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Latest Issue Archives
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An occasional, hand-picked roundup of the
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ISSUE 34  FEBRUARY 5TH 2022


COMMENT

This week's big story is clearly the fallout from the Meta/Facebook earnings
report. We'll get to that in a minute.

But first: a few thoughts on the ever-unfolding situation around alternative
in-app payment methods, this time for dating apps in the Netherlands. There have
been so many 'alternative payment methods' stories over the last year that you
might be thinking 'wait, another one?'

If so, I don't blame you. The short version this time:

 1. The Dutch antitrust authority recently found Apple's rules to be
    anti-competitive and ordered changes.
 2. In response, Apple grudgingly announced some plans.
 3. But the Dutch authority clearly felt those plans weren't sufficient, and
    assessed a €5m fine.
 4. Apple followed up this week with scrupulously detailed guidance, which I
    certainly recommend reading (key points: a completely separate app just for
    the Netherlands, a required pre-payment warning modal, and a 27% commission
    rate with mandatory audit rights to Apple).

But the Byzantine twists of each new version of this story are much less
interesting than the clear pattern that is starting to emerge: while these
showdowns are always phrased around allowing alternative in-app payment methods,
that's just a means to an end: the real objection is the 15-30% commission rate.

I think the unspoken assumption here has been that the commercial models behind
the App Store and Play Store are the digital equivalent of a Prince Rupert's
drop, and that forcing Apple and Google to budge even slightly on payment
methods would cause the whole thing to shift.

In other words, most seemed to hope that if Apple and Google could be forced to
allow alternative payment methods in even a small jurisdiction, they would
either quickly give up, or decide to overhaul the entire system.

--------------------------------------------------------------------------------

That's not what has happened, at all. In reality, the result so far has been
much closer to scorched earth, trench warfare. In every case, Apple and Google
are giving only the bare minimum in concessions necessary to comply with the
literal letter of each new law, while making sure each change is a Pyrrhic
victory for those who brought the complaint (for an example of what I mean, just
see the scrupulously detailed guidance above)

One can't entirely blame them for this approach — no one enjoys it when their
product roadmap is dictated by court order — but the unfortunate thing is that
all this ultimately harms the broader mobile ecosystem. Yes, there are many
issues with walled garden app stores. Discoverability, high commission rates,
and mercurial review decisions are just a few examples.

But there are also major benefits (no one really wants a return to the days of
Windows 98, when an antivirus scanner was the only thing standing between your
computer and total anarchy), and avoiding heavy-handed regulation via a few
thoughtful compromises would seem like a worthwhile trade.

Alex Bauer


SPOTLIGHT


UNPACKING META'S GRIM Q4 EARNINGS

Meta's Q4 earnings report received plenty of analysis of this week.
Unfortunately, much of it has been…quite bad.

This discussion from Eric Seufert is not one of those 'quite bad' examples.

Ultimately, it seems that many armchair commentators are simply surprised by
this outcome. But if so, it means they haven't been paying attention — one
common question appears to be why Meta got clobbered this quarter while Snap
received a pass, but that requires conveniently forgetting what happened to Snap
in Q3.

The reality is that this chess board really hasn't shifted significantly since
last July. AppTrackingTransparency opt-in rates haven't suddenly gone up or
down, and Apple is still taking an approach to ATT enforcement that can best
described as 'hands off'. An ecosystem shock of this size takes time to shake
out, and that process is happening at different rates in different places.

In fact, perhaps the biggest reason we didn't see all of this start much sooner
is the COVID interlude from summer 2021. That kept many advertisers feeling
optimistic and spending liberally, leading to a temporary boost in campaign
spending that was enough to sweep the impact of ATT under the rug for a while.

mobiledevmemo.com


INTERESTING READS


HOW WE BUILT ASANA’S MARKETING MEASUREMENT CAPABILITIES TO POWER GLOBAL CUSTOMER
GROWTH

The marketing data science team at Asana has implemented some remarkably
sophisticated measurement models.

Why link to that in a newsletter about mobile app growth? Asana isn't exactly
known for being in the marketing measurement space, and this article isn't even
specifically about mobile…and that's actually the point: we're going to see a
lot more focus on measurement solutions like these from companies in all
verticals.

MMM is quickly becoming table stakes in a post-MTA world.

asana.com

--------------------------------------------------------------------------------


DATA CLEAN ROOMS: A COMPARATIVE ANALYSIS

Like MMM, data clean rooms are another venerable concept that is suddenly
getting a fresh moment in the sun.

This analysis from AppsFlyer provides a good breakdown of the data clean room
space, and explains why this is one direction that traditional MMPs are pursuing
in response to the shifting mobile privacy landscape.

appsflyer.com

--------------------------------------------------------------------------------


INCREMENTALITY IS LIKE HEAVEN: NO-ONE KNOWS HOW TO GET THERE

> Last touch attribution is the worst way to measure your marketing campaigns …
> except all other metrics of measuring your marketing campaigns.

