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Microsoft uses adware model to pay for Zune HD apps

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How can new competitors rival Apple’s existing library of 75,000 mobile apps and installed base of 50 million users? Microsoft’s approach with the Zune HD relies on overt adware, an approach Apple has deliberately avoided.

Rather than trying to seed third party developer interest organically, as Apple did when opening its iPhone App Store last summer, Microsoft’s Zune Marketplace plans to create its own mobile library in house, or in conjunction with select partners, an approach closer to Apple’s initial experiments with 5G iPod Games.

But instead of aiming toward building a store that encourages a wide variety of low priced software titles that can sell in high volume, Microsoft’s software strategy for the Zune HD banks on delivering free software titles supported by a heavy dose of uninterruptible advertising.

Ad placement in mobile software

Apple allows App Store developers to market both free and paid apps, and the cost of developing free titles are often supported by banner ads managed by third party advertisers such as AdMob. Microsoft has been buying banner ad placement in certain iPhone apps in order to promote its Windows Mobile Marketplace, for example.

Microsoft’s Zune software doesn’t rely on ad banners however; it injects full screen ads that play as the apps load. More accurately, the ads play before the app loads, meaning that they can result in injecting a fifteen to thirty second delay in app startup.

A video posted by Zune HD reviewers at Ars Technica shows the Zune HD’s simple Chess app taking nearly 30 seconds to load, thanks to a full video screen ad that plays before, not during, the app loading process, consuming nearly 20 seconds itself, the length of a regular TV ad. “Dang. That’s all kinds of ridiculous,” one viewer commented, with another adding, “That’s absurd.”



Written by cuky85

1 ottobre 2009 a 11:20

Pubblicato su marketplace

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