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AppCoinsRedesigning the Ap Economy The first ICO serving 20 milion users Version 0.52 December 14, 2017 White paper | ApCoins 1 Abstract The ap economy has thre main problems 1. Advertising. Relies on many inefficient middlemen, increasing the cost of user acquisition for ap developers, reducing transparency and generating fraudulent transactions. Nowadays, only 4 of the ap downloads are trigered by advertising. 2. App monetisation and in-app purchases IAP. Stil not masified and can be costly. IAPs rely on payment s and flows that are not acesible to many users. Especialy in emerging markets where the transactions costs are high, with significant margins being taken by payment processors and other FinTech middlemen. Currently, only 5 of users purchase items in aps. 3. App aproval. Inefficient proces related with users’ cybersecurity and aps quality assurance that is curently being handled by each centralised app store with non-transparent flows and policies that affect developers’ and users’ trust. The solution is ApCoins, an open and distributed protocol for ap stores based on the Ethereum blockchain. It proposes to move al thre flows to the blockchain. This removes intermediation and redistributes the value released in a way that creates incentives for end-users, developers and app stores alike. In advertising, the protocol guarantees not only that the users install apps but that they pay attention to it for at least 2 minutes. AppCoins calls this Cost Per Atention CPAt. The value invested by the developer in CPAt is used to award users with AppCoin tokens. IAP wil grow with users using their earned AppCoins or by purchasing them through exchanges. App aprovals are made universal and more transparent through a developer reputation system. The reputation is tied to the financial transactions on the public ledger and is auditable. A dispute system will be created so that AppCoin owners can vote to rank developers. The ApCoins busines model wil have a considerable impact on the ap economy. It enables a transition towards a circular economy, reusing value that was previously drained by intermediaries. For now, the ApCoins protocol wil focus on the Android market, which has 81.7 of market share. The first ap store to integrate the AppCoins protocol is Aptoide. With over 20 milion active users, 4 bilion downloads and 6 years on the market, it is one of the bigest third-party Android app stores. Aptoide projects that more than 1.3 bilion users wil use ap stores powered by AppCoins in 5 years. White paper | ApCoins 2 Table of Contents Abstract ...................................................................................................................................... 11AppCoins overview ............................................................................................................. 3Thesolution.................................................................................................................................3StrategiestopromoteApCoinsadoption..................................................................................9AppCoinsUseCases...................................................................................................................102Analysis of AppCoins Model and Impact ........................................................................ 172.1.TransparencyandOpenes.....................................................................................................172.2.ClosingtheLoopTowardsaCircularEconomy..........................................................................173 Business Case ...................................................................................................................... 19AppCoinsadoption....................................................................................................................19In-storeApAdvertising............................................................................................................21In-AppPurchases.......................................................................................................................23AppCoinsaddedvaluetotheAppEconomy.............................................................................254The App Store Foundation ................................................................................................ 28Overview....................................................................................................................................28Objectives..................................................................................................................................29OperationalaspectsfortheASFation...............................................................................295Roadmap ............................................................................................................................ 30Organisational...........................................................................................................................30Technical....................................................................................................................................31Busines.....................................................................................................................................336Token Alocation, Crowdsale and Bootstrap .................................................................. 33TokenAlocation........................................................................................................................33Bootstrapstrategy.....................................................................................................................377AppCoins team .................................................................................................................. 388About Aptoide .................................................................................................................... 419References ......................................................................................................................... 44White paper | ApCoins 3 1 AppCoins overview The solution AppCoins is an open and distributed protocol for ap stores based on the Ethereum blockchain and smart contracts. It redesigns ap advertising, in-app purchases IAP and app approval flows through a circular model. As a higher share of the advertising and IAP revenue is kept within the ap ecosystem, more value is rooted back into the app economy. Being an open protocol, it also provides more transparency and trust. Multiple ap stores can implement and benefit from this and stakeholders wil contribute to its development and adoption. Furthermore, simple API integration wil alow easy implementation. Figure 1 - AppCoins solution Through ApCoins we can integrate ap stores, users, developers, advertisers and OEMs. This system is ap store agnostic, existing across diferent mobile plats Android iOS. In AppCoins, the different ap stores act as oracles of the smart contracts, which are asociated with each of the plat’s core transactions. This system creates a trust layer for the economy, rendering many midlemen obsolete. ApCoins aims to become the universal language of the app economy. The protocol also includes a so-caled Prof-of-Attention system. Users, ap stores, and OEMs