new consumers per month to its platform. Jens Lauritzson, CEO with Flexion explained, “Instead of making developers add billing SDKs to their game code, we let them wrap their products with the Flexion wrapper which automatically enables in-app billing for products. These can then be distributed via app stores as free downloads.” As an example of Flarion’s technology, Nokia customers in 68 markets can now download any Java game from EA and play it for free before deciding whether to commit to a purchase. Purchases are then made securely via operator billing via the Flexion wrapper. The wrapper comes with an add-on feature called Discovery, Flexion’s on device portal, to promote more games to customers.In recent months the company has seen its growth rate increase significantly thanks to several leading players – such as launching Flexion-wrapped games in app stores offered by Nokia, Samsung and Sony Ericsson.

“There are a number of advantages to developers adopting this model,” comments Jens Lauritzson, CEO of Flexion.

“The more open app stores are, the easier it becomes for developers to launch with Flexion’s wrapper. Whilst app stores like Getjar have adopted a model where developers and publishers can use their own monetisation methods and tools, the majority of app stores are still struggling to provide a good business case for developers.

Much of this is down to a lack of a good billing and licensing solutions for apps. This is why the majority of apps are offered free, or with advertising, but only a few manage to generate significant revenues,” Lauritzson added.

Lauritzson concludes, “Whilst some have tried non-operator billing methods such as Paypal and Google Checkout, the app stores need to be helping developers to make money before they stand any chance of rivalling Apple’s success.

Flarion claims its wrapper technology increases conversion rates by offering one-click purchasing following a free trial. As end-users can enjoy the full gaming experience – playing the ‘full’ game on a trial basis (such as a limited time or number of sessions, rental, or subscription basis) – they are also much more likely to buy the full version of the game, the company claims.

This is compared to when games were sold using the pay-and-download model. “We have done this successfully for some of the biggest publishers and our plan now is to make these services available to the whole developer community,” Lauritzson continued.

“We are aiming for a growth rate of 100 million new consumers per month within the next 24 months.”

Flarion’s Discovery acts as a dynamic storefront, giving end-users the ability to easily explore and try more content. Users who for instance decide to download an EA Android title from Samsung Apps will be able to try and buy other titles from the same publisher.

Flexion plans to further develop the Discovery feature into a well-targeted affiliation network for advertisers and game publishers.

About Tony Dennis

Tony is currently Editor of GoMobile News. He's a veteran telecoms journalist who has previously worked for major printed and online titles. Follow him on Twitter @GoMoTweet.
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