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width="700" height="209" loading="eager" role="presentation"/></picture></div></div></figure><div><h1 id="205d" class="pw-post-title hh hi hj bf hk hl hm hn ho hp hq hr hs ht hu hv hw hx hy hz ia ib ic id ie if bk" data-testid="storyTitle">5 ways in which top app developers make the most of Play Billing</h1></div><div><h2 id="5fff" class="pw-subtitle-paragraph ig hi hj bf b ih ii ij ik il im in io ip iq ir is it iu iv cq du">Improving reach, retention, and relationships with your users</h2><div><div class="speechify-ignore ab cp"><div class="speechify-ignore bh l"><div class="iw ix iy iz ja ab"><div><div class="ab jb"><div><div class="bm" aria-hidden="false"><a rel="noopener follow" href="/@scottgordon_3541?source=post_page---byline--7b8dd8b63f7c--------------------------------"><div class="l jc jd by je jf"><div class="l fj"><img alt="Scott Gordon" class="l fd by dd de cx" src="https://miro.medium.com/v2/resize:fill:88:88/1*OtpEjyqaondbCmoJ3QId6A.png" width="44" height="44" 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aria-hidden="false"><button aria-label="Listen" data-testid="audioPlayButton" class="af fk ah ai aj ak al ne an ao ap ex nf ng mu nh ni nj nk nl s nm nn no np nq nr ns u nt nu nv"><svg xmlns="http://www.w3.org/2000/svg" width="24" height="24" fill="none" viewBox="0 0 24 24"><path fill="currentColor" fill-rule="evenodd" d="M3 12a9 9 0 1 1 18 0 9 9 0 0 1-18 0m9-10C6.477 2 2 6.477 2 12s4.477 10 10 10 10-4.477 10-10S17.523 2 12 2m3.376 10.416-4.599 3.066a.5.5 0 0 1-.777-.416V8.934a.5.5 0 0 1 .777-.416l4.599 3.066a.5.5 0 0 1 0 .832" clip-rule="evenodd"></path></svg><div class="j i d"><p class="bf b bg z du">Listen</p></div></button></div></div></div></div></div></div></div></div><div class="bm" aria-hidden="false" aria-describedby="postFooterSocialMenu" aria-labelledby="postFooterSocialMenu"><div><div class="bm" aria-hidden="false"><button aria-controls="postFooterSocialMenu" aria-expanded="false" aria-label="Share Post" data-testid="headerSocialShareButton" class="af fk ah ai aj ak al ne 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ok ol om on oo op oq or gn bk">Google Play’s billing system allows businesses to easily and safely transact with millions of people worldwide using their preferred form of payment. But it’s more than just a payment platform — it enables developers to select from multiple monetization strategies, and helps them grow and retain their user base.</p><p id="235a" class="pw-post-body-paragraph nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk">Google Play partnered with <a class="af os" href="http://wearemtm.com/" rel="noopener ugc nofollow" target="_blank">MTM</a>, an international research and strategy consultancy, to understand how leading app developers are maximizing the impact of the commerce platform on their business. MTM interviewed 15 leading app business from various categories across business, dating, health & fitness, audio, books, and family entertainment:</p><figure class="ou ov ow ox oy ha gs gt paragraph-image"><div role="button" tabindex="0" class="hb hc fj hd bh he"><div class="gs gt ot"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/0*B_ad0JwOgytV_SZU 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/0*B_ad0JwOgytV_SZU 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/0*B_ad0JwOgytV_SZU 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/0*B_ad0JwOgytV_SZU 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/0*B_ad0JwOgytV_SZU 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/0*B_ad0JwOgytV_SZU 1100w, https://miro.medium.com/v2/resize:fit:1400/format:webp/0*B_ad0JwOgytV_SZU 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/0*B_ad0JwOgytV_SZU 640w, https://miro.medium.com/v2/resize:fit:720/0*B_ad0JwOgytV_SZU 720w, https://miro.medium.com/v2/resize:fit:750/0*B_ad0JwOgytV_SZU 750w, https://miro.medium.com/v2/resize:fit:786/0*B_ad0JwOgytV_SZU 786w, https://miro.medium.com/v2/resize:fit:828/0*B_ad0JwOgytV_SZU 828w, https://miro.medium.com/v2/resize:fit:1100/0*B_ad0JwOgytV_SZU 1100w, https://miro.medium.com/v2/resize:fit:1400/0*B_ad0JwOgytV_SZU 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px"/><img alt="" class="bh hf hg c" width="700" height="470" loading="lazy" role="presentation"/></picture></div></div></figure><p id="1252" class="pw-post-body-paragraph nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk">This article summarizes findings and explores ways in which these developers make the most out of Google Play’s billing system and its functionalities. The <a class="af os" href="https://services.google.com/fh/files/blogs/5_ways_in_which_top_app_developers_make_the_most_of_play_billing.pdf" rel="noopener ugc nofollow" target="_blank">full report</a> dives deeper into the details, with additional developer benefits and case studies to help you discover the range of possibilities offered by this solution.