Overseas channels are changing soon: Google will charge Google Play fees to mobile phone manufacturers

From: Game dog
Time: 2018-10-24
Summary: In order to comply with the anti-monopoly penalties of the EU's $5 billion sky-high price ticket, Google recently announced that it will split the Android system application, allowing mobile phone hardware manufacturers to build Android systems without having to install Chrome browser and Google search for two applications. Company product replacement.
In order to comply with the anti-monopoly penalties of the EU's $5 billion sky-high price ticket, Google recently announced that it will split the Android system application, allowing mobile phone hardware manufacturers to build Android systems without having to install Chrome browser and Google search for two applications. Company product replacement.

In contrast, Google will charge a certain license fee for mobile phone manufacturers pre-installed with Google Play. The specific amount is temporarily unclear. One said that it is 40 dollars per unit, equivalent to about 277 yuan. How high is this number? Huawei's latest flagship Mate20 is priced at 799 euros in Europe, and 40 dollars is about 34 euros, which means Google Play license fees account for 4.25% of its price. If it is not a flagship machine, this ratio will be even higher, and it is clearly beyond the tolerance of most manufacturers. For example, the “patent rogue” Qualcomm identified in the mobile phone industry, the single-mode patent package license fee is 2.275% of the price of each device.

Google still reiterates that Android is open source and free. Hardware vendors need to pay for only Google Play, Gmail and other applications provided by Google (Google OS: EU said I pre-installed monopoly, then I charge a lot).

If you really don't want to pay for the hardware manufacturer, you can choose to pre-install Chrome browser and Google search in the factory phone, to avoid this fee. Of course, hardware vendors can also reject the "Google Family Bar" in its entirety, using only Android and ignoring Google Play.

However, this sparse practice in China does not work in Europe, and we will explain it below.

According to rumors, the new paid authorization model will be implemented on October 29, and there have been reports that Google has already received a sum of money. Some mobile phone and tablet manufacturers have been contributing "six-digit" fees to third-party testing organizations to get access to apps such as Google Play. According to the British "Guardian" broke the news, the amount of this fee is between $400,000 and $750,000.

Why do you have to use Google Play? Of course, Google Play has a very high penetration rate in the Android market in Europe and America. Due to early bundling, there are not many channels in Europe and America that can compete with Google Play. Moreover, overseas Android phones need to pass a test called "GMS" (Google Mobile Services, Google Online Services), and only by testing the licensed devices can "legally" install Android apps.

Since Google Play is already a big market in the US and Europe, it has a monopoly advantage. Most games released on Google Play use the Google Play API. So, if a device doesn't pass the GMS test (ie, there is no Google Play), many developers of apps and games will have to work overtime to write code to fit devices that don't have Google Play.

For this, I believe that students who often play foreign games have a deep understanding. Some games must be run under the premise that the device has a Google service framework. This is why many domestic mobile phone manufacturers have built-in Google frameworks or released official Google service installers. Therefore, this is one of the reasons why overseas mobile phone manufacturers have abandoned Google Play. After all, no player wants to buy a mobile phone that cannot play games.

Even if hardware vendors launch their own channels or third-party channels to replace Google Play, they can't provide enough games to most users in a short period of time. Game makers need time to increase the code. Fortress Night is so powerful that it doesn't follow Google. That is a small number of games played on Play. Therefore, mobile phone manufacturers must have enough users to persuade applications and game developers to specifically adapt their mobile phone models. Domestic game makers may have become accustomed to it, but given that Google’s announcement of fees is a short consideration period, most hardware vendors may not simply give up Google Play.

However, the price of a device for $40 is not much different from robbery. Therefore, it is foreseeable that hardware vendors will basically choose another solution, pre-installed Chrome browser and Google search, and then get a "paid exemption."

Learning Chinese good role models, overseas Android channels will be lined up

Pre-installed Chrome browser and Google search do not have to pay "money money", obviously a circumvention method designed by Google, or Google hopes that all mobile phone manufacturers choose this.

Google's move is not difficult to explain, Chrome browser and Google search are all traffic portals, the only way to achieve advertising. 89% of Google’s parent company’s Alphabet revenue is contributed by advertising, while the main advertisers are Google Play, Google Search and YouTube.

However, the EU recently had two big moves that have smashed Google’s advertising revenue. First, the implementation of GDPR in May is the most stringent regulation of personal privacy protection, making it impossible for Google to collect user data in the EU to improve the accuracy of advertising. As the number of effective advertisements decreases, advertisers such as game makers have to invest more capital on the one hand, and the advertising effect is still declining.

The second is the EU's $5 billion ticket, and the accompanying antitrust requirements. On the one hand, Google must allow mobile phone manufacturers to pre-install other traffic portals (browsers), and on the other hand, pay a fine. So in order to make up for the loss, Google came up with such a trick.

It is true that in the short term, mobile phone manufacturers have no way of taking Google. It is definitely convenient to pre-install Google’s “family barrel”. However, in the long run, manufacturers will not be willing to continue to be subject to people. In the future, Google will be fined again to make moths. It will still be passed on to the downstream manufacturers, and there will be no mistake in vigorously supporting their own channels. Third-party channels will also seize the chaos and take the opportunity to rise. There are also foreign media began to predict that China is the future of the European Android market.

What impact does Google Play have on collecting money for domestic game makers? In the short term, it will mainly increase market confusion, and advertising costs may increase further, affecting the liquidity of buying products. In the long run, a large number of Android channels will be born. The EU Android market will be fragmented like China. The demand for the team will further increase. The game company may have to invest more costs in overseas teams to recruit new personnel. Gushing channels.

Article source: Game dog

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