Google today announced that Android app developers will be able to offer apps that include in-app subscription services. With an updated set of tools provided to developers today, the Google Play Store now supports subscriptions and automatic subscription billing. Developers are allowed to set their own prices and Google handles all of the back-end billing and payments. The feature is being rolled out by several larger developers first, and will become obtainable to/from more developers over time. Android device users will demand to have the latest version of the Google Play Store installed on the device.