The author Jodie Dean in her article discusses the use of Apps on Smartphones and how they amplify communicative capitalism, individualist and individualizing fantasies. Apps are a way in which users support communication technologies through continuous use of the app. In particular, the ‘app’ on the iPhone is a means of which users are both content providers and data suppliers. Dean claims, “the app is less than a product than itself another means of production”. This means that we are users of apps, but from this apps can builds from consumer usage to enforce other modes of productions such as, additions to the product. Apps are developed for efficiency, and to occupy users minds for ‘X’ amount of time. Upon sufficient amount of use, users are then provided with options to upgrade or enhance their in-app experience for a dollar value.
Dean discusses four aspects of ‘individualist fantasy’ upon the promotion of app development. The fourth aspect ‘identification’ is one that stuck with me. The argument here is the best apps are able to locate an individual in time, place and a social network. Apps are able to locate data, behavioural triggers, and experiences and tie it to the individual user. By doing so, they are able to locate profit in users habits and consumption activity. This process is called ‘monetization’, the process where informational assets can be converted into economic value. App-developers are able to gather data about the user, and then make suggestions for app upgrades alongside in-app purchases in order to generate profit. Dean uses the example of Candy Crush, but as an avid user I would also like to elaborate on this.
After reading Deans’ article, I think about how much I play this game. I use this game as a way to pass time, to occupy my mind, and enter an exciting place for a moment. As I progress throughout the game and slowly complete each level my playing ‘lives’ slowly go down. I am then asked if I want to buy another life for .99 cents so I can continue playing which I am guilty of doing. Not only this, but if I complete a certain section of the game I must wait 3 long days to continue playing or I can buy access to this section for another $1.00! Here, I think it is the build up of excitement and completion of levels that app developers draw upon. The base of their product is to develop an ‘excitement’ aspect of the game through completion of certain levels. It is when users desires to go further (when they are at their weakest) do app developers seek an opportunity to enhance app profit.
My question for you all, is there an app that you feel drawn to make purchases off of in order to enhance your user productivity? Or an app that you desire to upgrade so you can have more user capability?
If yes, here is a link to some statistics I found upon ‘free’ app upgrade from 2012-2017. Seeing these statistics shocked me as I know that apps are prominent today, but I never realized how much they have grown in the market place.
When I look at my iPhone, the only apps I really have are social media apps. Mainly because I don’t have that much space on my phone, and I’d rather save the space for music. But, the app that I probably update the most is Snapchat, so I can have all the same new updates as my friends.
ReplyDeleteI believe it was only last year, that Snapchat tried to implement paying for specific filters, like the rainbow mouth one. I thought that was the most ridiculous thing, because it was a free app, and I wasn’t sure how passionate people were about filters that they would pay the $1.29 to have it. I guess it wasn’t as successful as Snapchat hoped, because it was removed pretty quickly.
I agree with your position on this, that there is a build up excitement to play the game, and then find out later on you have to wait in order to play more, or pay the $1 or whatever fee. I think in app purchases is such exploitation of the user. There are games that cost money to buy, and paying for that is understandable, if you want the full version and features. But, having a free app, and then being told later that if you to have the full features, you have to pay. Some people would be left with no choice. I think you should just be told up front, instead of being disappointed later on.
ReplyDeletePersonally, I use mainly social media apps in which I do not find the need to purchase the extra features. However, I have an iPhone in which the music app cannot be deleted. Usually, I receive iTunes gift cards for Christmas and so on in order to purchase things from the iTunes store. Apple recently came out with Apple Music, which gives you the ability to “download” and have access to any song on iTunes at any time. Most people wouldn’t want to pay the money to receive this feature but my sister and I had done the “3-month free trial”. After the trial ran out, we went from having all these songs and playlists to having none of them. My sister got very sick of having to download songs off Youtube that weren’t the correct version or album quality that she actually upgraded us to a family plan for Apple Music.
Upon going from having Apple Music to not for a short period of time, I definitely enjoy having it and it is a nice bonus. I think it adds a lot to my experience of listening to music. I did not feel drawn or wanting to upgrade back to Apple Music but there are a large difference and convenience in using the app now. As you mentioned before apps create and modify based on triggers presented by the user. Apple Music does this by providing suggestions of songs based on what the user listens to recently or in their personal library. It allows the users to have access to not only songs on iTunes but also radio stations as well. Many celebrities such as Drake and Taylor Swift support Apple Music by allowing their songs to be available to users.
Interestingly enough I found an article on “Google Play Music” in which Google provides a longer free trial for their music than Apple Music does. Apple Music conducts automatic payments for Apple Music every month when provided a valid credit on account.
http://www.cultofmac.com/455671/google-blows-apple-musics-free-trial-water/
I have always been aware of how apps get you to buy certain things to progress in the game or make it more enjoyable. I immediatly thought of Pokemon Go. During the summer the app blew up and there were people walking around everyday using it. The app is free to download and free to use but there are in app purchases that make it a lot easier to play. For example you are given one incubator to hatch eggs, but if you want to work on hatching more than one you can buy more incubators that are good for three uses. Thats right, you pay to use something three times and then you have to buy it again. The sad thing is that people do this because it makes the game more enjoyable. Its more exciting to hatch multiple eggs at once.
ReplyDeleteThese apps know that the products you can buy will make the game more fun. Personally I think its really smart. Instead of making people pay for the app, they do in app purchases to give users a choice. By doing this they will ultimately make more money as the things you can buy make the experience of the game more enjoyable and keep you playing. .99 cents doesn't seem like a lot in the beginning as well. Its not until you check your credit card until you know how many times you clicked "buy" on that .99cent purchase.