Why subscriptions are the future of applications. 3 the best example

Tell why the future of mobile monetization for subscriptions.

Apple likes to throw the adjective “revolutionary” and willingly join in. Breakthrough even call the updates iMessage with paid stickers and inconvenient applications. Not less wonderful was Animoji, to talk about them seriously do not have enough strength even for Craig Federighi in iPhone X. He joked that the most advanced consumer motion-capture technology used to cackle into the camera. But significant changes have remained almost without attention.

The reality is cruel often, the hype outweighs the value of inventions. This is a classic trap: people overestimate the impact of technology in the short term and underestimate the long-term potential. Meanwhile, a major revolution in modern history, Apple is preparing to celebrate the second anniversary. It’s called App Store 2.0, and you probably hate it key features — subscription.

For historical reference: the concept of App Store 2.0 rolled out without fanfare and presentation in June 2016. Then Phil Schiller gave a large interview to The Verge, which talked about a new system to encourage developers and the redistribution of income. If the maximum cut — the better the developer will be able to force users to pay for subscriptions, the more he earns. Applications should be turned into service, a permanent service, and not a one-time spending.

Thought it was already a truism. All together nodded, developers have started to introduce monthly payments, users firmly swore and promised not to support such obdiratelstvo. But the world, of course, irrevocably changed — the biggest digital shop, whose turnover already exceeded $50 billion, has recorded a new economic model.

The last proof of her efficiency — successful IPO streaming service Spotify. IPO the business world is strong evidence of success, as the company goes from the status of private (invest maybe a small circle of investors) to public status (to buy its shares can be anyone).

Founded 9 years ago Spotify at the time, has made an incredible turn and spit on all the rules of the record business. The music service was available to all but with limited functionality and advertising inserts. For a fixed fee these inconveniences were eliminated. Now such a surprise, but then, in 2011, the largest streaming Rhapsody does not get to a million users.

In 2018 rate justified — IPO Spotify became the eighth most expensive stock offerings American Internet companies. The main initiator of subscription model was estimated at $26.5 billion For comparison, Google in 2004, started with $27.2 billion (although, of course, this does not account for inflation).

But all those large sums pale before one simple calculation. American premium Spotify subscriber pays for the service is $10 monthly or $120 per year — even at the peak of its profitability, the music industry has not received such receipts from the average listeners.

The same comparisons will soon be rolling in to developers from the App Store because the subscription is difficult, but profitable. Them one may criticize, but come the money, it’s hard to find a good counterargument.

I’m not in the spirit of how much every month lately withdraws App Store. However, this new reality — developers figured out how to provide yourself with stable income and do not chase paid updates. Not to jump in this train last, it is better to understand what to pay for a subscription profitable and good, and what better to save.


Is the development of the American company Visual Supply Company. All about it heard, and for good reason. The merit of VSCO is that this editor did Instagram really cool. The app, which has long sold expensive sets of presets killed the fashion for ugly frame, made the use of standard filters is a sign of bad taste, executed acid colors in favor of a more natural, vintage-inspired shades.

Because tape Instagram today not looks like a visual mess and is full of cool photos, have a lot to thank VSCO.

The latest achievement VSCO — implementation of an adequate subscription. It’s called VSCO X and is 1250 rubles per year. It offers access to all previously released filters, an exclusive set of presets, and additional editing tools. But the main bonus — each month, users get a new filter to the collection.

While Visual Supply Company is not just concocting it on the knee, twisting the sliders in Lightroom. In the lab, they scan the film, studying the features of its reproduction and reproduce unique analog effect. Each monthly release is accompanied by explanations of how to use a preset and what it is best suited.

Fotomodeli, in fact, can be omitted, the important thing is not in them. To pay for VSCO X cool, because the developers are lazy. The stable charge they give a stable result. This is not the case when the creators just turned on audacity, and decided instead of a one-time sale to cut the cache monthly.

Download VSCO Cam from the App Store at this link.


Somatocyst from a small Italian Studio Shiny Fog that is already lit among the nominees of the prize Apple Design Awards. The app focuses on a combination of cool design and advanced features.

It can be done as short notes, and create a large, complex texts with linking between records, rich formatting and attachment support. Organized all thanks to the tag system, which supports multiple levels of nesting and auto-completion. In addition, there are convenient little things, like a counter of characters/words and export to several formats.

Subscribe to Bear costs 99 rubles per month or 999 rubles per year. It provides access to synchronization, all of the editing tools, fonts and multiple color themes. A little expensive for the ability to type notes, but that seems to be the best option for those who are not satisfied with the built-in Notes. And they enrage many — partly uncomfortable system folder, in part due to the avarice of the formatting and the lack of a dark theme.

Download Bear from the App Store at this link.


This organizer probably needs no introduction. Already a classic to-do application allows you to assign tasks to projects, assign them tags, priority, and due date. In addition, it monitors the user “karma” — the so-called advanced statistics tasks.

Another handy feature of Todoist is the ability to sort all custom filters in order not to get lost in the flow of things. A paid subscription is not cheap and is 2190 RUB. Why it works successfully? Because combined with the concept of Todoist, the widespread availability of the app is at all possible platforms: iOS, Android, macOS, Windows 10, web version. There are also plugins for browsers and mail. It is clear that individually, no one would like this set is not bought.

Subscription optimally solves the problem with cross-platform. For example, the exclusive “Apple’s” book of problems Things, which is only available on iOS and macOS, the subscription has no plans to introduce — this also sounds logical.

Download Todoist from the App Store at this link.

From what can be discarded

Subscription many annoying and that’s fine. Worse than that they untie the hands of monopolists — if only the developer changes the monetization, it leaves no choice. The application from the list above can easily be replaced with counterparts (VSCO Snapseed on, Bear on OneNote, Todoist on Things), but there are situations and is worse. The best example is Adobe, which introduced obscure prices on your strangely soft and divided it by the cost of subscriptions.

Those who do not earn serious money on the production of content, and sets Photoshop, Illustrator, InDesign or Illustrator “on a habit”, with greater hunting down the torrents. Stupid situation, which, fortunately, there is a solution — a good alternative, application Affinity Photo and Designer, who need to purchase only once.

And this, oddly enough, is another plus in the direction of subscriptions — they give more choice. Previously static market, which deterred many high price tags, changing. Of course, to pay for everything eventually falls to the user, but isn’t that always happened? If you put aside the irritation, it becomes clear — it is subscription, not stickers in iMessage or virtual masks, seriously will change the world.

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