虽然手机应用的内置付费模式起步较晚，但应用市场分析公司Bango最近的预测显示，这种模式在手机应用市场的营收比例有望从当前的5%，增长到明年的30%。

据游戏邦了解，原先另一家市场调研公司Juniper Research预计，应用内置付费模式将在2013年超过付费下载模式，成为手机游戏市场的主流营收模式。

bango-website

Bango认为，这种现象的出现，很大程度上得益于智能手机市场的不断发展。据该公司市场营销传播经理Vanessa Daly所称，目前大部分应用商店尚不支持应用内置付费模式，但为了创造更多营收，应用商店已经开始尝试采纳这种新模式。比如RIM就已经在9月份宣布将从2011年初开始支持应用内置付费功能。

相信随着市场竞争的加剧，将有更多应用商店采纳这种营收模式；另外，除了具有内置付费功能的产品数量会不断增长，应用内置付费方式也会更加灵活多变。

Daly还表示，“最近一段时间，视频音频、游戏、新闻和警报等常规应用的开发商、发行商，都准备通过添加应用内置付费功能创造更多营收。这种按每次游戏、每段视频或每个页面收费的方法，将提供更多新的发展机遇。”

需要说明的是，Bango自己也十分希望这种营收模式可以被开发商广泛采用，因为该公司最近还推出了一套适用于多个智能手机平台的应用计费服务系统。（本文为游戏邦/gamerboom.com编译，转载请注明来源：游戏邦）

In app billing to account for 30% share of mobile revenues in 2011 reckons Bango

Titles sporting in app purchases might have had a slower start than many expected, but next year will see them break through into the mainstream, mopping up almost a third of the market.

That’s the assessment made by analytics firm Bango, with the company predicting the 5 percent share the model currently accounts for will rise by 600 percent to a 30 percent portion in 2011.

In comparison, Juniper Research predicted that in-app purchases would overtake paid downloads as the largest part of the mobile games market in 2013.

Marketplace momentum

It’s a rise that Bango claims will be largely down to a change in the set up adopted by smartphone marketplaces.

“Most [app stores] don’t offer the functionality to enable payments from within the app,” said Bango’s marketing communications manager Vanessa Daly.

“But this limitation is starting to be lifted as app stores experiment to drive more revenue. RIM announced in September in app billing support in early 2011, for example.”

It’s the increased competition between the various marketplaces sporting an in app model that will then fire their collective assent.

Not only will the sheer number of apps with in app billing increase, but the variety of ways such purchases will be delivered will also broaden.

Buoyed Bango

“Near-term the developers and publishers who monetise regular use of the app – streamed video and audio, games, news and alerts – will most readily capitalise on in-app payment features,” added Daly.

“Here, the ability to charge per play, per video or even per-page, opens up many new possibilities.”

Of course, Bango has a vested interest in the in app purchase model being adopted by developers. The company currently offers its own billing service, available across multiple smartphone platforms.（source:pocketgamer）