Unlocking the potential of Mobile OEMs: a deep dive into Alternative App Stores

Robert Wildner, Co-founder and CEO of AVOW, explains how Mobile OEMs offer brands a real and effective alternative to traditional app stores. 

In today’s ever-evolving digital landscape, the rapid growth of mobile Original Equipment Manufacturers (OEMs) has become an impressive constant. Recent figures reveal that mobile OEMs, including Xiaomi, Huawei, Vivo, and OPPO, were responsible for 50 per cent of global handset shipments in 2022. And as the EUs Digital Markets Act (DMA) promises to reshape the mobile ecosystem, its clear that mobile OEMs and their alternative app stores are quickly becoming part of the mainstream.

Of course, things weren’t always this way. Google and Apple have long dictated the mobile ecosystem’s dynamics, setting stringent rules, and taking 30 per cent cuts from all in-app purchases  from their app stores. For many developers this has naturally become a bone of contention, impacting their profitability and their ability to innovate. On top of this, Apple’s recent App Tracking Transparency framework has further muddled the waters for mobile marketing. Moreover, with Google poised to introduce a similar system, the challenges that developers face are increasing.

Enter Mobile OEMs, the game-changers.
To empower brands to navigate this rapidly-growing domain, AVOW has released an in-depth ebook entitled, Everything You Need to Know About Mobile OEM Advertising and Alternative App Stores. This text offers a comprehensive guide to ad formats, industry-specific use cases, and the nuances of setting up successful campaigns.

In it, you will learn about:

  • Escaping from Exorbitant Fees: Unlike Apple and Google, many mobile OEMs such as Xiaomi, Vivo, and OPPO do not impose the hefty 30 per cent fee on in-app purchases outside mainland China. For developers, this translates to massive savings, opening avenues for diverse billing solutions.
  • Tracking Campaigns: Mobile OEMs champion the Open Anonymous Device Identifier (OAID), which allows app developers to run deterministic tracked campaigns, free from the restrictions that Apple and Google impose.

  • Gaining Access to Untapped Audiences: With the increasing ubiquity of mobile OEMs, marketers can now access demographics that were previously unreachable via the Apple App or Google Play Store.

  • Cost-Effective Yet Premium User Acquisition: In terms of return on investment (ROI), mobile OEMs are much more attractive. Advertisers can enjoy higher user acquisition rates at a much lower cost-per-install, paying only for installs as opposed to the traditional cost-per-click model.

  • Dynamic Preloads: One of the most effective ways in which brands can get their apps in front of millions of users, with a single click between users and installing your app when setting up their new smartphones.

As one of the pioneers in this sector, AVOW stands at the forefront of mobile OEM advertising, bridging the gap between advertisers and over 1.5 billion daily active users. As the go-to company for top mobile OEMs such as Xiaomi, OPPO, and Huawei, AVOW has successfully helped global brands, including  Amazon Prime Video, AirAsia, JOOM, Zephyr Mobile, and OctaFX, leverage the power of alternative app stores. As a result, such clients have enjoyed up to 150 per cent return on ad spend (ROAS), as well as 30 per cent surges in app engagement.

To delve deeper into the realm of mobile OEMs and to equip yourself with the tools to harness their immense potential, download the eBook here.