Learn From The Leaders: Grow Your Windows Phone App RevenueBernardo ZamoraDeveloper MonetizationWindows Phone Storebzamora@microsoft.com2-213

Phone

1) Choose the Best Business

Model

2) Publish your App

3) Market your App

4) Optimize your App

Model to increase revenue opportunity

HigherReven

ue

Learn for next app

Create app

Choose widest audience possible

Learn from app performance

1) Choose a business model- Paid

- In-App Purchase- Mobile Ads

Paid apps best practices: use Trial

Business model for apps that are leaders in their type of

app

Go do’sAdd Trial: 94% of top 50 paid apps use it

Adoption of Trial functionality in top N highest grossing apps

50 500 500050%

55%

60%

65%

70%

75%

80%

85%

90%

95%

100%

Converting Trial to Paid is an Art: test & learn

Insights from apps with +20% conversion rate

These app experiences are very compelling, so users want to pay to continue using the app.

The trial gives enough of a ‘taste’ of the full app, but not too much that users don’t pay for the app.

Strategy 1: Time limited trial (3-7 days)

Strategy 2: Feature limited (levels, advanced options, etc.)

Most apps see

1% – 5%

conversion rate

Top app examples: High Conversion Trial to Paid

Pro Shot (Rise Up Games)

• Pro Shot• Photo manipulation• Trial: cannot save

photos

Examples

Weather Flow (Gergely Orosz)

• Weather Flow• Weather app• Trial: 3-day limit

Demo

Top app examples: highest grossing apps

Jack of Tools Pro (Digitalmason.net)

• High quality tools• Has free version• Paid adds more

tools

Spectral Souls (HyperDevbox Japan)

• High quality graphics• Lots of high res

content (music, images, levels)

Examples“What a great experience”

“Love this game!”

“Awesome, addicting, good graphics”

“Best Racing Game On The Market!”

“Sooo fun, worth every penny. I can't believe it's so cheap!!”

“Very fun, simple, and addicting”

“The best Weather app in WP”

“The best game that I played so far! :)”

Quotes from top 10 paid apps, last week

1) Choose a business model- Paid

- In-App Purchase- Mobile Ads

IAP apps best practices: Freemium modelAvailable with Windows Phone 8

Business model for free apps that

have high number of downloads and add value through in-app purchase

Go do’sIntegrate in-app purchase as part of the app design

Enable users to get some value through using the app, then extend with in-app purchase

Also offer a version for Windows Phone 7

Provide multiple purchase packs at different prices. All should be easy to purchase

Consumable

Digital items that are ‘consumed’ as they are used

Examples:- Game gold or credits- Book chapters- Ringtones

What is In-App Purchase? Top App Examples

Sleep (microhaxo)

Brutal Chase 3D (Mutant Bear Games)

Examples

Durable

Digital items that is purchased once, owned forever

Examples:- Maps- Game levels- Premium versions

Demo

Top app example: Shotly Golf (Vertisan) Freemium model

In-app extends value through in-app purchase. IAP integrated as part of app design

Offers version for Windows Phone 7Free version with no IAP: it is the Free Mobile edition (base functionality)

Give users choiceUsers don’t need to purchaseOptions with more functionalityClearly explain value

Paid+Trial vs. Free+In-app purchase

Paid + Trial Free + IAPApp listed in Paid Apps Free Apps (more views)

Feature managed by

OS, little dev workApp, more work

required

Options and Flexibility

One: Trial

Many: consumable/durable, one/many, different prices, show some

options only

Supports Windows Phone 7 & 8 Windows Phone 8

1) Choose a Business Model- Paid

- In-App Purchase- Mobile Ads

Best practices: smart use of Ads

Business model for apps that

are used many hours/day by the average

user

Go do’sAds are not intrusive, designed as part of the app graphics

One ad per page

Set ‘Autocollapse’ to be true

Choose ‘AutoRefresh’ or do manual refresh to optimize animations

Trap exception, detect ad is not shown, then show your own ad, or another ad provider

