Time to wise up to Freemium

The recent case of a £1,700 Zombies vs Ninja bill should be a wake-up call for how ruthlessly children are being used as cash cows.

“That will be £699.99, please.”

For all the criticisms I have of Apple, one of the things they got right was the App store. They weren’t first people to use this model (Linux distros had already used this approach for years), but they did pioneer mainstream adoption. This has brought a lot of benefits: software installed through repositories such as App Stores easily remains up to date, you don’t have to search on the internet to find the program you’re after (and therefore little danger of accidentally installing a spiked program masquerading as the one you’re after), and it’s easy to remove anything you don’t like (as opposed to hoping the program came with a working uninstall mechanism). It’s also opened up the market on paid apps beyond the big players, and pushed down prices; no more will we be forking out £29.99 for very basic games. On the whole this has been a major step forwards.

Not everything about it has been welcomed. There are quite a few iffy questions about Apple and Windows 8’s over-zealous vetting policies, which I’ve discussed before. But lately I’ve seen a new breed of programs coming to App stores which I think needs questioning. These are known as “Freemium”, and these apps, usually games, are free to download. But if you want to advance in the game, you have to pay real money to receive in-game power-ups. Let’s make this clear: it is nothing like the old model of a free demo version or a paid full-version – they make their money from customers who pay for upgrades again, and again, and again. Freemium advocates might argue that if you want to be a football champion, you have to spend money on a decent kit and training, but I don’t agree. This is cyber-land, where “training” and “kit” is merely changing a few ones and zeros in your favour, and unlike real training and kit this costs nothing to make. I would rather liken this to an owner of a cricket pitch charging you extra for bowling overarm.

A harsh lesson for Facebook

As expectations for a free internet increase, more novel ways have to be found to make money. Instagram is a prime example of how not to do it.

“Hello John. You only did six Facebook Status Updates yesterday. Why don’t you buy
the new iThing plus max supreme, with new Facebook infinity plugin included?”

There’s a famous scene from the Stephen Spielberg classic Minority Report depicting a possible future of advertising. In the film, whenever our hero John Anderton enters shopping centre, the nearest advertising billboard scans his irises and says “You, John Anderton, need a holiday / designer jacket / ticket to the Superbowl.” (And when he gets a new pair of eyes on the black market, the adverts change to “You, Mr. Yakamoto, need a holiday / designer jacket / ticket to the Superbowl.”)

Like most science fiction films, it sought to portray an uncomfortable vision of the future, in this case one with scant disregard for civil rights or privacy. However, it appears that the advertising industry completely missed the point and thought Mr. Spielberg was portraying a rosy future where hard-working businesses can sell more products to consumers through a “relevant adverting experience”. At least, this would explain the logic behind those internet adverts of “57-year-old [Insert location you are accessing internet from] Mom looks 27 – click here to discover her secret”. It would also explain why, when you look at one website, the adverts of that product keep following you to other sites – an action I find comparable to sales reps from Boots following you into Debenhams and Costa to pester you into buying the shampoo you were vaguely browsing.

They haven’t quite reached the technology needed to do full Minority Report -style advertising, but recently a photo-sharing site decided it would join in the fun. Yes, following its recent acquisition by Facebook, Instagram helpfully informed its customers, somewhere in its new terms and conditions, stating that in one month’s time they’d have the right to use your photos for any advertising they want One problem: in most cases, it’s not just the consent of the uploader you need: you also need the consent of the photographer (who is not necessarily the uploader) and for adverts you really need the consent of the people in the photos too. So really the only practical legal way they could use this is to use people’s photos as personalised adverts directed at them. Not sure what they had in mind – maybe “If you liked these hills, you’ll love the hills in Bratislakislavia which you can now reach with cheap flights from us. Click Here.” Anyway, we’ll never find out what their plans were because a massive backlash forced them into a U-turn.

Where's H. G. Wells when you need him?

Is advertising really legalised lying? In cyberspace, it seems, the answer is still yes.

Bad and wrong. But is this coming to YouTube?

Okay, I’m back. Sorry about my long period of absence from this blog. Much as I enjoy a blog on software testing, actual software testing got in the way and I’ve been super-busy for the best part of two months. But this work has finally come to a close so I can now get back to this. And the thing that I’ve wanted to get off my chest for the last two months is a pet hate to many people: internet advertising. Yes, I can hear you all now going "Oh God, I hate those things".

I’ll start with an obvious defence: if we want an internet, we need ads. Some websites, such as this one, are done by people in their spare time (which can be sporadic, as this one has just shown), whilst others, such as BBC News, are funded by other means. But for many sites, somebody has to be paid to create the content, and the only source of revenue is from the website itself. Even ad-free sites can depend on adverts. This blog, for instance, has no adverts, and I want to keep it that way, but I’ll admit that Blogger would never have developed the blogging tools and hosted the blog for free without the cut Google gets from adverts on other blogs they host. There are some interesting suggestions for online micro-payments as an alternative to ads or subscriptions, but there is little interest in making this a reality. Like it or not, adverts are just as much a part of the internet as they are to ITV.