MUMBAI: Bangalore-based InMobi, an independent mobile ad network, has announced the private beta launch of InMobi Lifetime Value Platform (LTVP).

The platform aims to help publishers and app developers to understand and engage their users better, thus ultimately increase revenues. It is a free-to-use platform.

It works by identifying different in-app user groups and providing deep behaviour insight to the premium publisher or app developer. The app publisher using the InMobi platform then has the ability to rapidly modify the app’s behavior for each user segment without having to resubmit the app for approval.

The InMobi LTVP takes a three-step approach - Insights (Gain advanced user insights across app usage, user engagement, in-app revenues, and other behaviors within the app), Segments (Define granular user segments based on behavioral attributes such as monetary value of the purchase, time spent inside the app, number of app launches, or other custom events unique to the app) and Actions (Deliver rich in-app messages and modify app behavior at a segment level using targeted actions such as selling unique virtual goods, displaying highly customised ads, rewarding power users, or cross promoting other apps).

InMobi VP of product management Chandrashekhar Vattikuti said, "Successful app publishers understand that real value is achieved through user engagement and loyalty. We noticed a need for a platform that helps app developers and premium publishers gain detailed insights into user behavior and deliver targeted actions in real-time."

"Early feedback has been very positive and we’re seeing that there are very clear benefits to the app developer and premium publisher community," he added.