{"id":119,"date":"2021-04-22T16:11:37","date_gmt":"2021-04-22T14:11:37","guid":{"rendered":"https:\/\/www.themoneytizer.com\/blog\/?p=119"},"modified":"2022-04-15T14:09:55","modified_gmt":"2022-04-15T12:09:55","slug":"rentabiliser-application","status":"publish","type":"post","link":"https:\/\/www.themoneytizer.com\/blog\/monetisation\/rentabiliser-application\/","title":{"rendered":"Comment rentabiliser une application mobile ?"},"content":{"rendered":"\n

Aujourd\u2019hui, nous allons nous pencher sur la rentabilisation d\u2019un service ou d\u2019un site web par l\u2019interm\u00e9diaire du mobile<\/strong>. Il est devenu inutile de prouver par A + B que le mobile est en train de prendre le pas sur tout le web. Le nombre de mobinautes <\/strong>a d\u00e9pass\u00e9 le nombre d\u2019internautes en nombre de connexions. M\u00eame si le Desktop reste encore loin devant en termes de temps de connexion, on constate un basculement des r\u00f4les ; le Desktop se glissant progressivement dans une position d\u2019outsiders.<\/p>\n\n\n\n\n\n\n\n

Quels sont les diff\u00e9rents business models sur le mobile ?<\/h2>\n\n\n\n

Avant d\u2019aller plus loin, rappelons bri\u00e8vement qu\u2019un business model (ou mod\u00e8le d\u2019affaire en fran\u00e7ais) est le m\u00e9canisme utilis\u00e9 pour rentabiliser l\u2019application, le site ou l\u2019activit\u00e9 en g\u00e9n\u00e9ral. Le business model d\u2019un site de e-commerce va \u00eatre la vente de produits ou de services par exemple. Par ailleurs, s\u2019il est populaire, il va \u00e9galement pouvoir adopter le business model de la publicit\u00e9<\/a> <\/strong>et en vendant des espaces sur son site. Une seule activit\u00e9 peut donc avoir plusieurs business models.<\/p>\n\n\n\n

La vente de l\u2019application<\/strong><\/h2>\n\n\n\n

Sur le mobile, on conna\u00eet 6 business models majoritaires. La vente de l\u2019application<\/strong> est le plus simple mais pas forc\u00e9ment le plus rentable. Il s\u2019agit tout simplement de bloquer l\u2019acc\u00e8s \u00e0 l\u2019application si l\u2019on n\u2019a pas pay\u00e9. De nombreuses structures comme Mi-Clos Studio et son c\u00e9l\u00e8bre jeu Out There ou encore utswo qui a utilis\u00e9 ce business model pour son jeu \u00e0 succ\u00e8s Monument Valley et deux autres jeux propos\u00e9s sur les app stores Android et iOS. La vente reste le plus facile lorsque l\u2019on n\u2019est pas un expert mais il ne faut pas se cantonner \u00e0 cet unique mod\u00e8le.<\/p>\n\n\n\n

La publicit\u00e9 mobile<\/strong><\/h2>\n\n\n\n

La publicit\u00e9 est le plus vieux business model du web<\/strong>. Il s\u2019est largement d\u00e9mocratis\u00e9 avec l\u2019arriv\u00e9e de Google<\/a> Adwords et Google Adsense<\/a> (les r\u00e9gies publicitaires du g\u00e9ant de Mountain View). Ce model est \u00e9galement tr\u00e8s simple \u00e0 mettre en place mais l\u2019optimisation des revenues demande en revanche beaucoup d\u2019exp\u00e9rience. Vous aurez \u00e9galement besoin de beaucoup de volumes avant d\u2019avoir un revenu int\u00e9ressant avec la publicit\u00e9. Surtout la publicit\u00e9 mobile o\u00f9 le nombre de pages vues par sessions est inf\u00e9rieur au Desktop.<\/strong><\/p>\n\n\n\n

Le mod\u00e8le Freemium<\/strong><\/h2>\n\n\n\n

Le mod\u00e8le freemium est un excellent compromis qui fonctionne particuli\u00e8rement bien dans le monde du mobile. Il s\u2019agit de proposer une version gratuite all\u00e9g\u00e9e de son application pour le faire d\u00e9couvrir au grand public et de d\u00e9velopper en parall\u00e8le une version compl\u00e8te avec toutes les fonctionnalit\u00e9s. Ce mod\u00e8le a fait ses preuves \u00e0 plusieurs reprises et permet de faire un bon compromis entre couverture et rentabilit\u00e9.<\/p>\n\n\n\n

Par exemple, le jeu Plague utilise ce mod\u00e8le. On retrouve \u00e9galement dans cette cat\u00e9gorie le launcher Nova qui dans sa version payante propose le rangement des applications par tiroir et le lancement de plusieurs applications gr\u00e2ce \u00e0 des gestes param\u00e9trables.<\/p>\n\n\n\n

