Google launched a new system to identify fraudulent apps that plague the Play Store and to potentially declutter its discovery systems.
The enhanced release, announced Monday, will target developers that attempt to manipulate the placement of their apps via fake reviews, fraudulent installs, and incentivized ratings. This can affect the way other apps are rated and discovered by users, impacting the overall experience for Android developers and end users alike.
Keeping the Play Store fair and easy to use will be integral for both developers and end users:
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It lifts developers' chances of getting their apps seen. Apps that use nefarious methods to boost their positioning in the Play Store, such as through false reviews and installs, can hinder legitimate developers' chances of having their apps discovered. This will become an even bigger problem as more apps flood the smartphone market. Already, the Play Store has more than 2 million apps, up from 1.6 million apps in 2015.
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It could boost the user experience. Developers that violate Google's store policies with fake reviews and download numbers could see their apps rated higher than legitimate apps. This could result in users downloading apps that don't live up to their reviews, install numbers, and ratings, negatively affecting the overall app experience.
This is just the latest enhancement Google has made to improve the Play Store experience.For example, as of March 2015, the company systematically reviews app submissions using algorithms and employs an internal team of reviewers to check for policy violations. Before that, Google took a lightweight approach to app reviews, allowing most apps to go live without any editorial oversight.
The problem of app developers using fraudulent means to boost their chances of being downloaded is not a new phenomenon. Apple, too, suffers from this problem as its app developers attempt to get a piece of the multi-billion dollar app market. In 2016, the global app market is projected to generate around $52 billion. This is expected grow at an annualized rate of 18% through 2020 to reach $102 billion in revenue globally, according to App Annie.
However, a number of issues, primarily driven by app discovery, mean that a massive chunk of this revenue goes to just a few large players; around 60% of developers make less than $500 each month, according to VisionMobile. To help mitigate the potential damage these fraudulent app developers risk, app vendors like Google and Apple need to create a more even playing field that provides developers the ability to generate meaningful revenue.
Cutting through the noise of an overcrowded app market is critical for any app developer looking to build a viable user base. There are now well over 3 million apps available across the world’s five largest app stores. Delivering the right product to the right audience at the right time in this environment is imperative to the success of any app.
The challenge of marketing an app effectively has made app-install ads — an ad unit that directs users to download a mobile app — an essential tool for developers seeking to stand out in the Google Play and Apple app stores. This is why it's not surprising that more marketers are using paid channels to drive downloads than ever before. In fact, over 80% of respondents in a survey of the top 100 grossing mobile app developers noted they plan on increasing their spend on app-install ads in 2015.
- Business Insider