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Meta owned Facebook wants to be the new ‘App store’ for people in European Union.

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Meta owned Facebook is the new App store
Meta

Meta may be strategizing against “App stores” by utilizing EU’s Digital Markets Act enabling residents to access downloads via Facebook.

Meta, formerly known as Facebook, is devising a strategic move that could potentially challenge the dominance of Google and Apple’s app stores. The company intends to allow users in the European Union (EU) to directly download applications through Facebook ads. While this initiative is still in the early stages, with plans to commence as a pilot program later this year, Meta envisions leveraging the recently introduced Digital Markets Act (DMA) to explore this opportunity further.

The DMA, anticipated to be enforced in the forthcoming spring, encompasses regulations that designate Apple and Google as “gatekeepers” in the mobile app ecosystem. Consequently, these tech giants are mandated to facilitate alternative avenues for downloading applications on their respective mobile platforms. In light of these regulations, Meta perceives a viable opening to venture into this domain and potentially disrupt the existing dynamics of app distribution.

Facebook can be the new App store.

The upcoming initiative entails partnering with a select group of Android app developers, who will participate in the pilot program. By allowing users to directly download applications through Facebook ads, Meta aims to enhance the accessibility and convenience of app acquisition, circumventing the need to rely solely on the established app stores controlled by Google and Apple. This strategic move positions Meta as a prospective competitor to these industry titans, aiming to diversify the options available to EU users seeking to download applications.

More choices amplify competition in the industry:

It is worth noting that Meta’s endeavor aligns with the broader trend of regulatory efforts aimed at fostering competition within the tech industry. The DMA seeks to introduce a fairer playing field, enabling innovative solutions to thrive and reducing the reliance on dominant platforms. Meta’s plan to offer an alternative method of app distribution reflects the evolving landscape of digital markets, where increased competition and consumer choice are pivotal drivers of progress.

As Meta embarks on this new path, it will be intriguing to observe how its foray into app distribution evolves. The success of this pilot program will undoubtedly influence the company’s future endeavors and potentially shape the dynamics of the app ecosystem in the EU. With the DMA poised to take effect in the near future, the stage is set for Meta to explore this untapped opportunity and establish itself as a noteworthy player in the realm of app distribution, challenging the established reign of Google and Apple.

Although Google has put in place restrictions that make it difficult for consumers to install programmes from sources other than the Play Store, Android technically permits sideloading. In-app payment and licensing integration with the Play Store is one of these tactics, and anytime a user tries to download an Android app from a different source, they are confronted with ominous warnings. However, Meta, formerly known as Facebook, seems to believe that the Android platform is a better choice than Apple’s iOS for its initial testing phase.

Meta owned Facebook wants to increase conversion rates:

The idea behind Meta’s proposal to the pilot program’s developers is that by hosting their Android apps on Facebook and allowing users to download them without being forwarded to the Play Store, they will see an increase in conversion rates for their app install advertisements. Meta does not yet intend to take a portion of the in-app money made by the participating apps. As a result, developers taking part in the pilot programme are free to use the billing methods of their choice.

A spokeswoman for Meta, Tom Channick, said in a statement that the firm has stated its goal to assist developers in disseminating their applications and emphasised the importance of providing more options in order to promote competition in this market. We’ve long been interested on easing the distribution of apps by developers, and the inclusion of other alternatives would stimulate further competition within this arena, Channick said in an email confirming the proposal. It is essential that developers have access to easier ways to connect with their target market. Google, on the other hand, didn’t respond to the request for comment.

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