L\u2019achat in-app<\/strong><\/h2>\n\n\n\n

Arriv\u00e9 plus tard mais avec de tr\u00e8s bonnes performances, le business model fonctionnant sur les achats in-app <\/strong>est une alternative tr\u00e8s int\u00e9ressante \u00e0 de nombreux \u00e9gards. Ce syst\u00e8me permet un t\u00e9l\u00e9chargement gratuit de l\u2019application. L\u2019application est unique et le mobinaute doit verser de petites sommes d\u2019argent pour acqu\u00e9rir des items ou certaines fonctionnalit\u00e9s qui ne sont pas int\u00e9gr\u00e9es au d\u00e9part. Ces achats permettent g\u00e9n\u00e9ralement d\u2019avancer plus rapidement dans le jeu ou d\u2019avoir plus d\u2019efficacit\u00e9 pour les autres types d\u2019applications.<\/p>\n\n\n\n

Par exemple, l\u2019application Kim Kardashian : Hollywood, l\u2019application de la starlette a fait un carton sur iOS et Android d\u00e8s son lancement et cumule aujourd\u2019hui plusieurs dizaines de millions de t\u00e9l\u00e9chargements (et quelques millions dans la poche de Kim). Au final, si l\u2019application est gratuite, il faudra d\u00e9bourser 74\u20ac pour avoir 175 000$ virtuels. Et un simple collier peut co\u00fbter jusqu\u2019\u00e0 400$. Un gouffre qui permet de rendre addict les utilisateurs et permet finalement d\u2019obtenir bien plus qu\u2019en vendant l\u2019application. La difficult\u00e9 est de savoir ce qu\u2019il faut vendre et rendre accessible.<\/p>\n\n\n\n

Ce model est le plus compliqu\u00e9 \u00e0 mettre en place et \u00e0 g\u00e9rer <\/strong>mais il reste malgr\u00e9 tout le plus rentable de tous (le renouvellement des versions de l\u2019application permet de d\u00e9bloquer de nouveaux items et de vendre toujours plus de fonctionnalit\u00e9s aux adeptes).<\/p>\n\n\n\n

Le sponsoring<\/strong><\/h2>\n\n\n\n

Le sponsoring est une d\u00e9clinaison des publicit\u00e9s<\/a> mobiles standards. Il s\u2019agit de la mise en place de publicit\u00e9s sur l\u2019application mais sous une forme de partenariat. On ne passe plus par une r\u00e9gis publicitaire. Dans le cadre d\u2019une prestation de sponsoring, l\u2019annonceur demande l\u2019exclusivit\u00e9 des espaces publicitaires de l\u2019application sur une p\u00e9riode d\u00e9termin\u00e9e.<\/p>\n\n\n\n

Le sponsoring commence \u00e0 se d\u00e9velopper d\u00e8s que l\u2019application commence \u00e0 atteindre une certaine notori\u00e9t\u00e9.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

Il existe quelques autres fa\u00e7ons de gagner de l\u2019argent gr\u00e2ce \u00e0 une application comme la location de base de donn\u00e9es par exemple mais il faut beaucoup de temps avant d\u2019avoir une r\u00e9mun\u00e9ration int\u00e9ressante \u00e0 l\u2019aide de ce levier. Il est pr\u00e9f\u00e9rable de commencer par les leviers standards que ce soit sur les applications ou sur les versions mobiles des sites.<\/p>\n\n\n\n

Pr\u00e9f\u00e9rez le freemium et les achats in-app pour les applications et r\u00e9f\u00e9rez-vous \u00e0 une r\u00e9gie publicitaire <\/strong>telle que The Moneytizer<\/a> pour les banni\u00e8res publicitaires <\/strong>(\u00e0 moins de trouver une meilleure r\u00e9mun\u00e9ration avec le sponsoring si votre application\/site commence \u00e0 \u00eatre tr\u00e8s connue).<\/p>\n","protected":false},"excerpt":{"rendered":"

Aujourd\u2019hui, nous allons nous pencher sur la rentabilisation d\u2019un service ou d\u2019un site web par l\u2019interm\u00e9diaire du mobile. Il est devenu inutile de prouver par A + B que le mobile est en train de prendre le pas sur tout le web. Le nombre de mobinautes a d\u00e9pass\u00e9 le nombre d\u2019internautes en nombre de connexions. […]<\/p>\n","protected":false},"author":2,"featured_media":1533,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[106],"tags":[],"yoast_head":"\nComment rentabiliser une application mobile ? - TheMoneytizer<\/title>\n<meta name=\"description\" content=\"Le nombre de mobinautes a d\u00e9pass\u00e9 le nombre d\u2019internautes en nombre de connexions. 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