{"id":2063,"date":"2014-03-18T09:16:20","date_gmt":"2014-03-18T08:16:20","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=2063"},"modified":"2020-06-22T11:27:00","modified_gmt":"2020-06-22T09:27:00","slug":"apps-gratuitas-pago","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/","title":{"rendered":"Apps \u00bfgratuitas o de pago?"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-4093939739\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/\" data-essbisPostTitle=\"Apps \u00bfgratuitas o de pago?\" data-essbisHoverContainer=\"\"><p>Cada d\u00eda vemos que se lanzan miles -igual exagero pero no lo creo- de apps, aplicaciones para sistemas operativos m\u00f3viles, como pueden ser <a title=\"android\" href=\"http:\/\/www.android.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Android<\/a>, <a title=\"ios\" href=\"http:\/\/www.apple.com\/es\/ios\/\" target=\"_blank\" rel=\"noopener noreferrer\">iOS<\/a>, Blackberry OS, <a title=\"windows phone\" href=\"https:\/\/www.windowsphone.com\/es-es\" target=\"_blank\" rel=\"noopener noreferrer\">Windows Phone<\/a>, y alguno seguro nos dejamos en el tintero.<\/p><div class=\"blogs-contenido\" id=\"blogs-2318396777\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<p>Pero cu\u00e1ndo se lanza una app al mercado, \u00bfdebe ser gratuita o de pago? Esa es la gran pregunta que nos vamos a plantear.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Antes_de_lanzar_una_app_debemos_saber_que_nos_reportara\"><\/span><b>Antes de lanzar una app, debemos saber qu\u00e9 nos reportar\u00e1<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab52c9a22ba2\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab52c9a22ba2\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/#Antes_de_lanzar_una_app_debemos_saber_que_nos_reportara\" >Antes de lanzar una app, debemos saber qu\u00e9 nos reportar\u00e1<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/#%C2%BFPor_que_la_reaccion_ante_%C2%ABcobrarnos%C2%BB\" >\u00bfPor qu\u00e9 la reacci\u00f3n ante \u00abcobrarnos\u00bb?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/#%C2%BFEntonces_donde_esta_el_problema\" >\u00bfEntonces d\u00f3nde est\u00e1 el problema?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/#Diferenciacion_entre_%E2%80%9Cgratis%E2%80%9D_y_%E2%80%9Cde_pago%E2%80%9D\" >Diferenciaci\u00f3n entre \u201cgratis\u201d y \u201cde pago\u201d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/#Los_usuarios_quieren_soluciones_aunque_sea_pagando\" >Los usuarios quieren soluciones, aunque sea pagando<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>\u00bfCu\u00e1ntas veces se ha visto que lanzar una app \u201cgratis\u201d ha terminado en fracaso? No por su viralidad y n\u00famero de usuarios, sino porque ha sido necesario \u201cmonetizarla\u201d para la supervivencia del negocio, entonces ya no ha habido marcha atr\u00e1s.<\/p>\n<p>Despu\u00e9s del revuelo e indignaci\u00f3n por parte de una amplia mayor\u00eda de usuarios de una las apps m\u00e1s extendidas, <a title=\"whatsapp\" href=\"http:\/\/www.whatsapp.com\/?l=es\" target=\"_blank\" rel=\"noopener noreferrer\">Whatsapp<\/a>, podemos tomarlo como ejemplo y hacer una reflexi\u00f3n en voz alta e intentar ver las cosas desde una perspectiva diferente para buscar una idea objetiva de lo que hacer.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"%C2%BFPor_que_la_reaccion_ante_%C2%ABcobrarnos%C2%BB\"><\/span><strong>\u00bfPor qu\u00e9 la reacci\u00f3n ante \u00abcobrarnos\u00bb?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Gran parte de la viralidad de la app fue precisamente la \u201cgratuidad\u201d del servicio.<strong> Sustituy\u00f3 por completo al SMS<\/strong> por una herramienta que nos daba un formato de conversaci\u00f3n como si de un chat se tratase<strong> y adem\u00e1s \u201cgratis\u201d<\/strong>.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-2072246423\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"%C2%BFEntonces_donde_esta_el_problema\"><\/span><b>\u00bfEntonces d\u00f3nde est\u00e1 el problema?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Escogieron posiblemente una buena pol\u00edtica de introducci\u00f3n del producto, queriendo sacar provecho de plataformas como Android Market (ahora <a title=\"google play\" href=\"https:\/\/play.google.com\/store\" target=\"_blank\" rel=\"noopener noreferrer\">Google Play<\/a>) para conseguir mercado y reconocimiento de marca, pero plantearon <strong>una err\u00f3nea pol\u00edtica de fijaci\u00f3n de precios. <\/strong><strong>Recordamos que para iOS la app ten\u00eda un precio de descarga de 0,79 \u20ac, mientras que para Android era gratuita<\/strong>. Ese error ha producido ahora tal rechazo y sacamos las conclusiones de qu\u00e9 pol\u00edtica de precios debemos trazar con una app.<\/p>\n<p><strong>&nbsp;<\/strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Diferenciacion_entre_%E2%80%9Cgratis%E2%80%9D_y_%E2%80%9Cde_pago%E2%80%9D\"><\/span><strong>Diferenciaci\u00f3n entre \u201cgratis\u201d y \u201cde pago\u201d<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-1977 alignleft\" style=\"margin-left: 10px; margin-right: 10px;\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/02\/social_media.jpg\" alt=\"Autor: jasonahowie\" width=\"336\" height=\"224\" srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/02\/social_media.jpg 800w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/02\/social_media-300x199.jpg 300w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/02\/social_media-660x440.jpg 660w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/02\/social_media-720x480.jpg 720w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/02\/social_media-360x240.jpg 360w\" sizes=\"auto, (max-width: 336px) 100vw, 336px\" \/><\/p>\n<p>1\u00ba) <strong>La app ser\u00e1 \u201cgratuita\u201d<\/strong> <em>si es un servicio complementario de valor a\u00f1adido<\/em><\/p>\n<p>2\u00aa)<strong> La app ser\u00e1 \u201ccobrada\u201d<\/strong> <em>al usuario porque es el \u201ccore\u201d del producto o servicio.