In 2024, OEM Android will be an interesting player in app marketing strategies. This article explores how OEMs offer a distinct advantage in app promotion by integrating apps directly into their devices.
You’ll learn about the specifics of how OEMs influence app usage, user experience, and the broader app market. We’ll mention how OEMs impact app visibility, engagement, and overall marketing strategy.
What Is an OEM?
Original Equipment Manufacturer (OEM), a term frequently mentioned in the smartphone industry, refers to companies that create and produce their own devices within their facilities.
In the context of app marketing, OEM can also offer unique opportunities for app promotion. These companies can integrate apps directly into their devices, providing an effective marketing channel.
This direct involvement in both manufacturing and app distribution allows OEMs to have substantial control over the marketing process, ensuring that apps reach users efficiently right from the first use of the device.
The Connection Between OEM Android and App Usage
The integration of OEM influences app usage patterns and preferences. By customizing the Android OS, OEMs can offer unique features and pre-installed apps, which affect user choices and behavior.
Below, you can see the targeting possibilities available with app OEM marketing:
- Device type or model
- Previous engagement
- Other apps installed
Key Influences of OEM Android on App Usage
- Pre-installed Apps: Many OEMs include pre-installed apps on their devices, steering users towards certain services and functionalities.
- Custom Features: Unique features developed by OEMs can lead to a preference for certain types of apps that synergize with these features.
- User Experience: The way OEM Android is designed significantly impacts how users interact with their devices and apps.
The Role of OEM Advertising in the App Market
OEM advertising has emerged as an interesting and helpful tool in app promotion, offering a direct and effective way to reach potential app users. This form of advertising is particularly potent due to its integration with the device itself.
Table: Comparison of Traditional vs OEM Advertising
|Varies based on the platform
|Integrated with the device
|Based on user data and behavior
|Leveraging OEM data
|Depends on the platform’s credibility
|Mostly high due to OEM association
|Can be intrusive
|Often less intrusive
What is an ODM and How Does It Differ from an OEM?
While OEMs (Original Equipment Manufacturers) are well-known in the smartphone industry for designing and manufacturing their own devices, ODMs (Original Design Manufacturers) represent a different approach. ODMs manufacture devices that are then branded and sold by other companies.
- ODM Approach: These manufacturers often produce devices in large quantities, which are then rebranded by their purchasing companies.
- White-labeling: This process is commonly known as “white-labeling,” where the end product is sold under different brand names.
- Design and Branding: OEMs design their own devices and sell under their brand, while ODMs manufacture devices designed by others for rebranding.
- Quality Control: OEMs typically have more stringent quality control as they manage both design and manufacturing.
- Market Presence: OEM products are often associated with innovation and brand loyalty, whereas ODMs focus on mass production for various brands.
The Implications of OEM and ODM for Consumers
The choice between an OEM and an ODM device can impact the consumer experience.
Considerations for Consumers
- Quality and Reliability: OEM devices often offer higher quality and more reliable performance due to better quality control.
- Software Updates and Support: OEMs usually provide more consistent software updates and customer support.
- Cost: ODM devices may be more affordable, but this can come at the expense of quality and support.
Benefits of OEM Advertising
OEM advertising is emerging as a strategic choice in app marketing, known for its user-friendly approach and effective reach. It’s a key player in expanding market presence, especially in rapidly growing regions like Asia, LATAM, and CIS, and increasingly in Europe.
Advantages of OEM Advertising
- Access to a Wider Audience: OEMs offer a unique opportunity to pre-install device apps through their agreements with mobile carriers and device manufacturers. This broadens the reach, making it easier for apps to gain visibility in a competitive market.
- Higher App Install Rates: Data indicates that pre-installed apps enjoy significantly higher install rates. For instance, pre-installed apps can have an install rate as high as 38%, compared to just 2% for non-pre-installed apps.
- Cost-Effective User Acquisition: With lower cost-per-install (CPI) rates, OEM advertising can be a more budget-friendly option than traditional advertising methods.
