AVOW provides insights into OEMs and dynamic preloads

In the vast landscape of the global smartphone ecosystem, mobile original equipment manufacturers (OEMs) are the foundational pillars. Brands such as Xiaomi, Huawei, OPPO, and Vivo, among others, are the creative and production forces behind the majority of smartphones available worldwide. With a mix of innovation and technology, they don’t just shape the variety of devices on the market, they also define the user experience, embedding functionalities that become part of our daily mobile interactions.

The role of mobile OEMs transcends the realm of simple physical device creation, venturing into the software ecosystem that forms the operational heart of modern mobile devices. This ecosystem includes everything from launchers and native apps to OEM-owned advertising platforms and app stores. The integration of hardware and software by mobile OEMs fosters a holistic environment. This symbiosis is crucial for optimizing performance and improving the experience for both users and advertisers.

Dynamic preloads emerge as a cutting-edge feature unique to the world of mobile OEMs, aimed at augmenting the user experience and streamlining app integration. This feature, also known as the “out-of-box experience” (OOBE) or Google Play Auto Install (PAI), strategically places apps to be visible and recommended during the initial setup of smartphones. It offers app developers a golden opportunity to showcase their apps to millions of potential users, with the added benefit of automatic installation of the latest version of the app from the native app store or the Google Play Store upon user consent. Dynamic preloads leverage the initial user engagement, boosting app visibility and downloads significantly.

The key difference between the OOBE and Google PAI stems not from execution but from the source and their accompanying benefits. OOBE typically refers to dynamic preloads where the app source is the native app store. A major benefit of this for developers is that it allows them to negotiate an in-app purchase (IAP) deal with the OEMs themselves, giving them more favorable terms than the typical 70/30 split offered by Google. Google PAI differs from the OOBE as the app source is the Google Play Store. This allows developers to maintain only one app package without the need to juggle multiple app versions on multiple app stores. However, no IAP deal can be struck with Google. In essence, the difference boils down to ease of app maintenance versus more economically favorable terms.

As mobile marketing grows in complexity, the need to accurately measure and attribute marketing efforts becomes paramount. This is where mobile measurement partners (MMPs) play a crucial role. MMPs facilitate the collection, organization, and attribution of app data, providing a comprehensive overview of campaign performance. They are essential in identifying the marketing sources responsible for user conversions.

MMPs integrate within the mobile OEM framework, allowing for precise measurement and attribution. This integration is critical, especially with the phasing out of traditional tracking IDs / device IDs like Google’s GAID with the upcoming Privacy Sandbox on Android. Mobile OEMs are developing their own measurement mechanisms, enhancing the ability of MMPs to provide deeper insights into user and advertising dynamics.

Dynamic preloads have revolutionized the way users interact with their newly purchased smartphones by offering a seamless integration of apps right from the initial setup. This innovative feature not only benefits the end users but also provides a substantial advantage to app developers and brands. Let’s delve deeper into the myriad benefits that dynamic preloads bring to the table.

• Access to the latest app version: Dynamic preloads ensure that users receive the most current version of an app directly upon setting up their new device. This immediate access to the latest features, security patches, and improvements enhances the user experience right from the start. For developers, it means a significant reduction in the fragmentation of app versions in use, simplifying support and ensuring that users benefit from the best possible version of their product.
• Organic improvement in Play Store rankings and numbers: By boosting app installations through dynamic preloads, developers can see a natural increase in their app store rankings, be they the Google Play Store or the native app store. Since the number of downloads is a crucial factor in app store visibility, dynamic preloads help in significantly enhancing an app’s discoverability. This organic growth in visibility can lead to further downloads beyond the initial preload, creating a virtuous cycle of user acquisition and improved app rankings.
• Economical user acquisition: Dynamic preloads present a cost-effective method for acquiring new users. By bypassing traditional advertising routes, which can be costly and less targeted, dynamic preloads offer a direct line to potential users at a moment when they are most receptive. This efficiency in targeting and cost savings makes it an attractive option for developers looking to expand their user base without incurring exorbitant marketing expenses.
• Quicker turnaround from app launch to discovery: The gap between app launch and when it is discovered by users can be crucial for its success. Dynamic preloads drastically reduce this waiting period, offering immediate visibility to users. This quick turnaround can be instrumental in building momentum for the app, facilitating early user feedback, and accelerating the path to widespread adoption.
• No technical integration for advertisers: Dynamic preloads with mobile OEMs do not require complex SDK integrations, allowing for a more straightforward approach to reaching potential users. This simplicity enables advertisers to focus more on crafting their messages and less on overcoming technical barriers to entry.
• Cost-per-install payment model: Dynamic preloads operate on a cost-per-install model, ensuring that advertisers only pay for actual results. This model offers a clear and measurable return on investment, making it easier for developers and advertisers to justify the expenditure. It contrasts with other advertising models where payment is based on impressions or clicks, which may not always lead to tangible outcomes.
• User-centric opt-out functionality: Respecting user choice is at the core of dynamic preloads, as evidenced by the opt-out functionality. This feature empowers users to decline the installation of preloaded apps, ensuring that their preferences are honored. This user-centric approach not only builds trust but also contributes to a positive initial experience with the device and its software offerings. Of utmost importance is the fact that users who opt-in would be more greatly predisposed to being engaged users. This user choice can greatly enhance the quality of users, not just their quantity.
• First app advantage: Being the first app that users interact with on their new device is a monumental advantage. It not only ensures higher visibility but also establishes a strong initial connection between the user and the app. This early engagement can lead to increased loyalty, higher usage rates, and better overall retention.

In summary, dynamic preloads represent a paradigm shift in app marketing and user engagement. By offering immediate access to the latest app versions, providing a cost-effective user acquisition model, and enabling a swift transition from launch to discovery, they significantly enhance the app ecosystem for both developers and users. With no need for specialized technical integrations, dynamic preloads pave the way for a more efficient and user-friendly user acquisition method.

**Learn more about **AVOW’s dynamic preload solution or watch our recent webinar that explores how Adjust and AVOW are empowering marketers to make use of dynamic preloads.