With the full implementation of the "Smartphone Act" in December 2025, the revenue model of the app business has reached a historic turning point. What actions should businesses take now in response to the fees offered by platforms (Apple and Google)? In this article, we will carefully select the key points of the seminar co-organized by Repro, a pioneer in app marketing, and GMO Payment Gateway (hereinafter referred to as GMO-PG), which has one of the payment knowledge in Japan. From the latest trends in platformers that have been visible in the first month since its implementation to specific ways to reduce fees, we will publish "real" strategies for app operators to survive.

*This article is an archive of the webinar held in January 2026. The information is current as of January 2026.

Smartphone Act early stage of implementation. What's happening in the app market right now

The Act on the Promotion of Competition in Specific software Used in Smartphones (Smartphone Act), which came into full effect on December 18, 2025, stimulates competition in operating systems and app stores and encourages diversification of payment methods.

One month has passed since its implementation, and there are changes on the platformer side. Apple has reduced its in-app purchase (IAP) fee by 4 percentage points from 30% to 26%, but it is still at a high level, while Google has remained unchanged at 30% (or a lower rate, depending on the conditions). With the full implementation of this Smartphone Act, Apple has newly lifted the ban on off-app purchases and external app stores. In response to this, businesses are increasingly considering how to use external payment to secure profits.

Challenge to "0%" commission. Three options for external guidance

In this seminar, we organized the payment methods related to apps into four categories.

1. In-app purchases (IAP):26%-30% commission. UX is excellent, but it is a burden on the operator.
2. In-app alternative payment:21% commission and up. Diverse payment are possible while maintaining UX. The cost reduction is small, and the burden of reporting and other obligations remains.
3. External link induction (outlink):From 15% commission. An orthodox off-app billing method that jumps to an external site and payment it.
4. Text Guidance: 0% platform fee. A method of directing to an external web store with text that encourages search.

For businesses that feel that fees are a problem, we recommend the text guidance method. By directing people to the web store from emails, SNS, or text announcements such as the "official website" in the app, it is possible to reduce fees to the platform and improve profit margins.

▼Click here for the part that explains it in detail

Don't let users get lost. Web store use cases of leading companies

Successful app operators don't just create web stores, they combine meticulous marketing measures with lead design.

• Incentive differentiation:Offering users a clear reason to choose an external payment by increasing the volume of items exclusively on the web store or offering high-value packages that aren't available in the app.
• Diverse Communication Strategies:Even when direct links are restricted, the company makes the existence of the web store known through push notifications, official LINE accounts, and emails, efficiently attracting users with high LTV.

▼Click here for the part that explains it in detail

Security and payment Focus Response Makes the Difference

Security and system resistance are unavoidable when introducing off-app billing. It is essential to select a payment center that not only supports EMV 3-D Secure, which is mandatory for sites that Credit card payment online, but also has the ability to receive and handle the enormous traction generated during campaigns of popular titles. In addition, by having a diverse lineup of payment method (PayPay, Rakuten Pay, etc.) tailored to the user base, minimizing cart dropouts will directly lead to maximizing profits in the end.

Repro and GMO Payment Gateway are partners that support app operators in the Smartphone Act era, providing specific advice on app businesses, system implementation, optimal operation methods, and marketing support.

Please contact us for future business growth.

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Related Services

1.Repro App（Repro）

An app MA tool that realizes app operation and CRM mainly for marketers. In addition to push notifications, it includes email and LINE to integrate management to maximize user LTV. In addition to intuitive operation, there is also plenty of support from experts. Support for app-specific growth strategies.

https://repro.io/products/appmarketing/

*Go to the Repro website.

2. PG Multi-Payment Service（GMO-PG）

Online Payment Service provides a payment foundation with 7.24 billion*payment processing Actual per year. In addition to credit cards, various payment method such as PayPay and Rakuten Pay can be introduced to the web store. Achieve stable payment processing even under heavy loads, minimizing lost opportunities during campaigns.

*Total of GMO-PG, GMO Epsilon, and GMO payment services for the period from January 2025 ~ December 2025 Actual.

https://www.gmo-pg.com/service/mulpay/