#13: Monetization with Yoann Deshaies

Mobile App Makers

Today I talk with Yoann Deshaies, a mobile app monetization expert who’s currently working as a product manager at Purchasedly, a company dedicated to building and optimizing in-app subscription funnels for developers and corporations. Yoann has been in the field of apps for a long time, beginning first as a developer and then moving across to roles in-app products, where he aims to understand app user needs.
Yoann used to work as a product manager at the popular dating app Happn. He joined Happn shortly after they switched from an advertising to a subscription model of revenue generation, which changed both the app and the business strategy. Yoann walked me through some of the considerations Happn had to take into account because of this switch, from localizing pricing models to the complexity of in-app purchases. Despite the extra work, Yoann outlines the advantages that come with a subscription-based app, from developing a better relationship with mobile app users to greater engagement and retention. Furthermore, auto-renewal subscriptions can be a great way to generate profit from the app, especially with family plans. Yoann also shared the top tip he would give to any CFO considering switching to a subscription app model, which is definitely worth listening to.
This episode of Mobile App Makers is a great way to get thinking about how you can maximize the profits from your mobile app, and includes a lot of useful insights about what this business model will mean for your app development.

=============Bio===============

Yoann has unique experience in the dating apps industry. At Happn, he took responsibility for two crucial topics for a successful app: activation and conversion. He faced the challenges of that highly competitive market to bring Happn to the Top 3 french leading apps in terms of revenues. Prior to that, Yoann spent several years as a test engineer and a product owner on the customer portal for major carrier companies in Europe: Bouygues Telecom and Orange. He is now bringing all those Product Management skills and In-App Monetisation expertise to Purchasely build exclusive features and helping premium customers get the most out of it.
LinkedIn: https://www.linkedin.com/in/yoanndeshaies/
=============Timestamps===============
[00:49] Yoann introduces himself and talks about how he got into app monetization
[01:32] Why did Happn switch from an advertising to a subscription revenue model?
[02:42] Why is a subscription model better than a single-purchase app?
[03:59] Yoann’s number 1 tip for switching to a subscription app model
[05:24] The downsides of in-app purchases in subscription model apps
[07:25] Localizing subscription apps for different markets
[10:07] How will family sharing affect in-app purchases on the Apple App Store?
[13:19] Where to find out more about app monetization and Yoann
=============Links==============
Yoann on LinkedIn
Purchasedly blog
Mobile App Makers podcast website
Happen