{"id":8743,"date":"2017-09-19T11:57:00","date_gmt":"2017-09-19T11:57:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8743"},"modified":"2023-09-20T06:21:33","modified_gmt":"2023-09-20T06:21:33","slug":"how-subscriptions-are-driving-app-revenue-retention","status":"publish","type":"post","link":"https:\/\/tenjin.com\/pt\/blog\/how-subscriptions-are-driving-app-revenue-retention\/","title":{"rendered":"Como as assinaturas est\u00e3o impulsionando a receita e a reten\u00e7\u00e3o de aplicativos"},"content":{"rendered":"<p><strong>As assinaturas s\u00e3o mais do que um nicho: servi\u00e7os como o Spotify e o Headspace provam que os utilizadores est\u00e3o dispostos a pagar por conte\u00fados que utilizam regularmente.<\/strong><\/p>\n\n\n\n<p>O diretor de marketing da App Annie, Al Campa, prev\u00ea que a monetiza\u00e7\u00e3o baseada em subscri\u00e7\u00f5es&nbsp;<a href=\"http:\/\/www.gamesindustry.biz\/articles\/2016-11-22-app-annie-subscriptions-model-will-bleed-into-mobile-gaming\">ser\u00e1 o futuro dos jogos<\/a>. As aplica\u00e7\u00f5es que n\u00e3o s\u00e3o de jogos j\u00e1 est\u00e3o a ter sucesso com as subscri\u00e7\u00f5es: este m\u00eas, o Tinder&nbsp;<a href=\"https:\/\/techcrunch.com\/2017\/09\/01\/tinder-hits-top-grossing-app-in-the-app-store-on-heels-of-tinder-gold-launch\/\">atingiu a posi\u00e7\u00e3o #1 de maior bilheteira<\/a>&nbsp;nas tabelas do iOS. \u00c0 medida que mais programadores adoptam este modelo, vale a pena analisar por que raz\u00e3o as subscri\u00e7\u00f5es s\u00e3o inevit\u00e1veis tanto para os programadores como para os utilizadores.<\/p>\n\n\n\n<p><strong>Aliviar a tens\u00e3o do design<\/strong><\/p>\n\n\n\n<p>Em vez de necessitarem de uma vaga ap\u00f3s vaga de novos utilizadores, as subscri\u00e7\u00f5es incentivam os programadores a concentrarem-se na cria\u00e7\u00e3o e reten\u00e7\u00e3o de conte\u00fados. Os clientes obt\u00eam verdadeiramente o valor do seu dinheiro em vez de serem limitados por compras na aplica\u00e7\u00e3o ou de se arrependerem de pagar pre\u00e7os mais elevados por aplica\u00e7\u00f5es que n\u00e3o correspondem \u00e0s suas expectativas.<\/p>\n\n\n\n<p>As lojas de aplica\u00e7\u00f5es tamb\u00e9m est\u00e3o a privilegiar as subscri\u00e7\u00f5es, o que se adequa \u00e0 mudan\u00e7a no mercado, que se afasta dos novos utilizadores e se aproxima da penetra\u00e7\u00e3o total dos smartphones na maioria dos pa\u00edses. A Apple est\u00e1 a recompensar as aplica\u00e7\u00f5es baseadas em subscri\u00e7\u00f5es com uma divis\u00e3o de receitas de 85\/15, em vez dos habituais 70\/30, por cada utilizador que se mantenha subscrito durante mais de um ano, enquanto a Google supera a sua maior rival ao oferecer o mesmo sem a espera de um ano.<\/p>\n\n\n\n<p><strong>Maior envolvimento dos utilizadores<\/strong><\/p>\n\n\n\n<p>Os utilizadores de telem\u00f3veis s\u00e3o notoriamente exigentes quanto aos seus gastos: menos de 5% fazem compras na aplica\u00e7\u00e3o. Mas os programadores sabem h\u00e1 muito tempo que os utilizadores que gastam, tamb\u00e9m os mant\u00eam por muito mais tempo.