Since you said ‘I don’t quite understand the last bit of your post’ in reference to above, it’s also worth touching on this as well
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A lot of apps are in competiton with each other for consumers attention/time even when not in the same industry.
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Consumers attention/time is not infinite i.e. only 24hrs and in a mobile first continent, can only use one screen, one app at a time.
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If a user spends 2 hrs in facebook, that’s 2 hrs not spent watching iroko or netflix. Or if a user spends 2 hrs in wikipedia, that’s 2 hrs not spent in jumia or wechat. It’s sometimes as stark as that - one or the other.
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When you introduce zero based app into the mix, this provides an additional incentive for a user and also convenience (if the app is pre installed) to spend time in the app.
That’s what I meant by my earlier statement. IMO, zero based apps included as part of bundled deals are not harmless to startups. To be clear, a million things are more toxic to startups than zero based apps, so not advocating that anyone stays awake worrying about this.