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6 posts from February 2011

One Solution for Amazon's In-App Purchase Dilemma

The NY Times reported earlier today that Apple is "tightening its control of the App Store."  Apple spokesperson Trudy Muller was quoted as follows:

We are now requiring that if an app offers customers the ability to purchase books outside of the app, that the same option is also available to customers from within the app with in-app purchase.

Hey, it's Apple's platform, so it seems reasonable that they can set the guidelines.  If Amazon decides they don't want to give Apple a cut of every Kindle ebook sale they can always abandon the platform, right?

That would be foolish, so I don't anticipate that happening.  What can Amazon do?

How about making the out-of-app purchase option more compelling than the in-app purchase option?  Believe me, I hate the clumsy close-your-Kindle-app-open-Safari process I endure every time I buy an Amazon ebook on my iPad, but is this an opportunity to take that awkward process and make it irresistable?

Think membership program.  What sort of a Kindle membership program could Amazon create where you earn points only when you buy out-of-app, direct from Amazon, without Apple getting a cut?  Comply with the rules and offer in-app purchases, of course, but make the out-of-app option irresistable.  What do you think, Mr. Bezos?...