[Huawei Developers] Martin Bieber:
Last year saw a growing increase in consumer demand for online recreation – a trend that continues to surge in the early months of 2021. In line with this market development is the increasing popularity of entertainment app downloads, with Spanish media app ATRESplayer PREMIUM being one of the platforms to experience record-breaking growth because of it. However, alongside its ever-growing popularity, the media giant leading communication group in Spain and the only audiovisual company with key positions in all the sectors in which it operates (television, radio, internet, cinema, production for third parties and training), also faced equal challenges due to the sudden influx of daily views and members.

ATRESplayer PREMIUM has seen an increase in both new monthly users and online streamers since September 2020. Despite the large userbase of Huawei’s Mate30 and P40, however, problems arose when Huawei Mobile Services (HMS) customers discovered they could only access the basic functions of the Spanish media player. As ATRESplayer PREMIUM’s online viewing number continued to grow steeply, the site’s online capacity began to dwindle, leaving viewers with frozen screens and crashing internet platforms.

To maintain their reputation and commitment to their new users, ATRESplayer PREMIUM needed a solution to enhance its user experience. Doing so was sure to increase the platform’s user retention rate and overall conversion rates.

View attachment 5250331​

Since addressing these issues, ATRESplayer PREMIUM has committed to bringing the ultimate user experience with diversified creative and premium news and recreational content for its users. How? The platform chose to collaborate with Huawei. By integrating with the open capabilities provided by HMS Core, ATRESplayer PREMIUM was able to successfully enhance and smoothen the viewing experience based on innovative technologies, boosting its user retention rate.

Secure and efficient login with one tap

Before the partnership, users needed to provide an email address, telephone number, nickname, and more to sign up to ATRESplayer PREMIUM. As well as going through a cumbersome sign-up process, users worried about the possibility of an information leak. ATRESplayer PREMIUM chose to prioritize user experience when integrating with the HUAWEI Account Kit which enables one-tap sign-up and sign-in. This function also supports multi-device synergy, meaning users can sign into multiple devices at the same time. Not only has the entire sign-in experience improved, boosting the ATRESplayer PREMIUM’s conversion rate, but app developers have also saved money on SMS as verification codes are no longer needed. The partnership also integrated ATRESplayer PREMIUM with HUAWEI ID which was awarded with the European Privacy Seal (EuroPriSe) certification. The certification ensures that HUAWEI ID protects users’ privacy and data with advanced industry-standard protection technologies and measures available, giving users a peace of mind when using ATRESplayer PREMIUM with AppGallery.

Real-time push for more active users

As more users turn to ATRESplayer PREMIUM for movies, TV shows, and broadcasting programs, they have demanded more from the likes of series updates, live-streaming alerts, news broadcasting, and hot headlines. Considering this, ATRESplayer PREMIUM chose to integrate with the HUAWEI Push Kit to deliver relevant updates and alerts to be displayed on users' devices without the app running in the background. The developer is able to push the latest content updates and relevant messages promptly, delivering to 99% of the users within ten minutes. This has effectively helped ATRESplayer PREMIUM in establishing a good connection with users and improving user perception and activity.

All-round analysis for prompt optimization

A surge in new users is unavoidable and the influx led to some users experiencing video freezing and crash issues when using the ATRESplayer PREMIUM platform. To understand the causes and promptly resolve the issues, ATRESplayer PREMIUM has integrated HUAWEI Analytics Kit to collect crash events, analyze them, and identify the problems under different scenarios to eventually tackle them.

Breeding success through intimate collaboration

The collaboration between ATRESplayer PREMIUM and Huawei extends beyond a technical partnership, having joined forces for two major joint marketing campaigns since last year. The first collaboration was a Christmas campaign between December 18th and 31st that wound up a resounding success for the developer, and the two companies are currently working together on an International Cat Day campaign which runs till March 5th.

ATRESplayer PREMIUM was promoted heavily to AppGallery users in Spain for the two campaigns, leveraging Huawei’s extensive marketing capabilities. Reciprocating Huawei’s commitment, the developer offered AppGallery users added value when they download the app through the platform. This includes a 10% discount on its ATRESplayer PREMIUM service as well as an exclusive promotion for AppGallery users to win up to 6 months of it. This was the first time the developer offered such a generous promotion deal, underlining the level of trust the company has for Huawei and AppGallery.

ATRESplayer PREMIUM saw its average daily download figures during the Christmas campaign surpass November’s figure by more than 260% which then helped the developer beat its previous month’s monthly downloads by over 65%. Inspired by Huawei’s marketing prowess and dedication, ATRESplayer PREMIUM is actively exploring more ways to extend its partnership with AppGallery.

About AppGallery – One of the Global Top 3 App Marketplaces

AppGallery is a smart and innovative ecosystem that allows developers to create unique experiences for consumers. Our unique HMS Core allows apps to be integrated across different devices, delivering more convenience and a smoother experience – and this is part of our wider "1+8+N" strategy at Huawei.

Our vision is to make AppGallery an open, innovative app distribution platform that is accessible to consumers, and at the same time, strictly protects users' privacy and security while providing them with a unique and smart experience. Being one of the global top 3 app marketplaces, AppGallery offers a wide variety of global and local apps across 18 categories including navigation & transport, news, social media, and others. AppGallery is available in more than 170 countries and regions with over 530 million monthly active users. Huawei has partnered with 2.3 million developers across the globe, and the total downloads from AppGallery have reached 384.4 billion times within 2020.

About HMS Core – Comprehensive Ecosystem Building Blocks Empowering App Development

HMS Core offers a rich array of open device and cloud capabilities, which facilitate efficient development, fast growth, and flexible monetization. It enables global developers to pursue groundbreaking innovation, deliver next-level user experience, and make premium content and services broadly accessible.