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Continuing its quest for dominance in the photo arena, online editing suite Aviary announced version 2.0 of its photo editor today, bringing with it a slew of updated features and something enticing for developers: instant monetization for photo apps.

With the new Aviary editor comes a mobile software development kit that will offer virtual goods for purchase, including premium effects packs, original sticker packs (which includes things like holiday and season photo stickers) and branded sticker packs. Aviary partners need only enable the SDK’s in-app purchasing feature to get a cut of the profit — Aviary will take care of all the hard stuff.

“We plan to monetize through in-app purchases,” Aviary CEO Avi Muchnik said in a statement today. “In addition to creating original premium content ourselves, we are working with a number of publishers to license their content through our distributed network.”

The company will share the in-app revenue with its partners, though it hasn’t yet revealed how the money will be divided up. In a pilot program over the past two months, one unnamed Aviary partner has seen a “nice percentage” of premium purchases, Aviary’s head of business development Alex Taub said in an interview.

“If you’re doing thousands of photos a day, and if you can convert a small percentage [into premium purchases], it gets really interesting. It could be an interesting business model,” Taub said.

The updated editor, which will work across web and mobile, also sports a slicker interface and new tools, like better one-touch auto enhance effects, and new dials for adjusting things like brightness and saturation on mobile devices. Pic Stitch, an app that lets you easily put together multiple photos, will be the first to sport Aviary’s new editor.

Aviary launched its mobile photo editor back in September as a way to help developers easily implement high-quality photo capabilities into their apps. It was a smart way for the company to tap into the mobile photo craze without actually competing directly against top photo apps like Instagram.

The plan seems to be working out for Aviary. The company says it’s now editing over 10 million photos a month, and it’s growing 50 percent monthly in terms of unique users and edits. It now has over 300 partners using its editor across the web and mobile.

Taub tells me the company is now hiring more mobile developers than web developers, a sign that mobile is becoming the company’s main focus. “Mobile is obviously the future,” Taub said, though he confirmed the web product won’t be going anywhere.

New York City-based Aviary has raised $11 million so far from Spark Capital and Bezos Expeditions.

You can check out a video of the new editor in action below.


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