receive tokens through the Proof-of-Attention concept as a reward. Developers that want to advertise their aps can be sure that the user has instaled and used it. The users reinvest their tokens via in-app purchases and this creates a virtuous loop that boosts the AppCoins economic growth. White paper | ApCoins 4 In-store App Advertising Developers are wiling to pay for ap instals via advertising but there is fraud and high costs of intermediation ad servers, tracking plats, etc.. With the ApCoins protocol, advertising transactions are on the blockchain. Developers publish ad offers to a certain ap store by creating a smart contract. The tracking of the app installation and usage occurs via Prof-of-Attention, reducing fraud. Each ap store acts as an oracle, which unlocks developer’s funds through a smart contract. How it works The developer pays for the user’s atention CPAt – defined at a 2-minute threshold. The user receives 85 of advertising revenue in their walet. This value can be used to pay for in-app purchases. The ap stores wil receive 10 of the revenue for distributing the APK and for being the oracle of the smart contract. OEMs who distribute the solution in their devices wil receive 5 for the role of pre-loading the ap stores and bringing their user base to the system. Figure 2- AppCoins advertising flow White paper | ApCoins 5 The ap store wil validate the time spent in the ap without any intermediaries and wil record it on the blockchain. Afterwards, a smart contract transfers AppCoins from the developer’s wallet to the user’s wallet, OEM, and app store. Example for Advertising Smart Contract 1 When the ap store oracle confirms the user atention minimum time using the ap it stores the Prof-of-Attention on the blockchain. As son as this hapens, there’s a transfer from the developer’s wallet to the user’s walet 85, ap store 10 and OEM 5. The value of the transfer equals the ad bid. In-app Purchases Many users want to buy items inside aps, but often don’t have the means s or money. AppCoins can be used to pay for IAP in any ap store. Users may earn ApCoins by instaling and paying attention to advertised apps, which is a way to engage and incentivise users to participate in the economy. Moreover, ApCoins wil be available on several global plats where users can exchange fiat currency for the tokens. It wil also be posible to send/receive tokens to/from other users. Figure 3 - AppCoin IAP flow How it works ● The price of each in-app item is catalogued in the blockchain, using the developer’s private signature. After the sale, the user can continue to use the IAP item since the proof of payment is on the blockchain. Each user can also send non-consumed items to other users. ● Users buy in-app items with AppCoins earned from advertising, exchanged for fiat curency or sent by other pers P2P transfers. White paper | ApCoins 6 ● Developers receive 85 of the IAP transaction in their walet directly from the user’s walet. ● The price can be dynamicaly established by the developer and may change during the app’s lifetime. ● The ap stores wil get 10 of the revenue of purchases made by users, for the role of distributing the APK and as an oracle of the smart contract. ● AppCoins are independent of the store and can be used elsewhere for aps consumption, even across app plats. ● OEMs who distribute the solution in their devices wil receive 5 for the role of pre-loading the ap stores adopting this solution. Developer’s Ranking A developer’s reputation is based on their transactional history on the blockchain. The reputation of all listed apps is tied to the developer’s reputation. It becomes easy to secure the plat since app approval is automated. Nowadays, users already have tols like coments, ratings and malware flags to rank aps and, inherently, developers. These important fedbacks are analyzed by quality asurance teams, which is an ineficient and costly service. AppCoins protocol provides an automated governance system for ap aproval based on the developer’s ranking. This brings huge efficiency to the quality assurance and apps approval processes. Furthermore, the proposed developer’s ranking wil 1 promote transparency in the ap aproval process of app stores, defining a trust circle with different levels as wel as rewards; and 2 a system that promotes the engagement of users in this ranking, pered by a dispute system with incentives. ApCoins ensures an improved experience for users and developers and makes ap stores safer from alicious software. How it works The developers’ aps ranking system is stored in the distributed blockchain, which the ap stores have access to. Management of this “Chain of Trust” is pered by the community/industry, cooperating in an eficient way. The ApCoins “chain of trust” model exhibits three diferent types of reputation for developers Trusted The aps of a Trusted developer are considered safe. White paper | ApCoins 7 Critical Aps not considered safe and therefore blacklisted. Unknown Preliminary status refering to developers before any app has been uploaded. Once an uploaded app is considered safe, the status changes to Trusted. If the app is deemed unsafe, it changes to Critical. For a Trusted Ranking There are diferent “trusted” rank levels and they wil be automaticaly calculated depending on the amount of IAP and advertising transactions in the blockchain. The trusted status is defined by the interaction or volume of transactions of aps and not the downloads. The higher the developer engagement in paying for ads, the higher the user engagement, measured both in prof-of-attention and IAP. The popularity of aps wil influence the trusted ranking of a developer. Top games and aps wil by default have more transactions ads and IAP and, therefore, wil enjoy a higher trusted rank. Figure 4 - AppCoins developers ranking White paper | ApCoins 8 Example A developer uploads an ap for the first time and is clasified as Unknown. By creating an advertising campaign to acquire users, thus creating a transaction flow, the ranking moves from Unknown to Trusted. Users purchase in-app items and, by creating more transactions, increase the level of trust of the developer in the proces. For the Dispute system giving a “critical” clasification When malware is detected in an ap or if a user wants to report a low-quality app, the dispute system wil use a consensus protocol to mitigate the dispute. ApCoins wil play a critical role in this. Figure 5 - Ranking dispute White paper | ApCoins 9 ● The opening of a dispute intent - blockchain wil allow 7 days in order for other users to respond to a negative clasification intent. ● In case of no response – the developer’s reputation drops down to critical status; ● In case of a response - The user pays a fee in AppCoins to respond and the dispute is open for 30 days so other users can also respond similarly. The dispute wil have 2 sides ● Contestants bad ranking side ● Pleaders developer’s side – who want the developer to kep a god ranking ● After the 30 days, the side that has most AppCoins wil win. If the Contestants side wins, the developer is clasified as Critical, if the Pleaders side wins, the developer stays or becomes classified as Trusted, so a 501 uation of the side that wins. ● There is an incentive mechanism the side that wins wil get their ApCoins invested
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