To complete the buzzword trifecta this week, here is exploration on the topic of
'incrementality'. It's important, misunderstood, and not necessarily a magic
silver bullet.

singular.net


INDUSTRY BUZZ


MOBILE APPS MUST NOW BE MORE THAN A CHECKBOX FOR RETAILERS

Mobile apps are important. COVID made them even more vital.

That will be no surprise whatsoever to anyone reading this newsletter, but was
interesting enough to the Morning Brew that they gave us all this story filled
with nice quotes and statistics to prove it.

Just 'having an app' isn't enough anymore — a rock-solid strategy for mobile
linking and measurement, to make that app a well-integrated part of the overall
customer relationship, is also increasingly important.

morningbrew.com

--------------------------------------------------------------------------------


PUSH NOTIFICATIONS, WEBXR, AND BETTER PWA SUPPORT COMING TO IOS

…maybe.

Progressive Web Apps (PWAs) have always been second-class citizens (at best) on
iOS. These hints of support for additional APIs in the latest iOS beta are
promising, but still faaaar from a viable replacement for native apps any time
in the near future.

firt.dev


TIPS & TECHNIQUES


IOS 15'S CUSTOM PRODUCT PAGES AND PRODUCT PAGE OPTIMIZATION ARE OFFICIALLY
LAUNCHED

If you haven't yet looked into these two new iOS 15 App Store features, here's
your detailed walkthrough for how to get started.

storemaven.com


UX


WORDLE UX: SOMETIMES A GAME JUST FEELS GOOD

Isn't it ironic that in a world of native apps, carefully architected viral
growth hacks, and hard-fought battles of user acquisition, so many of us choose
to faithfully make the daily pilgrimage to a mobile website without even so much
as a push notification to remind us?

That's probably because the principles of great UX still apply, and Wordle has a
lot going for it (…so long as you don't need to transfer your winning streak to
a different browser or device...good luck hacking your first-party Wordle cookie
to make that happen!)

(Not to say that there haven't been misguided attempts to capitalize on the
Wordle craze with native apps too…)

uxdesign.cc

--------------------------------------------------------------------------------


A UX CASE STUDY ON UBER EATS ✌️

Any UX case study from Built for Mars is always a good read.

In this case, I have no doubt that some of the issues flagged here are valid,
but the Uber team is top-notch. My guess is we're also looking at the results of
some intentional design choices made to optimize for less-obvious variables (for
example: the needs of everyday drivers — you're only doing a first delivery
once, which means it's just not a very juicy target for improvement).

builtformars.com


DATA

Despite the burst of buzz around AppTrackingTransparency this week, the consent
rate has been almost boringly stable since last July.

(The calculation for this metric is authorized / (authorized + denied +
restricted + not_determined) for apps that have implemented the ATT permissions
modal)


PODCAST


CO-FOUNDER AND CEO AT FACILY: DIEGO DZODAN

Leveraging Growth Opportunities in E-Commerce

Facily is the leading social commerce marketplace in Brazil. It operates in nine
Brazilian cities and has over 12,000 pick-up points. Facily connects the
consumer and the producer and helps with logistics, and also helps customers
form groups to buy at better prices.

Before starting Facily, Diego worked for Facebook and Instagram as the VP of
LATAM, and spent ten years at SAP. In this episode, he shares how leaving a good
job and starting a business requires you to be prepared from many angles: of
course you must take your finances into account, and having your family's
support is crucial, but you must also be emotionally ready to take the leap.

howigrewthis.com


EVENTS


MOBILE GROWTH ONLINE

When: Wed, Feb 16, 12:00 PM (PST).
Panelists: Gympass, Jane, CVS Health.

mobilegrowth.org

--------------------------------------------------------------------------------


MOBILE GROWTH ONLINE: INTERNATIONAL WOMEN'S DAY

When: Tue, Mar 8, 2:00 PM (GMT).
Panelists: New Look, Babylon Health.

mobilegrowth.org

--------------------------------------------------------------------------------


MOBILE GROWTH ONLINE: WOMEN IN MOBILE

When: Tue, Mar 22, 12:00 PM (PDT).
Panelists: TBD.

mobilegrowth.org


WHO’S HIRING?

Do you have a mobile growth role you’d like to share with the community?
Just fill out this form — it’s free!

--------------------------------------------------------------------------------

 * Gap | Sr Manager, Product Management - Omnichannel Personalization — San
   Francisco, CA
 * CAVA | Senior Engineering Manager-Digital — Washington, DC
 * SSENSE | Senior PPC (Pay-Per-Click) Specialist — Montreal, QC, Canada

 * Previous Issue December 4th 2021
 * 34 of 41
 * Next Issue February 19th 2022

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