Apps must also provide ongoing value to customers in order to offer autorenewing subscriptions. Apps should never attempt to trick users into purchasing a subscription under false pretenses, cheat users with irrationally high prices, or engage in other scammy behavior. Keep in mind that offer should always be utilized as part of great customer experiences. And pay as you go, which gives customers multiple renewals at a discounted price before renewing at the regular rate. Pay up front, which gives customers a onetime discounted purchase for a period before renewing at the regular rate.
Free trial, which gives customers free access to your subscription for an allotted period of time before they're billed. But how do you know what to offer new customers? There are three different discount types you can choose from. And in fact, 60 percent of active paid subscriptions on the platform first began with an intro offer.
Shown here, the custom code "NEWYEAR" unlocks a special offer inside of the app. Offer codes takes the functionality of introductory offers a step further, allowing more flexibility for how you merchandise offers both inside and outside your app.
Introductory offers is the feature that allows you to set a standard introductory price for new subscribers, shown here as "1 WEEK FREE," before the subscription autorenews into the standard price. As a reminder, let's review the two subscription offer features that can be used for acquisition. Today, we're going to share some sample strategies that can help you attract customers to your subscription service. And we now have more than 785 million active paid subscriptions across Apple services. Customers trust that apps and subscriptions on the platform are held to high standards for privacy, security, and content. The App Store is the world's safest and most trusted app marketplace, serving over six hundred million people each week across more than 170 countries. And then I'll hand it over to Hemant to discuss engineering considerations. We'll then spend some time walking through different acquisition strategies to consider, that utilize these features. Bryan: Today's session begins with an overview of acquisition offers and a recap of the tools the App Store has available to stand them up. Hemant Sawle: And I'm Hemant, a developer advocate on the App Store Commerce team, also based in Cupertino. I'm Bryan and I'm part of the App Store Monetization team based in Cupertino. We're excited to share some ideas around optimizing your subscription for success using the App Store's features to help you improve your subscriber acquisition. Bryan Eisenstadt: Thank you for joining today's session.
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