</p><h1 id="8e0a" class="oz pa hj bf pb pc pd ij pe pf pg im ph pi pj pk pl pm pn po pp pq pr ps pt pu bk"><strong class="al">1. They leverage Play’s tools to tailor and iterate on pricing & promo strategies</strong></h1><p id="3c23" class="pw-post-body-paragraph nw nx hj ny b ih pv oa ob ik pw od oe of px oh oi oj py ol om on pz op oq or gn bk">Google Play billing offers a variety of tools to support your app regardless of your business model, monetization strategy, product offering or user base. With Google Play billing, you have the flexibility to set and execute the pricing and promotional strategies that you deem appropriate for your business.</p><p id="4fd6" class="pw-post-body-paragraph nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk"><a class="af os" href="https://play.google.com/store/apps/details?id=com.picsart.studio" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">PicsArt</strong></a><strong class="ny hk">, </strong>an all-in-one creative platform of photo and video editing<strong class="ny hk">, </strong>appreciate the flexibility that billing provides around setting up prices, packages and SKUs for products and promotions. This enables them to continuously iterate their monetization strategy at speed and provide users with new packages and discounts.</p><blockquote class="qa qb qc"><p id="3c32" class="nw nx qd ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk"><em class="hj">“Google Play’s billing system provides you with the flexibility around setting up prices, packages, SKUs for products and promotions — whatever I need.” </em><strong class="ny hk">Anna Gasparyan, Product Operations Manager, PicsArt</strong></p></blockquote><p id="cd79" class="pw-post-body-paragraph nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk"><a class="af os" href="https://play.google.com/store/search?q=Maple+Media&c=apps" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">Maple Media</strong></a><strong class="ny hk"> </strong>develop a broad range of mobile apps, from weather forecasts to podcast streaming — Google Play billing allows them to implement the revenue model that works best for each individual app. In this way, they are able to take a tailored approach for each app and user experience and optimize for success.</p><h1 id="b81b" class="oz pa hj bf pb pc pd ij pe pf pg im ph pi pj pk pl pm pn po pp pq pr ps pt pu bk"><strong class="al">2. They utilize acquisition tools to drive conversions and grow their user base</strong></h1><p id="9486" class="pw-post-body-paragraph nw nx hj ny b ih pv oa ob ik pw od oe of px oh oi oj py ol om on pz op oq or gn bk">Google Play billing has a vast suite of tools to support developers in user acquisition and <a class="af os" href="https://developer.android.com/google/play/billing/subscriptions#free-trial" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">Free Trials</strong></a><strong class="ny hk"> </strong>are one of the most popular choices among developers. <a class="af os" href="https://play.google.com/store/apps/details?id=com.bitsmedia.android.muslimpro" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">Muslim Pro</strong></a>, a comprehensive Islamic lifestyle app, have used Free Trials to convert monthly subscribers into annual subscribers. In addition, they have noted that users have come to expect a free trial, and that the ability to provide one is crucial to new user acquisition.