LIVE FROM OPEN MOBILE SUMMIT LONDON 2012: There is no “silver bullet” for app monetisation, with the most effective way for developers to benefit being through delivering high quality content and driving repeat engagement, Aaron Rubenson, director of the Amazon Appstore for Android, said.

“You need consumers to continue engaging with it. The initial download is just the first step,” he noted.

Developers must provide users with reasons to return to the apps-– such as new levels for games and app extensions – or exploit cross selling opportunities. “Apps that have more of a story that engage users for the long haul will do very well,” Rubenson said.

Referring to Amazon’s Kindle Fire tablet, the executive said: “The first thing you need is a device that can drive awareness and downloads. The monetisation models won’t work without a great funnel.”

Amazon’s approach with the Kindle Fire is to offer the device for a relatively low price in the expectation that significant revenue will be generated by consumers buying content, including apps.

Rubenson added that developers with “a vision beyond an app” will do well in terms of generating revenue, and cited Angry Birds as an example which has achieved this, through developer Rovio's thriving merchandise business.