A comprehensive guide to APP promotion and operation knowledge: [Mobile phone pre-installation & silent installation]

This article includes:

• concept
• Pros and Cons Analysis
• Cooperation

concept

What is preinstalled?

When you buy a new phone and turn it on, you find that some apps are already installed in it. This is called pre-installed.

Currently, the most legitimate way to pre-install is to cooperate with mobile phone manufacturers or customized operators, but more often it exists in the flashing interest chain.

What is silent preinstallation?

One day you suddenly find that there is one or several apps inexplicably installed on your phone. It is not because you are drunk or someone else downloaded them for you. It is just like mushrooms growing on a tree. This is a silent installation.

Some users have also posted on Zhihu to report that some brands of mobile phones such as Meizu, ZTE, and Coolpad have also encountered the problem of so-called APP version updates being actually downloads. If the user's phone is set to automatically update apps under wifi, these fake update apps will be downloaded unknowingly. However, this fake update is obviously different from the silent installation achieved when the phone is controlled by a silent program or Trojan program. The latter is a method that was very popular in the past few years by underground black channels to fake data and deceive customers. Nowadays, people seldom talk about silent installation. The reason is said to be that black channels have transformed into producing fake data such as silent activation, which has higher profits.

Pre-installation and silent installation are not new terms that emerged with the rise of APPs. They have long been commonly used in computer software, especially in the installation and use of antivirus software. The pre-installation and silent installation of APP generally exist on Android phones, but some industry insiders also said that it is not completely impossible on Apple phones, but the probability is too small. This article only discusses the pre-installation and silent installation of Android phones.

Pros and Cons Analysis

To install or not to install?

The biggest difference between pre-installation and silent installation is that pre-installation can be done openly at present, but silent installation, whether it is the old mode or the new pseudo-update method, is a dead end. The editor deeply feels that silent installation will cause user disgust and damage the reputation of the APP far more than pre-installation. The gain does not outweigh the loss, and it is not recommended to try it. The following only discusses pre-installation.

【benefit】

It is understood that in order to reach a volume of tens of millions or even hundreds of millions, offline pre-installation is a channel that all large-scale apps will choose. If we can do a good job of offline pre-installation, it will be no problem to have millions of users a month.

1. The closest contact with users

After users buy a new mobile phone, they will see some built-in apps when they turn on the phone. In any case, this is the most intimate contact between an APP and the user. If the user still deletes your app in this situation, it means you are really not his type. You don’t have to be sad about losing users and just feel sorry for the money you’ve wasted.

2. Pre-installation effect is good in third- and fourth-tier cities

This is the current situation reflected in the industry. It is not limited to pre-installation. Offline promotion such as door-to-door promotion, bus stop advertising, and store cooperation is still the mainstream and more effective way in third- and fourth-tier cities. For apps without brand awareness, if they can be pre-installed on the phones of users in third- and fourth-tier cities, their retention rate will be higher than that of users promoted online. For example, my hometown is a third-tier city in Hubei. Most of the apps in the Samsung smartphones used by my parents are pre-installed, and my parents find it very convenient. The sales store clerks also took the initiative to help them download a batch of apps, such as Wandoujia and WeChat. They think the young man is very kind-hearted, and I don’t have the heart to burst this beautiful misunderstanding. Although my parents know how to use WeChat to transfer money and send red envelopes, they don’t know how to download new APPs from Wandoujia. When I watched the Spring Festival Gala with them during the Chinese New Year, they also wanted to try it out, so I temporarily downloaded Alipay for them. This situation is not limited to middle-aged and elderly people. I won’t go into this in depth.

3. Pre-installation channels are relatively concentrated

Unlike online channels which are scattered and difficult to maintain, offline channels are relatively concentrated. If you can cover several larger offline pre-installed channels, the basic volume can be guaranteed. Now, for some of the larger domestic channels, it is no problem to activate tens of thousands of tool apps a day.

4. It is exclusive and avoids helping others.

Whether it is a browser or an app store, when users search for your product, they will see your competitor’s product or its advertisement, just like the ASO war between BOSS and Lagou a while ago. Lagou spent a lot of money on large-scale online and offline promotions, but when users were ready to search for Lagou downloads on the App Store, they saw that BOSS was ranked first. This may be the case that some users downloaded BOSS (at the same time). In this case, your product does not have the exclusive feature compared to other products, and pre-installation can avoid the embarrassment of making wedding clothes for others.

[Possible problems]

1. It is easy to cause disgust among some users. There are two situations of disgust. One is for users with strong independent consciousness, such as mobile phone addicts, who are generally resistant to the things pushed to them. Not only can the preconceived good impression be given to them, but it will deduct points. Some people will flash the phone immediately when they get it.

