[2024]Digital Global Overview Report 2024 Meltwater.pdf
Mobile marketing meltdown
1. Mobile Marketing
Meltdown
Privacy Monetization Design Best Practices
Business | Employment | Internet | Privacy | Information SecurityInternet
Business | Employment | | Privacy | Information Security
3. Here’s What It’s About
• Privacy -- Privacy by Design: Advocates embedding
privacy considerations at the requirements phase of
development projects
• Monetization -- Including In-App Purchases -- Its
Novelty is Both its Strength and Downfall
A Few Thoughts on Application Design
Business | Employment | Internet | Privacy | Information Security
4. Why Should You Care
• There have been 3 FTC mobile application related
settlements already announced, others are ongoing
• Several players in the ecosystem have been the target of
called for Congressional investigations
• IN SHORT THE LIABILITY EXPOSURE – add class
actions, and state investigations – IS REALLY
FREAKING HIGH
Business | Employment | Internet | Privacy | Information Security
6. KEY FTC INVESTIGATION
TAKEAWAYS
• Advertising claims need be truthful. That means both
literally and what your advertising claims implicitly
• Important terms of the app need to be stated clearly and
upfront
• Tune in to privacy. There are a number of privacy laws,
and emerging restrictions on the type of personal data
your app can and should collect from users
Business | Employment | Internet | Privacy | Information Security
7. THE MAIN TAKEAWAY: There is a
lot of scrutiny of mobile apps. Be
proactive and take reasonable steps to
make sure your mobile apps comply
with the law
Business | Employment | Internet | Privacy | Information Security
8. Let’s Talk Privacy
The amalgamation of so much behavior rich
information in a single very personal device
opens the possibility of radical innovations in
marketing
Location Information
Access to a Network of
(Consistent Broadcast)
Pre-Qualified Users
(Think Stored Contacts)
Lots of Behavioral
Tid-Bits Personal Financial and
Health Information
1:1 User Corollary
Common SDK’s Create
Emerging Interesting
Business | Employment | Internet | Privacy | Information Security Possibilities
9. But There Are Risks
Business | Employment | Internet | Privacy | Information Security
10. Several Privacy Guidelines Out
There
Future of Privacy Forum Mobile Marke4ng Associa4on
Business | Employment | Internet | Privacy | Information Security
11. Its Still About Choice, Consent &
Control
Choice – Collec*on,
Storage, & Transfer
Control – Consent – Obtain
U*liza*on Agreement
Business | Employment | Internet | Privacy | Information Security
12. You Got To Have a Privacy Policy
• Even if you do not believe you are collecting
or using data that would trigger privacy
concerns
• Provide a link to it in each app store listing, on
your own site. If your app has a settings page
put a privacy policy link there as well
• Make sure that it can easily be read on a
mobile device
Business | Employment | Internet | Privacy | Information Security
13. Get The Disclosures Rights
Business | Employment | Internet | Privacy | Information Security
14. You Have to Timely Disclose
Unanticipated Uses
Business | Employment | Internet | Privacy | Information Security
15. Don’t Forget Security
• Ensure reasonable security measures are in
place
• Encrypt data in transit (SSL / TLS)
• Encrypt sensitive information stored including
for example passwords
• Protect user application data
Business | Employment | Internet | Privacy | Information Security
16. Good Housekeeping
• Stay within the boundaries of your disclosures – don’t
use or collect data if you haven’t explained the
practice to the user
• Don’t access or collect data unless your app requires
it
• Delete old data
• Provide users with a way to contact you and respond
to their questions and concerns
Business | Employment | Internet | Privacy | Information Security
17. Use Reputable Partners
Keep in mind that many, if not most, privacy
issues for application developers come from
inserting…SDKs – such as those from
advertising networks and analytics providers –
into your app
Business | Employment | Internet | Privacy | Information Security
18. Let’s Talk In-App Purchases
There is a value proposition disconnect that is in
part because of the novelty of the platform
Business | Employment | Internet | Privacy | Information Security
19. Food for Thought
http://bit.ly/sLWOp6
Business | Employment | Internet | Privacy | Information Security
20. Another Class Action Suit
Business | Employment | Internet | Privacy | Information Security
21. The Quid Pro Quo
• It’s got to make sense
• Its not all about the “Benjamins”
Business | Employment | Internet | Privacy | Information Security
22. Get The Disclosures Rights
• Disclose the Existence of In-App Purchase
Functionality
Although this application is free to download and play
certain features functionality, may require an in-app
purchase.
• Avoid confusion: Price points like $.99, $9.99 and
$99.99
Business | Employment | Internet | Privacy | Information Security
23. Consider Documenting Your
Pricing Strategy
• Calibrate using established revenue models: Think
console gaming and associated marketplaces (i.e. the
Wii)
• Incorporate average user revenue data overtime and
tweak pricing to maintain reasonableness
No this is not a mechanism that limits an apps revenue
potential. Rather we have fixed the per user revenue variable,
the obvious then to increase revenue is to acquire more users.
This then drives better quality into the marketplace and culls
inferior apps over time
Business | Employment | Internet | Privacy | Information Security
24. Consider Limits
• Daily Spending Caps
• Time Based Purchase Limits
• In-App Purchase Confirmation Alerts
Business | Employment | Internet | Privacy | Information Security
25. Let’s Talk In-App Monetization
Apple thinks incentivization is a dirty word
Business | Employment | Internet | Privacy | Information Security
26. Food for Thought
http://on.mash.to/zloUCV
Business | Employment | Internet | Privacy | Information Security
27. How It Works
Established Apps
Incorporate 3rd
Party SDK’s to
Enable
Mone*za*on App Promo*on Services Charge On A Per Unit
Basis For Installs and Split Revenue with App
Developer who installed SDK
New Apps
Promoted
Some*mes with
Intent to Achieve
Top 25 App Store
Ranking
Business | Employment | Internet | Privacy | Information Security
28. You Cannot Game The System
Business | Employment | Internet | Privacy | Information Security
29. Thoughts on App Design
A little conservatism in the face of uncertainty
isn’t a bad thing.
Business | Employment | Internet | Privacy | Information Security
30. These Work in App Design, Privacy
and Monetization
Business | Employment | Internet | Privacy | Information Security
31. CONTACT ME
HAYDEN CREQUE
p. 320-247-3439
e. hayden@crequelaw.com
Twitter
@haydencreque
Web
www.crequelaw.com
Business | Employment | Internet | Privacy | Information Security