- Boosted Brand Awareness: Leveraging the trust and recognition associated with the OEM’s brand, pre-installed apps can enhance brand awareness and recall, which is particularly valuable for new or expanding apps.
Interested in integrating OEM into your app marketing strategy? Look no further – our OEM services are tailored to meet your needs.
Challenges in OEM Advertising
While OEM advertising holds significant potential, it also comes with some challenges that must be considered.
Balancing User Experience and Advertising
One of the challenges in OEM advertising is finding the right balance between user engagement and advertising. Ads need to be effective without being obtrusive or negatively impacting the user experience.
- Solution: Adopt a user-centric approach. This involves creating ads that are not only visually appealing but also relevant and engaging to the user. Implementing interactive ads or ads that seamlessly integrate with the device’s interface can enhance user engagement without compromising the user experience.
Maintaining Relevance and Quality
Another challenge is ensuring the advertising content remains relevant and high-quality, mainly since it reflects the OEM’s brand reputation.
- Solution: Implement quality control measures. Regularly review and update ad content to maintain relevance to the target audience. This might involve conducting frequent market research to understand changing user preferences and updating ad content accordingly.
Considering Paid User Acquisition (UA)
App marketers should also consider paid User Acquisition (UA) as an alternative to OEM advertising. While OEMs offer cost-effective options, the benefits of paid UA, such as advanced targeting, better monitoring capabilities, and faster Return on Ad Spend (ROAS), can strengthen the ability to reach desired audiences more effectively.
See how we can help you in your paid UA efforts. Contact us today.
Adapting to Different OEM Platforms
Each OEM platform may have its own set of specifications and requirements.
- Solution: Develop a flexible and customizable ad campaign strategy. This could mean designing ads with adjustable elements that can easily be modified to fit various OEM specifications.
Advertising Opportunities Through OEMs
Reaching beyond the traditional channels like Meta and Google, consider OEMs for new opportunities. OEMs and providers offer a fresh perspective, and with REPLUG’s assistance, you can make the most of these opportunities.
Some of the OEM options:
- Vivo: Connect with 70 million devices, with users interacting an average of 6 times daily.
- Samsung: Engage an audience of 100 million devices, with an impressive average of 9 daily interactions.
- Huawei: Expand your reach beyond Google’s ecosystem through Huawei App Gallery’s integrated advertising solutions.
- Xiaomi: Access 227 million devices globally, with users interacting more than 20 times daily.
- OPPO: 50 million devices globally, offering a secure and scalable model, including cost-per-installation options.
It’s clear that the impact of OEMs in the smartphone industry is profound and multifaceted – from shaping the app economy through innovative OEM advertising strategies to defining Android devices’ quality and user experience.
Moreover, OEMs are vital in determining the quality and user experience of Android devices. They set standards in both hardware and software, affecting how consumers use and perceive their smartphones. This aspect of OEMs’ impact is crucial in a market where user expectations and technology are constantly changing.
Therefore, understanding the role of OEMs is essential for consumers making purchasing decisions and businesses looking to leverage these platforms for app promotion.
Looking for a partner to help you make the most of OEMs? Contact our experts to access new user segments beyond conventional acquisition methods.
FAQs and Common Misconceptions
What exactly does OEM mean in the context of Android smartphones?
In the Android smartphone industry, OEM stands for Original Equipment Manufacturer. It refers to companies that design and manufacture their own devices in their own facilities, controlling the entire process from design to production.
How does an OEM Android device differ from a regular Android device?
An OEM Android device is typically characterized by the unique customizations and features that the manufacturer adds to the standard Android operating system. These can include exclusive apps, user interface tweaks, and special hardware integrations.
Are OEM Android devices better than non-OEM devices?
“Better” is subjective and depends on individual preferences. OEM Android devices often offer unique features and a more integrated user experience, but they may also come at a higher price compared to non-OEM devices.
Can OEM Android devices receive regular Android updates?
Yes, OEM Android devices receive regular Android updates. However, the timing and frequency of these updates can vary depending on the manufacturer’s policies and the specific model of the device.