Independent mobile ad network InMobi has launched a private beta for its Lifetime Value Platform - a free-to-use service designed to help developers understand and effectively segment their users.

From there, developers can use the platform to modify their app's behaviour for each user segment without having to resubmit the app for approval.

In this way, the Lifetime Value Platform is designed to help "premium publishers and app developers to better understand and engage their users, helping to maximise lifetime value (LTV), and ultimately increase revenues."

The engagement game

In effect, the platform's three-step approach (insights, segments, actions) enables developers to serve up targeted actions to players. A player might be offered unique virtual goods based on their in-game behaviour, for instance, or shown highly customised advertising.

"Successful app publishers understand that real value is achieved through user engagement and loyalty," explained InMobi's VP of product management Chandrashekhar Vattikuti. 

"We noticed a need for a platform that helps app developers and premium publishers gain detailed insights into user behaviour, 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," Vattikuti concluded.

Initally, the Lifetime Value Platform supports iOS and Android, but support for Windows 8 is currently in development too. For more information, or to request an invite to the private beta, visit the InMobi website.