The Google Play Store is one of the reasons for Android’s popularity across the world. It is here that customers can browse the sheer abundance of applications , games, television shows, movies and millions of music tracks to enjoy on their Android device. Some applications and services are free in cash terms, but may be supported by advertisement or in-app purchases. Other applications cost something up front, usually known as premium titles. Developers around the world need to price their applications and in-game purchases accordingly so as to suit both their application and of course the local market they are selling into. If a premium application is priced too low, the developer could be missing out on revenue, and ultimately profits. If an application is priced too high, it could turn people off buying the application and installing it. Developers are able to change the prices of their applications relatively easily, but Google sets a minimum price for each country in the local currency and this can sometimes mean that the developer feels forced to offer their application at a slightly too high a price.
Today, Google has announced a change the minimum price developers can sell their applications and in-app offers for seventeen countries, which follows a successful pilot in India earlier this year. Google explained in a blog post that the reason for the price change is because it recognizes that customers behave differently across the world that that Google needed to adapt the Play Store pricing options to help developers adapt their products to certain markets. In many markets, the minimum price drop is steep – for example, in Brazil the minimum has dropped from R$2.50 to R$0.99 and in Poland, the price has moved to zÅ‚1.79 from zÅ‚2.99. Other countries include Chile, Colombia, Hungary, Indonesia, Malaysia, Mexico, the Philippines, Peru, Russia, Saudi Arabia, South Africa, Thailand, Turkey, Ukraine and Vietnam.
Google explains in the blog post that developers can immediately drop the price of their applications or in-app purchases using the Google Play Developer Console, then clicking on either “Pricing & Distribution” or “In-app Products” for each application in question. Google have continued to fine-tune the Play Store for some time now and it’s good to see the business adapt to individual market preferences. We’ve seen Google adding more ways for customers to pay for applications across the world, including incorporating PayPal and carrier billing systems. Hopefully, the reduction in minimum prices will help developers sell more applications and ultimately help profits.