<\/em><\/p>\n<p>Whatsapp es un \u201ccore\u201d, un servicio que genera gastos directos con infraestructuras y personal detr\u00e1s, no da una soluci\u00f3n a\u00f1adida a un servicio o producto, por lo tanto es equivocado el planificar la gratuidad a una pol\u00edtica de introducci\u00f3n o relanzamiento si existen costes detr\u00e1s.<\/p>\n<p>Si la app fuese un servicio complementario o de valor a\u00f1adido, por ejemplo las app\u2019s bancarias para acceder a tus cuentas, estas deben de ser siempre \u201cgratuitas\u201d ya que el \u201ccore\u201d es el servicio bancario y la app no es la que genera ingresos para la empresa.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Los_usuarios_quieren_soluciones_aunque_sea_pagando\"><\/span><strong>Los usuarios quieren soluciones, aunque sea pagando<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Una soluci\u00f3n mixta podr\u00eda ser que, una app que es \u201ccore\u201d, fuese gratuita en formato de prueba y, transcurrido el tiempo pactado, se cobre por su utilizaci\u00f3n si el usuario quiere continuar utiliz\u00e1ndola.<\/p>\n<p>Debemos de tener muy claro que lanzar un app representa un coste, pero que el coste de mantenerla no repercuta en los ingresos directos del \u00abcore\u00bb.<\/p>\n<p>&nbsp;<\/p>\n<p><b>Las apps se reconocen como utilidades para hacernos mejorar nuestra interacci\u00f3n con marcas o productos. Pero si es la que genera ingresos, no se debe dudar en monetizarla.<\/b><\/p><div class=\"blogs-contenido_2\" id=\"blogs-561214429\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p>\u00bfY t\u00fa que opinas? \u00bfLas apps deben ser siempre gratuitas o hay que cobrarlas?<\/p>\n<p>&nbsp;<\/p>\n<p><strong>\u00bfTe ha gustado este post? \u00bfQuieres recibir antes que nadie todos nuestros art\u00edculos sobre <a title=\"marketing digital\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\">Marketing Digital<\/a>? Suscr\u00edbete a nuestro blog en menos de 1 minuto en la barra lateral derecha y s\u00edguenos en <span style=\"color: #0000ff;\"><a title=\"Facebook IMF\" href=\"https:\/\/www.facebook.com\/IMF.Formacion\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: #0000ff;\">Facebook<\/span><\/a><\/span> y <span style=\"color: #00ccff;\"><a title=\"Twitter IMF\" href=\"https:\/\/twitter.com\/IMFFORMACION\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: #00ccff;\">Twitter<\/span><\/a><\/span>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/\" data-essbisPostTitle=\"Apps \u00bfgratuitas o de pago?\" data-essbisHoverContainer=\"\">","protected":false},"author":9,"featured_media":2070,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[4,1],"tags":[66,268,194,65,56,70],"class_list":["post-2063","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online","category-sin-categoria","tag-android","tag-aplicaciones-moviles","tag-apps","tag-ios","tag-movil","tag-whatsapp"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Apps \u00bfgratuitas o de pago? - El blog de Marketing Digital<\/title>\n<meta name=\"description\" content=\"Cada d\u00eda vemos que se lanzan miles de app para m\u00f3viles. Pero, \u00bfdebe ser gratuita o de pago? Esa es la gran pregunta que nos vamos a plantear.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Apps \u00bfgratuitas o de pago?\" \/>\n<meta property=\"og:description\" content=\"Cada d\u00eda vemos que se lanzan miles de app para m\u00f3viles. Pero, \u00bfdebe ser gratuita o de pago? Esa es la gran pregunta que nos vamos a plantear.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog de Marketing Online\" \/>\n<meta property=\"article:published_time\" content=\"2014-03-18T08:16:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-06-22T09:27:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/03\/precio_apps.png\" \/>\n\t<meta property=\"og:image:width\" content=\"285\" \/>\n\t<meta property=\"og:image:height\" content=\"421\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Jordi Torregrosa\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/JordiTorregrosa\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jordi Torregrosa\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/\"},\"author\":{\"name\":\"Jordi Torregrosa\",\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/#\/schema\/person\/26d87eb890ed6d2fbe7ba7201a927738\"},\"headline\":\"Apps \u00bfgratuitas o de pago?\",\"datePublished\":\"2014-03-18T08:16:20+00:00\",\"dateModified\":\"2020-06-22T09:27:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/\"},\"wordCount\":604,\"commentCount\":2,\"publisher\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/#organization\"},\"image\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/03\/precio_apps.png\",\"keywords\":[\"android\",\"aplicaciones m\u00f3viles\",\"apps\",\"ios\",\"m\u00f3vil\",\"WhatsApp\"],\"articleSection\":[\"Marketing Online\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/\",\"url\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/\",\"name\":\"Apps \u00bfgratuitas o de pago? - El blog de Marketing Digital\",\"isPartOf\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/apps-gratuitas-pago\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/03\/precio_apps.png\",\"datePublished\":\"2014-03-18T08:16:20+00:00\",\"dateModified\":\"2020-06-22T09:27:00+00:00\",\"description\":\"Cada d\u00eda vemos que se lanzan miles de app para m\u00f3viles. 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