</p><p id="164d" class="pw-post-body-paragraph nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk">Another tactic to drive acquisition is setting a lower introductory price. <a class="af os" href="https://play.google.com/store/apps/details?id=com.jaumo.casual" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">Joyride</strong></a><strong class="ny hk">,</strong> a dating app, have significantly increased conversions from sign up to first purchase since implementing <a class="af os" href="https://developer.android.com/google/play/billing/subscriptions#intro" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">Intro Pricing</strong></a>. Furthermore, they see that users acquired through this way have a higher total LTV than those acquired at a standard price point.</p><p id="82ca" class="pw-post-body-paragraph nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk">Effective acquisition tools become increasingly important as developers enter new markets and want to adjust their pricing according to user purchasing power. With <a class="af os" href="https://support.google.com/googleplay/android-developer/answer/6334373?hl=en" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">Localized Pricing </strong></a>developers can maximize growth in a given market, while balancing adoption and revenue. It has had a critical impact on <a class="af os" href="https://play.google.com/store/apps/details?id=com.anydo" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">Any.do</strong></a><strong class="ny hk">’</strong>s ability to acquire users in new countries and grow their user base outside their core markets:</p><blockquote class="qa qb qc"><p id="3b04" class="nw nx qd ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk"><em class="hj">“Localized Pricing is critical for us, it’s had a big impact on our ability to effectively acquire users in different geos.” </em><strong class="ny hk">Omer Perchik, Founder & CEO, Any.do</strong></p></blockquote><p id="ece2" class="pw-post-body-paragraph nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk">Any.do, a productivity platform, combine Localized Pricing with Google Ads to improve their CAC and match it with a geo-specific price point that works for both users and their business.</p><h1 id="27fb" class="oz pa hj bf pb pc pd ij pe pf pg im ph pi pj pk pl pm pn po pp pq pr ps pt pu bk"><strong class="al">3. They boost retention rates and build long term relationships with their customers</strong></h1><p id="6797" class="pw-post-body-paragraph nw nx hj ny b ih pv oa ob ik pw od oe of px oh oi oj py ol om on pz op oq or gn bk">Top developers also leverage Free Trials and Intro Pricing as a retention tool. Before a subscriber cancels, they can choose to offer them a discount on their subscription in the form of a Free Trial or offer a discount through a lower introductory price.<strong class="ny hk"> </strong>But Google Play Billing has retention tools that are specifically designed to help developers reduce rates of voluntary and involuntary churn and build a strong, long-term relationship with their users.</p><p id="966f" class="pw-post-body-paragraph nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk">This starts with <a class="af os" href="https://developer.android.com/google/play/billing/subscriptions#grace" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">Grace Period</strong></a>, which enables users to continue accessing subscription benefits for a short time after a renewal payment has failed (e.g. as a result of credit card expiration) while Google Play works with the user to resolve the issue. Implementing Grace Periods has helped <a class="af os" href="https://play.google.com/store/apps/details?id=de.komoot.android" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">Komoot</strong></a><strong class="ny hk">, </strong>a<strong class="ny hk"> </strong>route planning app,<strong class="ny hk"> </strong>boost retention rates by giving their customers more time to resolve a payment failure while continuing to get full access to the app. Providing their users with ample time to update their card details before revoking access has allowed Komoot reduce involuntary churn instances and helps create trusted relationships with customers.</p><p id="19f9" class="pw-post-body-paragraph nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk">After a Grace Period expires, <a class="af os" href="https://developer.android.com/google/play/billing/subscriptions#account-hold" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">Account Hold</strong></a><strong class="ny hk"> </strong>kicks in. During this time users lose access to subscription benefits, but Google will automatically restore access once payment failure is resolved.