2. Another more common situation is that the pre-installed applications do not meet the needs and preferences of users. For example, if a boy finds that his phone is pre-installed with Da Yi Ma, he will probably delete it immediately; or a girl finds that her phone is pre-installed with a mobile game she never plays; or the user is used to using Moji Weather, but the one pre-installed on the phone is Zui Mei Weather.

3. Another problem is the limited memory in mobile phones, but this problem is becoming less and less of a problem.

4. The negotiation cycle with mobile phone manufacturers is relatively long. For online promotion, you may just need to call a familiar business person, negotiate a price, and send a material package, but the actual negotiation with big brand manufacturers, and then finally it reaches the hands of users step by step, may take one or two years. If we cooperate with channel partners, there will be no such problem.

5. Money. The unit price of pre-installed APP on a single mobile phone ranges from 80 cents to 5 yuan, and the price has been rising. Some are settled based on activation and usage, but everyone knows that activation and data can be falsified. So whether the real CPA is more cost-effective than online depends on the specific situation.

Cooperation

(Three major types)

Upstream channels: chip vendors, solution vendors, system vendors

Chip manufacturers: Representatives include Spreadtrum, MTK, and Qualcomm. Currently, mobile phones of major domestic brands like Samsung generally use Qualcomm chips, and the quantity is also relatively large.

Solution provider: The downstream of chip manufacturers, mainly after obtaining the chip solution, will do further detailed research and development and design, and they do their own research and development. Develop this motherboard for chip-equipped mobile phones and give it to small manufacturers that do not have R&D capabilities. Or we can carry out corresponding research and development based on the needs of large manufacturers.

System vendor: Alibaba Cloud OS is a system developed by Alibaba. Although it has less presence than iOS and Android, it is also a channel that cannot be ignored. For example, Meizu accepted investment from Alibaba and launched some Alibaba Cloud OS phones. Generally speaking, the machines covered by Alibaba Cloud are relatively low-end.

The advantage of cooperating with upstream channels is that the volume is very large, and if you start from a system solution, the APP is part of the system, and the retention rate will be higher. But after all, they are not the final link in direct production design. Especially in communication with large brand manufacturers, their voice is often relatively weak, and there are also problems such as low actual reach rate and long negotiation cycle.

Midstream channels: mobile phone manufacturers

Major manufacturers: domestic brands such as Xiaomi, Huawei, Coolpad, Lenovo, OPPO, Vivo, Meizu, ZTE, and foreign brands such as Samsung.

Small and medium-sized manufacturers: OnePlus, Nut, LeTV, China Mobile, Qihoo, Meitu, etc. New brands and models appear every now and then. Naturally, some of them go bankrupt, such as Dakele, which recently announced its official closure and production (March 9, 2016).

The key to cooperation: expanding channels and maintaining relationships. The negotiation cycle for large manufacturers will be longer. Industry insiders suggest that companies like Xiaomi and Meizu should first negotiate projects that are not their flagship models, build relationships in the process, and then cover the rights. This is the general routine. If you are particularly rich, then please do as you please.

Downstream end channels: distributors, flashers, and repair stations

New applications can be installed in every link of the sales channel: distribution, warehousing, transportation, and even in various mobile phone stores and repair links.

Some friends may ask, how can a new phone be opened and flashed? Believe me, if you have a dedicated constant temperature hair dryer, it will take seconds to open the seal. There is a case description: A friend bought a mobile phone from a well-known home appliance sales company. Through technical means to read the background log analysis, it was found that new applications were flashed into the phone 9 times within one month before the purchase. In other words, this "new" phone was opened at least 9 times.

For APP developers, this means there are 9 chances. You can send your own business department to negotiate with the participants in each link, or you can directly entrust it to the flashing dealers. Their channel coverage capabilities are relatively strong and they can basically integrate the upstream, midstream, downstream and end of the entire industrial chain. Some people even say that if you can't deal with the mobile phone manufacturers, you can ask the channel dealers to deal with them.

For example, a flashing dealer will find a store that sells mobile phones and negotiate with the store, saying, "If you install my software, I will provide the flashing equipment and even train the staff." You pay a fee ranging from four to eight yuan for a mobile phone, and on average, about 15 software programs will be installed on different models.

Compared with the first two methods, the method of cooperating with channel dealers can increase the volume relatively quickly. Even if it is pre-installed in the warehouse, it will basically take about two months to increase the volume. If you go through a store, you can basically start to increase the volume every other day, but it still takes some time to reach a very large level. The process must have timely control of data and a comprehensive accounting of comprehensive costs. In the early stage, it is not recommended that you cover all the quantity at once. You can control the quantity to 10,000 a day. Make a few orders first and see. If the quantity is large, then increase it. If you reach a very large quantity at once, it will be more troublesome. The disadvantage is that the competition is fierce, each node is fully utilized and snatched, and the previously installed applications may be maliciously removed by the next link.

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This article was compiled and published by (APP Top Promotion) by @鸟哥. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!