<\/p>\n\n\n\n<p>As assinaturas aumentam a propor\u00e7\u00e3o de utilizadores que gastam e aumentam ainda mais esta curva de reten\u00e7\u00e3o. Alguns&nbsp;<a href=\"http:\/\/services.google.com\/fh\/files\/misc\/subscription_apps_on_google_play.pdf\">62% dos assinantes utilizam as suas aplica\u00e7\u00f5es v\u00e1rias vezes por dia, contra apenas 48% dos utilizadores gratuitos<\/a>. As empresas SaaS - pioneiras do modelo de subscri\u00e7\u00e3o<a href=\"http:\/\/www.priceintelligently.com\/blog\/mobile-apps-can-learn-from-saas-pricing-models\">registar uma taxa de reten\u00e7\u00e3o mensal de quase 100%<\/a>em forte contraste com o 5% do telem\u00f3vel.<\/p>\n\n\n\n<p><strong>N\u00e3o \u00e9 um atraso em termos de receitas<\/strong><\/p>\n\n\n\n<p>Historicamente, as subscri\u00e7\u00f5es permitiam aos programadores&nbsp;<a href=\"https:\/\/www.slashdata.co\/blog\/2013\/04\/which-apps-make-more-money\">mais<\/a>&nbsp;do que as aplica\u00e7\u00f5es freemium ou pagas, mas o modelo de neg\u00f3cio nunca se desenvolveu nas duas grandes plataformas m\u00f3veis. Mas agora que as subscri\u00e7\u00f5es chegaram, parecem funcionar no telem\u00f3vel, tal como em todas as plataformas anteriores. As aplica\u00e7\u00f5es baseadas em conte\u00fados lideram o caminho: por exemplo, os subscritores do servi\u00e7o de streaming da Pandora&nbsp;<a href=\"https:\/\/www.forbes.com\/sites\/greatspeculations\/2015\/09\/04\/why-the-subscription-business-is-important-for-pandora-and-where-is-it-going\/#8e31255542b4\">j\u00e1 conta para 20%<\/a>&nbsp;de receitas.<\/p>\n\n\n\n<p>Mas tamb\u00e9m h\u00e1 oportunidades noutros sectores verticais, qualquer modelo de neg\u00f3cio de aplica\u00e7\u00f5es que tenha tido \u00eaxito com o freemium tem, sem d\u00favida, potencial para um modelo de subscri\u00e7\u00e3o.<\/p>\n\n\n\n<p>Os programadores que pretendam experimentar o modelo de monetiza\u00e7\u00e3o atual baseado em subscri\u00e7\u00f5es podem medir as receitas das subscri\u00e7\u00f5es atrav\u00e9s do painel de controlo Tenjin. Se quiser experimentar o painel de controlo, pode inscrever-se gratuitamente ou enviar-nos um e-mail para sales@tenjin.io para obter ajuda na configura\u00e7\u00e3o.<\/p>","protected":false},"excerpt":{"rendered":"<p>Subscriptions are more than a niche: services like Spotify and Headspace prove that users are willing to shell out money for content they regularly use. App Annie\u2019s chief marketing officer, Al Campa, predicts that subscription-based monetization&nbsp;will be the future of games. Non-gaming apps are already seeing success with subscriptions: this month Tinder&nbsp;reached the #1 top&#8230;<\/p>","protected":false},"author":7,"featured_media":8744,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,8],"tags":[],"class_list":["post-8743","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practices","category-mobile-marketing-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Subscriptions Are Driving App Revenue &amp; Retention - Tenjin<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/pt\/blog\/how-subscriptions-are-driving-app-revenue-retention\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Subscriptions Are Driving App Revenue &amp; Retention - Tenjin\" \/>\n<meta property=\"og:description\" content=\"Subscriptions are more than a niche: services like Spotify and Headspace prove that users are willing to shell out money for content they regularly use. App Annie\u2019s chief marketing officer, Al Campa, predicts that subscription-based monetization&nbsp;will be the future of games. 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