The Handset / Overview
Concept 31 - the container the product runs in
The handset
The product is the account. The handset is the box it arrives in, and the box has its own rules: an app store that reviews it, a list of things it asks the phone for, a session that lives in the phone rather than on a server, a monthly weight in megabytes, and a funnel from a store view to a first deposit that costs 84.66.
App stub
- Sample app builds
- 16 a year, four a quarter
- Store views a month
- 250,000, becoming 62,500 installs
- First deposits a month
- 1,134, at 84.66 of acquisition each
- Permissions on the sheet
- 6, and none needed to place a bet
- On the phone
- 102.0 MB, of which 60.0 is a cache you can clear
the promptA question the device asks once, and an answer you can change at any time
the tokenWhat keeps a phone signed in, and how long it lives without an open
the buildA numbered version of the app, and the only part of the product an update can change
Direct answerThe handset is the container a gambling product runs in: an app the store reviews and gates, a set of permissions that can each be refused, a login token that lives on the device rather than on a server, a monthly weight in data and storage, and an install funnel whose arithmetic - store views, installs, first opens, registrations, first deposits - is the only reason the app exists.
Desk The Handset, cycle 61 of the seriesSubject the device and the app layer - the box, not the product inside itUnit the prompt - a question the device asks, with what it reads and what happens on noSample app one invented operator app: 16 builds a year and 250,000 store views a monthRates used 96,000.00 a month of blended acquisition spendNot quoted no real company’s builds, permissions, store listing or figures anywhere on this site
What the handset is
prompt 01The box, not the product
The app is not a second product. It is the same account, the same balance and the same terms, delivered
through a container that a store reviews before anyone can install it. What changes is everything around the
product: who is allowed to publish it, what it can read on the phone, where the login is kept, how much of
the phone and of a data allowance it uses, and what remains after it is removed. Those are the questions this
desk answers, and they are not the questions any other desk in the series owns.
prompt 02A permission is a question, not a policy
Every item on the permission sheet is a question the device asks once and remembers, and it can be
answered differently next month. The sheets sits at the centre of this desk for that reason: a reader who
knows what each prompt reads and what happens when it is refused has the whole device layer under control,
and nothing else on the phone needs to be understood.
prompt 03The funnel is where the money is
An app is a distribution machine. Its whole purpose is a first deposit, and the distance between a store
view and that deposit is four decisions: installing, opening, registering and paying. Each one is a rate, and
the four rates multiplied give the only number that matters - 0.45% of store views, at 84.66
each.
prompt 04What remains when the app is gone
Deleting an app removes the box and nothing else. The account, the balance, the bonus and the record are
on the operator’s side, and a withdrawal still has to be asked for on the website. The last page in this
desk is about that asymmetry, because it is the one thing about the device layer that a reader has to act on.
Direct answerThe one-line version: the app decides how the product reaches you, not what the product is - and every part of the box can be changed, refused or removed without touching the account.
The month, from four rates
views 250,000
installs x 25.0% = 62,500
first opens x 72.0% = 45,000
registered x 12.0% = 5,400
deposited x 21.0% = 1,134 at 84.66 each
end to end 0.25 x 0.72 x 0.12 x 0.21 = 0.45%
on the phone 42.0 MB package + 60.0 MB cache = 102.0 MB
a month 182.4 MB, about 0.22 metered
the list 17,100 devices x 18 = 307,800 sends -> 7,387 taps
the floor 16 builds a year, 1,800 forced updates, 75.6 GB
One number to remember. One store view in 220 becomes a first deposit, and each first deposit costs 84.66 against an average of 24.00 - which is the whole reason the app is built and the whole reason this desk prices it.
250,000 views 1,134 deposits 96,000.00 one sample app
Where this leads
Every figure on this page is derived from the sample app on the overview: 250,000 store views a month, 62,500 installs, 45,000 first opens, 5,400 registrations and 1,134 first deposits.
Open the partner account
What this desk does not do
It names no operator, it rates no app, and it recommends no store listing. The partner link beside this text is a disclosed sponsored link and the reason is stated on every page rather than in a footer.
The sheet - six prompts, what each one reads, and what happens when the answer is no
| The prompt | When it is asked | What it can read | The route on a no | What a refusal changes |
|---|
| notifications | on first open, before you sign in | the device token, and whether the app is installed | email | the same message arrives by email instead |
|---|
| the camera | the first time a document is scanned | the picture you take, only while that screen is open | the browser | the document check moves to the website |
|---|
| photos and files | the first time you choose a document | the file you choose, and nothing else in that folder | the browser | the same step moves to the website |
|---|
| coarse location | the first time the app checks your country | the country the phone is in, while the app is open | the website | the check moves to login on the website |
|---|
| advertising identifier | at install, on the consent screen | a resettable identifier, and no other app’s data | first-party | measurement falls back to first-party events |
|---|
| storage | no prompt on most phones | the app’s own folder, which you can clear | nothing needed | the cache rebuilds itself, unasked |
|---|
| The whole sheet | 6 prompts, 6 decisions | 0 needed to bet or withdraw | 5 fallbacks | every one revocable |
|---|
Not one of the six is needed to place a bet. Five of them move the same step somewhere else - an email, a browser screen, the website, a first-party event - and the sixth, storage, needs no replacement at all. Each answer is a setting rather than a term, and each can be changed again at any time.
The funnel - four rates between a store view and a first deposit, with the cost of reaching each stage
| The stage | A month | Step rate | Cost per stage | What it means |
|---|
| A store view | 250,000 | the base | 0.38 | a listing seen once |
|---|
| An install | 62,500 | 25.0% | 1.54 | a 42.0 MB package downloaded |
|---|
| A first open | 45,000 | 72.0% | 2.13 | the app is actually run |
|---|
| A registration | 5,400 | 12.0% | 17.78 | an account is created |
|---|
| A first deposit | 1,134 | 21.0% | 84.66 | the app has done its only job |
|---|
| Store view to first deposit | 0.45% end to end | 96,000.00 spent | 84.66 a deposit | 3.53 times the deposit |
|---|
One store view in 220 ends in a first deposit. A quarter of the views install, and the last step costs 4.8 times the step that produced the registration - so the whole price of a player sits in the final decision, at 84.66 against an average first deposit of 24.00.