Meta wants to hit Google and Apple “where it hurts”

the metamain company Facebookplans to launch a new feature It will allow users in the European Union to download apps directly through Facebook adsbypassing the official app stores Google Which apple. This step is the result of the new regulation of the European Union, and Digital Markets Law (DMA), which aims to reduce the dominance of major technology companies and promote competition and innovation in the digital market.

The DMA is expected to go into effect in the spring of 2024 and will require technology companies designated as “gatekeepers” to allow third-party app stores and sideloading on their platforms. This means that users will be able to download apps from alternative sources, rather than relying solely on the official Apple App Store and Google Play.

something like this, Meta sees an opportunity to leverage its huge user base and become a competitive app distributor in Europe. It’s definitely an industry that “burns” both Apple and Google, because their digital stores are responsible for a large percentage of their total revenue.

For starters, Facebook plans to launch a beta program later this year with a handful of Android app developers who will be able to host their apps on Meta servers and allow Facebook users to download them directly from their ads. Meta hopes this will increase conversion rates for app install ads, as users won’t have to leave Facebook to go to another app store.

Meta also doesn’t plan to take a percentage of the app’s revenue, at least initially, giving developers more freedom and flexibility when it comes to billing systems.

“We’ve always been interested in helping developers distribute their apps, and new options will add more competition to this space. Developers deserve more ways to easily get their apps to the people who want them.”Tom Chanick, a Meta spokesperson, said in a statement emailed to: the edge.

Obviously, the Meta plan is likely to encounter resistance from Google and Apple, which currently control the majority of the market and charge a 30% commission on in-app purchases. But Meta is not the only company that wants to take advantage of the new European legislation. For example, Microsoft also announced in March that it plans to launch its own App Store for games on iOS and Android devices next year.

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