</p><p id="9686" class="pw-post-body-paragraph nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk">Finally, there’s <a class="af os" href="https://developer.android.com/google/play/billing/subscriptions#pause" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">Subscription Pause</strong></a>, that allows the user to control how they wish to engage with the app — users can pause their subscription and re-engage at a time that suits them. <a class="af os" href="https://play.google.com/store/apps/details?id=br.com.ubook.ubookapp" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">Ubook</strong></a>, a subscription-based audio streaming service, use this feature to retain valuable users. A user may have budgetary restrictions that prevent them from paying that month or may be on holiday without internet access — allowing users to pause rather than cancel means they can easily restore their subscription.</p><h1 id="b415" class="oz pa hj bf pb pc pd ij pe pf pg im ph pi pj pk pl pm pn po pp pq pr ps pt pu bk"><strong class="al">4. They leverage insights on retention to win back users and improve their subscription offering</strong></h1><p id="731b" class="pw-post-body-paragraph nw nx hj ny b ih pv oa ob ik pw od oe of px oh oi oj py ol om on pz op oq or gn bk">Play allows you to better understand what drives user cancellations through <a class="af os" href="https://developer.android.com/google/play/billing/subscriptions#cancel" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">User Cancel Surveys</strong></a><strong class="ny hk">. </strong>Developers can use this information to further improve their product and, if relevant, amend their pricing strategy.<strong class="ny hk"> PicsArt</strong> uses insights gathered from User Cancel Surveys to better understand the reasons behind subscription cancellations, whereas <strong class="ny hk">Any.do </strong>use the feedback they gather from departing customers to improve their premium subscription offering and optimize their pricing.</p><p id="8c77" class="pw-post-body-paragraph nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk">Insights from cancellation surveys have immediate actionability for developers as well, as they can target lapsed users with relevant offers in <a class="af os" href="https://developer.android.com/google/play/billing/subscriptions#winback" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">Winback Campaigns</strong></a>. In addition, developers have the ability to improve Winback capabilities with contextual user messaging and tailored pricing offers. <a class="af os" href="https://play.google.com/store/apps/dev?id=7148047194848561719" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">Apalon</strong></a>, a mobile development company creating ‘essential apps’ from wellness to weather, have seen considerable success with reacquiring lapsed customers through Winback Campaigns. They use them to understand a users’ rationale for canceling — if a user appears to be price sensitive, they can offer them a discount with the aim of retaining them.</p><h1 id="5b0a" class="oz pa hj bf pb pc pd ij pe pf pg im ph pi pj pk pl pm pn po pp pq pr ps pt pu bk"><strong class="al">5. They manage their subscriptions more effectively with RTDN</strong></h1><p id="81e4" class="pw-post-body-paragraph nw nx hj ny b ih pv oa ob ik pw od oe of px oh oi oj py ol om on pz op oq or gn bk"><a class="af os" href="https://developer.android.com/google/play/billing/getting-ready#configure-rtdn" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">Real-time Developer Notifications</strong></a> is a powerful tool that enables you to better understand the status of a subscriber and to more effectively manage subscriptions across the user lifecycle.</p><p id="8294" class="pw-post-body-paragraph nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk">This feature has significantly improved<strong class="ny hk"> </strong><a class="af os" href="https://play.google.com/store/apps/dev?id=5723502633915819194" rel="noopener ugc nofollow" target="_blank"><strong class="ny hk">Mobills</strong></a><strong class="ny hk">’</strong> workflows and enabled them to better manage their subscriptions by providing them with real-time information on every subscription change. The team behind Mobills, an expense tracking and budget planning app, are more in control and better informed of their subscribers’ status.