Author | Yuying
Recently, the Huawei Developers Alliance announced that: HUAWEI Ads (Huawei Advertising Service) has launched the most advantageous new policy of sharing, with a 1:9 share for the whole year of 2020 (3:7 for Google’s application market). Developers going overseas Get 90% of the income. In the previous period of time, another option for developers going overseas-Google App Market blocked a large number of applications and developer accounts, especially in China. In this particular context, what choice do developers plan to make? Huawei overseas developers can get 90% of advertising revenue
Recently, the Huawei Developer Alliance announced: HUAWEI Ads (Huawei Advertising Service) has launched a new policy for sharing:
With a 1:9 share in 2020 (3:7 for the Google app market), developers who go overseas can get 90% of their income; for a 2:8 share in 2021, developers who go overseas can get 80% of their income; follow-up platforms The basic score becomes 3:7.
In terms of in-app purchases, Huawei's AppGallery has also introduced corresponding preferential policies. Developers will receive 85% of the share in the first and second years. This is another move by Huawei to de-Android after Hongmeng OS, HMS, and AppGallery.
Since the ban took effect last year, Huawei has been most affected by the sales of mobile phones in overseas markets, because the current new Huawei mobile phones can no longer use Google services and applications. There are many types of application markets to choose from in China, but overseas markets are very dependent on Google services. Google installed its own mobile services (including advertising systems) into the Android system at the beginning of Android's open source. Google also commented on the matter:
Please do not run Google apps on uncertified devices, as this may bring security risks.
Therefore, Huawei has been preparing for this last year. It released Hongmeng OS to benchmark Android; released HMS (Huawei Mobile Services) to benchmark Google’s GMS (Android mobile services. Only after installing GMS can you call Google. Service); released the Huawei AppGallery benchmarking Google Play.
The infrastructure is all set up, and the old question comes again: how to build the ecology?
Fully benefit developers: the ecosystem is gradually established
At the Huawei terminal product and strategy conference held not long ago, in order to attract overseas developers, Huawei provided real money and silver support. For example, the establishment of a US$1 billion global fund, of which US$800 million will be used in overseas markets. One part is in the form of development funds, and the other part is promotion funds (all the income from the application is returned to the developer or 70%, 50%, etc.).
In addition to the advertising revenue concessions mentioned at the beginning, Huawei has made concessions in all the share ratios. According to the preferential policies announced by Huawei:
The income that all developers get from AppGallery, including paid buyouts and in-app purchases, is higher than the 3:7 practiced by App Store and Google Play. For example, educational products pursue a 3:7 share, but the developer can directly get all the income in the first year, and 90% of the income in the second year. Game products are 15:85 in the first and second years, and only in the third year do they return to the basic 3:7 split.
According to foreign media Gizmochina, the preferential policy will take effect on the first day of a month after the developer and AppGallery sign a cooperation agreement before June 30, 2020. Developers who signed before will also take effect in the same month, and signing after June 30 will not be able to get the discount.
As of January 2020, HMS covers more than 170 countries and regions around the world, with 400 million monthly active users, more than 1.3 million registered developers worldwide, and more than 55,000 applications connected to HMS Core worldwide. Under the premise that Huawei has greatly benefited developers, the proportion of these numbers will be even higher.
In contrast to Google, a large number of applications have been removed due to advertising issues
The same is the application market advertising. Huawei is in the early stage of development, so it gives a lot of benefits to developers, while Google has entered the stage of strict advertising reform. In recent years, it has changed its advertising policies and strictly censored applications, which originally only took 7 cents of development. It is getting harder and harder for them to make money.
In February 2020, applications developed by developers and companies in China were unilaterally removed by Google. Subsequently, Google confirmed that a total of more than 600 applications containing ad fraud and potentially destructive were removed from the shelves, and its developers were prohibited from accessing the Google Play store and its advertising network.
这之中，中国开发者的占比最高，被禁止进入 Play 商店和谷歌广告网络的最大开发商之一是猎豹移动。根据猎豹方面的说法，这次下架前没有收到任何通知，且在此期间，猎豹方面一直在积极与谷歌团队沟通，没有得到有效回复。一直到看到海外公开新闻，猎豹方面才知道谷歌采用了一种全新的机器学习方式来判断 App 外广告等破坏性广告”，谷歌方面则在新闻稿中表示：
此次整改行动会提前向开发者发出通知和警告，并给予开发者们一定的时间来改正自己的问题，如果拒不改正，谷歌才会采取强制措施，但在此次 App 被下架之前，猎豹并没有收到美国团队告知的合规标准。
事后看来，国内很多企业和开发者并未提前收到通知。该消息一经报道，就在国内社交媒体上迅速发酵，评论区呈现出两种不太相同的声音。
一部分声音认为应用市场的流氓软件太多，必须进行整治，谷歌的做法非常好。另一部分声音则认为：从某种程度上说，谷歌已经形成了垄断， 中国很多企业走向海外市场不得不适配 GMS 服务，只有安装了 GMS，才能调用谷歌的服务，通过 GMS 商业服务，谷歌加强了对厂商的影响力（比如取消对华为的授权），这种情况对当下的移动生态发展而言非常不利，谷歌这种“一刀切”的做法并不合理。
众所周知，广告是移动应用开发者最大的变现来源之一，这之间的度要想掌握好确实不容易，从华为目前透露的消息看，初期推出了 OAID（Open Advertising ID）解决方案，通过广告标识服务保护用户隐私，也可以帮助广告平台和三方监测平台合规地开展个性化广告和转化归因，由于刚推出，效果暂时还不好评价。
In addition, Huawei provides many advertising styles for developers to choose from. The advertising formats cover mainstream scene display formats such as native, rewarded video, and banner. To help developers balance application monetization benefits and user experience, Huawei has done personalized advertising recommendations, unique "one-click installation", and consistent visual experience across devices/applications.
In fact, in order to increase the number of applications and attract developers in the early days , Google led all advertising development. As the ecosystem matures, Google has repeatedly blocked developer accounts, refusing to communicate and seizing profits are common methods. Sometimes, there is not even a detailed reason, it is always a sentence "not in compliance with the advertising policy." I hope that Huawei’s application market can treat all developers well, clarify advertising policies, and find a balance between application monetization revenue and user experience.
However, under the current two attitudes of Huawei and Google, developers are likely to flow into the Huawei application market in large numbers, because there are not many choices available in the overseas application market. This is a great issue for the ecological construction of the Huawei application market. Good thing.