Backgammon Pro (my app)

Backgammon Pro (Bernardo Zamora)

Always show an ad1) MS Ad Control, if there is no ad then2) Ad Duplex, if there is no ad then3) My Ad

Ads part of the designOne ad per pageFeels like it is part of the appFlows up and down to show the app without the ad

Smart display of adsAutoCollapse onAutoRefresh Off (refresh every 40 seconds when no animation is happening)

Top app example: Parking Car (SlickDroid)

Many hours of play3000 puzzles

Wide range of usersEasy to use, good for users of many ages and cultures

Ads are not intrusiveAds integrated in the app.Ad position adapts to screen.App shows game background when ad is not available.

Adding the Microsoft Ad Control

Microsoft Ad Control

1) Create Ad Units in PubCenter

2) Add Ad Control to App

<phone:PhoneApplicationPage . . .xmlns:my="clr-namespace:Microsoft.Advertising.Mobile.UI;assembly=Microsoft.Advertising.Mobile.UI"

<my:AdControl Height="80" Width="480" Name= "MyAdName" ApplicationId = "<AppID>" AdUnitId= "<AdUnitID>" IsAutoRefreshEnabled= "True" />

<Grid Name="MainGrid"> . . .

Demo

Third Party Ad Controls

Ad DuplexAd MobMob FoxSmaato

Nokia Developer (NAX)Ad Rotator

MillennialMediaInneractiveSmartMad

Inmobi

Windows Phone Supports Third Party Ad Controls

Elements to consider

Analyze your app downloads per market

View current impressions delivered by MS Ad Control by market PubCenter*

Test Third Party Ad controls in markets where you see low coverage

* PubCenter URL: https://pubcenter.microsoft.com . See Market report: in PubCenter view ReportsCreate Report Ad Unit Performance Include This Data Market.

2) Publish your app

Table stakes: create a high quality appInsights from the apps with highest store revenueApp Characteristics

Beautiful graphics, sounds and music

Engaging, simple to use

Rock solid, no crashes

Usable by wide range of users

4-star ratings or higher

Users love the app (rating comments)

Highest grossing apps: 4+ rating

Greater than 4.4 Greater than 4

Average rating of top 50 paid apps

Source: Microsoft Analysis, May 2013

Windows Phone Store: Largest commerce footprint*

MO list: http://msdn.microsoft.com/library/windowsphone/help/jj215902(v=vs.105).aspx

* Source: Microsoft analysis. “Only One” comparisons vs iOS and Android, May 2013

Only one with

191 Markets

Only one with

Alipay in China

AllMarkets

support paid apps and in-

app purchase

20xMore purchases with Alipay than

Credit Card

Only one with

30MO Billing Partners

4xMore purchases with MO billing

than Credit Card

Publish your app in all marketsApp downloads per market, CY2013 (Jan-May)

Greater China

Latin America

United States & Canada

Germany, France, UK

Central and Eastern Europe

India

Asia Pacific & Japan

Western Europe

Middle East & Africa

12 of top 15 apps are published in >= 187 markets.

What markets are your apps

published in?

Some markets have additional content requirements for publication

3) Market your app

What Windows Phone Store can do to help Show apps in Web,

Lists and Phone Search

Give you the user feedback and crash

reports

Merchandise apps*(Typical 2x-10x more

downloads)

YOU: ACT ON FEEDBACK

Adjust your app based on user feedback

Fix crashes reported by Dev Center

YOU: CREATE INNOVATIVE APP

Create differentiated, innovative, addictive user experience

Use Windows Phone 8 features (Live Tiles, Lock Screen, etc.)

