The new law on digital markets will be applied next year and now Meta is preparing everything for a new type of advertising that will allow users in the European Union and Europe the possibility of download apps without having to visit Google or Apple stores. In other words, it will offer a direct download to users, although for now it will only be available on Android.
Google and Apple have been at various crossroads in recent years due to the commission they charge in their virtual stores for each micropayment made. Epic was one of the first to enter the fray by removing Fortnite to make it clear that it is against such a high commission that is loaded. The fight was relentless until two years ago when the Digital Markets Act was introduced, which opens the window for apps to be distributed through other channels.
Meta is already working with Android developers to launch a pilot program later this year. While Android users can already install APKs downloaded from the browser or third-party stores, those same apps still use Google’s payment system. The Meta alternative is completely independent of the Apple App Store and the Google Play Store. It will be possible thanks to the introduction of the new European law which will come into force in 2024.
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As mentioned, the guidelines of this new law are clear: consumers must be able to download apps from competing app stores. The text of the European Commission that mentions this case indicates that if it engages in unfair practices (as could be the case with the App Store or Google Play), such as preventing the installation of applications from other sources, it is the users who pay more or are effectively deprived of the advantages that other alternative services would offer.
Tom Channick, a spokesperson for Meta, confirmed the company’s plans to introduce app downloads via Facebook ads for The edgeaccording Engadget. As he mentions: “They are interested in helping developers distribute their apps And these new options add more competition to that space.”
In short, his words argue that developers deserve more ways to get their apps to the users who want them. Actually, no type of commission will be applied to earnings developers and allow them to use the payment system they want; but important: these downloads will be made from advertisements which will have to remunerate them. You could almost say it’s what Mark Zuckerberg was looking for for a long time: a platform where users go to, in this case, download apps.
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