</p><p id="afce" class="pw-post-body-paragraph nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk">Other frequently called out benefits of RTDN include the ability to:</p><ul class=""><li id="e104" class="nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or qe qf qg bk">Respond to subscription events instantaneously, when implemented in conjunction with Google Play’s Developer API</li><li id="7355" class="nw nx hj ny b ih qh oa ob ik qi od oe of qj oh oi oj qk ol om on ql op oq or qe qf qg bk">Reduce the number of request on the API, by automatically validating subscriptions and cancellations</li><li id="9b33" class="nw nx hj ny b ih qh oa ob ik qi od oe of qj oh oi oj qk ol om on ql op oq or qe qf qg bk">Fight abuse by verifying all purchases server-side before giving users access to content or services</li></ul><p id="55b7" class="pw-post-body-paragraph nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk">Eventually, RTDN allows you to communicate more effectively with your users and resolve any issues that arise. It has enabled <strong class="ny hk">Muslim Pro</strong> to <strong class="ny hk">reduce involuntary churn by 20%</strong> by providing them with real time notifications when a payment fails, allowing them to immediately contact the user and resolve the issue.</p><blockquote class="qa qb qc"><p id="74e1" class="nw nx qd ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk"><em class="hj">“We love RTDN, it’s the most valuable tool. It allows us to probe on renewal cycles, payment failures and to see if anything’s gone wrong with our subscriptions.” </em><strong class="ny hk">Pablo Cantu, Head of Product, Muslim Pro</strong></p></blockquote><p id="6e3a" class="pw-post-body-paragraph nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk">____</p><p id="3927" class="pw-post-body-paragraph nw nx hj ny b ih nz oa ob ik oc od oe of og oh oi oj ok ol om on oo op oq or gn bk">Overall, Google Play’s billing system is straightforward to implement and use, both from a technical and a business perspective. You can decide yourself which features are most suited to your business needs and goals. Hopefully this article has been helpful in outlining opportunities to make the most out of this developer solution. For more, see the<a class="af os" href="https://services.google.com/fh/files/blogs/5_ways_in_which_top_app_developers_make_the_most_of_play_billing.pdf" rel="noopener ugc nofollow" target="_blank"> full report</a> or visit <a class="af os" href="https://developer.android.com/google/play/billing" rel="noopener ugc nofollow" target="_blank">developer.android.com</a>, <a class="af os" href="https://play.google.com/console/about/monetize/" rel="noopener ugc nofollow" target="_blank">Google Play business site</a> and <a class="af os" href="https://playacademy.exceedlms.com/student/collection/261491-earn?sid_i=4" rel="noopener ugc nofollow" target="_blank">the Play Academy</a>.</p></div></div></div></div></section></div></div></article></div><div class="ab cb"><div class="ci bh fz ga gb gc"><div class="qm qn ab kb"><div class="qo ab"><a class="qp ay am ao" rel="noopener follow" href="/tag/google-play-billing?source=post_page-----7b8dd8b63f7c--------------------------------"><div class="qq fj cx qr ge qs qt bf b bg z bk qu">Google Play Billing</div></a></div><div class="qo ab"><a class="qp ay am ao" rel="noopener follow" href="/tag/reach?source=post_page-----7b8dd8b63f7c--------------------------------"><div class="qq fj cx qr ge qs qt bf b bg z bk qu">Reach</div></a></div><div class="qo ab"><a class="qp ay am ao" rel="noopener follow" href="/tag/retention-strategies?source=post_page-----7b8dd8b63f7c--------------------------------"><div class="qq fj cx qr ge qs qt bf b bg z bk qu">Retention Strategies</div></a></div><div class="qo ab"><a class="qp ay am ao" rel="noopener follow" href="/tag/monetization?source=post_page-----7b8dd8b63f7c--------------------------------"><div class="qq fj cx qr ge qs qt bf b bg z bk qu">Monetization</div></a></div><div class="qo ab"><a class="qp ay am ao" rel="noopener follow" href="/tag/apps?source=post_page-----7b8dd8b63f7c--------------------------------"><div class="qq fj cx qr ge qs qt bf b bg z bk 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