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SweetLabs® Launches App Install Platform for OEMs to Improve Monetization and App Discovery on Android Devices

SweetLabs today announced the launch of its App Install Platform, cloud-based services and client-side software that help Android and Windows device manufacturers (“OEMs”) increase per-unit margins while also improving customer satisfaction. SweetLabs’ App Install Platform enables OEMs to replace their old app preload model by targeting and delivering relevant apps in real-time, on any device interface.

SweetLabs’ App Install Platform is a breakthrough for OEMs in several ways. First, OEMs can now deliver and recommend the best apps to users in real-time, rather than preloading an irrelevant collection of apps months in advance during manufacturing. OEMs can target these apps based on a number of criteria, including device type, device mode, channel, region, language, customer segment, and customer interests. Second, OEMs can recommend apps over the lifetime of a device instead of being limited to a select number of preloaded apps on first boot, which opens up opportunities for OEMs to partner with more app developers eager to reach new users. Finally, OEMs can utilize real-time device and app analytics to optimize their business based on what apps actually resonate with their customers, creating a better experience for both users and developers.

“Manufacturers of any type of device are faced with the challenge of surfacing software that not only helps increase monetization, but can also deliver on the promise of their unique hardware capabilities,” said Darrius Thompson, co-founder and CEO at SweetLabs. “The traditional app preload model isn’t optimal for anyone – users, developers, or OEMs. We’re excited to help transform this model while enabling the OEMs to get a piece of the massive app install market.”

SweetLabs’ App Install Platform for OEMs consists of the following services:

  • App ad server – a system and console that enables OEMs to dynamically customize, optimize, and track the apps that are delivered to any specific device, both during the out-of-box experience and throughout the lifetime of the device.
  • App ad network – a marketplace of hundreds of app and game developers bidding for promotion on Android and Windows devices.
  • Analytics – end-to-end app and device analytics console that provides insights on app performance, customer conversions and engagement, as well as data on their products themselves.
  • Customizable touchpoints and APIs – white-label apps and widgets, as well as APIs that an OEM and developer can integrate to power app install ads in any interface.

“It’s no secret that the app install market is taking off, yet OEMs haven’t had access to the same class of services that developers have for monetizing their global user bases,” said Jim Geison, VP of Business Development at SweetLabs. “With our App Install Platform, OEMs can simplify their preload process while delivering a better and more personalized user experience. For example, they can deliver a tax app during tax season, a new game the day it comes out, or a completely localized set of apps - all from a single device image.”

The SweetLabs App Install Platform for OEMs is now available for select partners worldwide. For more information, please visit

About SweetLabs

SweetLabs is an app install platform that helps developers reach millions of new customers, and enables manufacturers to better monetize and differentiate their products through app install ads on Android and Windows. SweetLabs drives 1 million daily app installs and powers distribution for partners like Lenovo, Amazon, and Zynga. SweetLabs is the creator of Pokki®, the popular Start menu and app store that modernizes app access and discovery on PCs. Based in San Diego and Seattle, SweetLabs is backed by Bessemer Venture Partners, Google Ventures, and Intel Capital. Visit for more information.

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