YOU: DELIVER SOLID FIRST IMPRESSION

Impactful metadata: keywords, app name (users will search for), description (key: first lines)

Fix bugs rapidly to take advantage of the exposure of the ‘New & Rising’ list

Icon: simple, easy tounderstand; Use aGraphic Designer

* All decisions regarding placement or promotion of apps in the WP Store are at Microsoft discretion

What you can doPromote via web,

social media, advertisement

Maintain the relationship with the

user(Achievements, Daily Deals, Live Tile,

Notifications, …)

Use the Badge (link to graphics)

Use social media

Daily Deals 3D Bowling (AE Mobile)

Live Tile

Dredd vs. Zombies (Rebellion)

Promote inside your app

Weather Flow (Gergely Orosz)MyTrips (Ace Widgets)

Buy Ads (AdDuplex, others)

Demo

4) Optimize your app

Optimize for Windows Phone 8Add Windows Phone 7 version of need to offer option for all users

• Windows Phone 8 taking off• 5o% of all Windows Phone downloads in only 6 months• Windows Phone 8 users download 200% more apps than Windows Phone 7 users*

• Include features that improve monetization• In-app Purchase• Native development (C++)• Tile and Lock Screen Notifications• Faster controls, including Long List Selector• Bluetooth and NFC• Speech, Camera APIs, etc.

* Analysis: Microsoft Data from Jan to May 2013

English

Mandarin

Cantonese

Spanish

Russian

Italian

Brazilian Portugese

French

German

Add support for more languagesPrimary user languages for app downloads CY2013 (Jan-May 2013)

8languages supported

Average, top 15 highest grossing apps (WP7 and

WP8)

Add support for more languages: phases Resources

tethras.com

ibabbleon.com

Multilingual Toolkit

MetadataApp

Local-AwareAppUI

Promote inlocal markets

App NameDescriptionScreenshots

Keywords

Number formatDate format

Currency format

IconsText

Graphics(Resources)

Translated BadgeLocal promotions

Télécharger à partir duWindows Phone Store

Baixe na Loja doWindows Phone

Less effort

More effort

So, in conclusion…

Are you ready to start?Dev Center Registration

US $1960-day promotion

Individual or Company registration

• Create your app

• Submit in Dev Center (dev.windowsphone.com)

• Manage throughDev Center Apphttp://aka.ms/Qz1k05

Remember…1) Choose the Best Business

Model

2) Publish your App

3) Market your App

4) Optimize your App

HigherReven

ue

Learn for next app

Create app

Choose widest audience possible

Learn from app performance

Put today’sideas

in Action!

ResourcesResource URL

Marketing appshttp://aka.ms/Eesuto

http://aka.ms/Hk1sxo

Using in-app purchase http://aka.ms/Tcpxtg

Tips from the Windows Phone Store Merchandising team

http://aka.ms/H4nml5

Localization how to http://aka.ms/Jhs5bg

Multilingual toolkit (helps localize apps)

http://msdn.microsoft.com/en-us/windows/apps/hh848309.aspx

Dev Center - publish and manage apps

https://dev.windowsphone.com

PubCenter - set up ads https://pubcenter.microsoft.com

Windows Phone Store badges http://aka.ms/E35azi

Dev Center App http://aka.ms/Qz1k05

Other sessions2-123 6/26/2013 14:00 South Hall: Gateway Ballroom 102 Windows Store Overview for Windows 8.1: New design, new promotion and monetization opportunities

2-207 6/26/2013 17:00 South Hall: Esplanade 304 Windows Phone Game Development Basics

2-206 6/27/2013 11:30 North Hall: 134 Windows Phone: Tiles, Lock, & Notifications

2-150 6/27/2013 11:30 South Hall: Gateway Ballroom 104 Beautiful apps at any size on any screen

3-121 6/27/2013 15:30 South Hall: Esplanade 308 Monetization Opportunities for Windows Store apps in Windows 8.1

2-218 6/27/2013 17:00 North Hall: 123 Windows Phone: Learn from the Winners

2-221 6/27/2013 17:00 North Hall: 135 Windows Phone: Low Mem & Hardware Constraints

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