From incentivised downloads to personalised app recommendations.
Tapjoy has been a big story for most of this year, enjoying real success with a system that offers uses virtual currency as an incentive to get people to download apps.
But the app store owners – Apple, basically – don't like it, as they feel it skews their chart positions.
Now, Tapjoy appears to have recognised the challenge of persisting with such a high charged business model by switching its attention to a consumer-facing discovery-based model.
It has rebranded the http://www.tapjoy.com web site as its consumer-facing web property with a new logo, updated design and a new look.
At the heart of its reinvention is the Tapjoy personal app marketplace for iOS and Android, which has just gone into beta.
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The system is based on a user's likes and dislikes, the apps they’re currently using, the apps their friends are using, and other factors. Effectively, it takes all the data TapJoy has accumulated and re-focuses it on solving app discovery.
There's still a link back to the old advertising model in the form of Mobile Value Exchange. Here, users can select ads with which to engage for virtual currency or premium content.
“Smartphone and tablet users are clearly eager for a better way to find new apps,” said Mihir Shah, president and CEO of Tapjoy.
“We already touch a very large and very passionate community of mobile app consumers—with more than 35 million users—and we are proud to bring them something totally different from anything else out there.
"We’ve combined our personalised app recommendation engine and enormous app marketplace with social sharing and joint discovery features to create a unique and very personal app discovery experience.”
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