Users like an app. The app is free. They download it. After some time, say a few hours, a few days, a few weeks later they are bored with it. They uninstall the app. End of engagement.
Familiar story? Way of our life actually, repeated many times over in a month or months.
Markets are saturated.
Too many apps with small shelf lives.
A very small price window to earn something on the apps you develop after spending thousands of dollars developing them.
There simply are too many app developers trying to survive on ads alone while they offer their apps for free. App developers and app marketers are left scratching their heads. Sustainable models are the need of the hour. We need longer engagements of users with the apps. Apps need to live long to turn profitable for app publishers. For apps, therefore subscription business model is the best way forward to make regular and recurring revenue. There is now a shift in the way app business worked. From charging a one-time fee for apps publishers and developers are moving towards charging a recurring fee.