Keep a bought app separate and sell one subscription for both apps

David Barnard… are the unlocks we're going to see. And then I'll be interviewing Michael Ribero from Condé Nast at App Growth Annual next month. And this is something they're doing, is bundling subscriptions across their products. After somebody subscribes, offering physical goods. There's so many ways to build up those LTVs, not just with consumables, not just with ads, not just with rewarded ads, not just with... There's just so many ways to make that work.

David BarnardAnd then, to our earlier conversation about Strava and Runna, it seems like what they're doing, when Strava initially acquired Runna, I was like, "Oh, it makes so much sense. They bought a really amazing team. They're going to incorporate all these amazing Runna features into Strava. Oh, yeah, brilliant." And then three, six months later, you start seeing them do subscriptions that get access to both products. And it's like, "Wait a minute. They're looking at this as a portfolio play where they have Runna standing on its own and bundle in Strava, and maybe..." I actually hadn't looked specifically whether they're doing that at a higher price point or just using it to acquire more subscribers because you're giving more value by giving them both. But I think there's just so many creative ways that this industry is going to grow over time by layering on different forms of monetization.

Josh PelegYeah. And let's try and distill that down into one action item for the app founders listening, because I always try and do that, because otherwise, there's just so much data coming at them. The one action item is what's the easiest, lowest-hanging fruit in order to use either rewarded ads or one-time purchases in your app. The answer is just to build an economy, to introduce a soft currency, which is gaming slang for a way of building an economy …