loke uei tan (@lokeuei) sr. tech product manager developer experience
TRANSCRIPT
Understanding Marketplace & Making Money with Windows Phone 7 Applications
Loke Uei Tan (@lokeuei)Sr. Tech Product ManagerDeveloper Experience
WPH312
RICH, CAPTIVATING APPLICATIONSUnleash the power of Silverlight to reach customers and employees
END-TO-END DEVELOPER EXPERIENCETools > community > ingestion > distribution
SINGLE, DISCOVERABLE MARKETPLACEChannel for reaching the end-user
POWERFUL AND FAMILIAR TOOLSVisual Studio, Expression Blend, Silverlight, and XNA
MULTI-SCREEN POTENTIALApplications that work across phone, web, and desktop
Strong Optimized EcosystemPowerful application platform
3 Microsoft Confidential
“The biggest chunk of eye candy we’ve seen has been the unveiling of the significantly retooled Windows Phone Marketplace – and needless to say, it’s a looker!”
Chris Ziegler / Engadget
“It's going to look like the rest of Windows Phone 7, which is to say, it's going to be swipey and zoomy and all those things that made Windows Phone 7 interesting looking.”
John Herrman on the WP7 legacy
“The Windows Phone Marketplace ties right in with the Metro interface and finally -- at least in appearance -- seems to be worthy of the operating system on which it resides.”
Phil Nickinson onWP7 Marketplace
“I was quite pleased with the detailed descriptions, features, requirements, and size of the apps. It was also great to see reviews and screenshots of the applications so you had a good way to evaluate whether or not you want to make a purchase.”
Matthew Miller on the 6x experience
“Though late to the party, Microsoft's new Windows Marketplace for Mobile is welcome, with the usual collection of free and for-pay apps found on rival smartphones. The store has a slick interface similar to Microsoft's Zune portable media players.”
Ed Baig on Marketplace unveil
“The look of the marketplace itself is a stark difference from Windows Mobile markets before: it’s clean and seamless, searching and scrolling through screens makes finding applications easier and even the aesthetics and UI are beautiful.”
Marc Flores on ease of use
“Microsoft has a killer collection of developers ready for launch as well, ranging from games, to media and productivity app devs. Notable developers include The Associated Press, Citrix, EA Mobile, Foursquare, Namco, Pandora, and Popcap Games.”
Devindra Hardawar on WP7 Marketplace ISVs
“The Marketplace was also demonstrated, and it looks gorgeous, but this is very similar to Apple and Google’s app stores except for one killer feature: Microsoft is going to require developers to allow buyers to demo all apps before they are purchased.” John Brownlee on winning features
“There’s also some nice integration with new services such at the Marketplace for Mobile applications and MyPhone synchronization.”
Michael Gartenberg on earlyMarketplace adoption
Windows Phone 7 MarketplaceAn Overview
DEEPEN CUSTOMER CONNECTIONTrial APIBroad business model & billing supportPush Notification, update & glance able tiles
EASILY MANAGE YOUR BUSINESSSingle self-service portalTransparent policies, open to 3rd party servicesBeta distribution service
INCREASED DISCOVERABILITYReach all WP7 consumers with worldwide distributionSingle easy-to-find marketplace on device & PCDaily, localized merchandising to promote the very best apps
Marketplace Client
Demo
World wide accessSingle software distribution channelDefault on Quick Start ScreenActive merchandisingOne Button SearchBrowse by Category, Genre …
Increased Discoverability
Deepen Customer Connection
Trial API - conversionCredit card & mobile operator billing70% revenue sharePaid, freemium, ad funded & free appsPush Notifications & Dynamic TilesAutomatic Updates
Program Details
Free Tools!$99 / year No limit for paid apps5 free appsand…
That’s it!
Vetting process average is 10 daysCertification process average is 5 daysMonthly payout
Streamlined self service portalTools & informationEnd-to-end managementSet markets, pricing & publishing schedule
Marketplace Publishing Process
Transparent
Predictable
Comprehensive
Detailed technical test criteriaDetailed content policiesClear in-process status updates
Beta Distribution
Distribute your app to a targeted set of users for feedback
Application deeplink will be delivered via email to participating users with a LIVE ID
Beta period will be a short, fixed period of time
β
Where Developers Get Paid
Taiwan
Singapore
Hong Kong
30 markets world wide
Application Platform High Level Architecture
CLOUD
SCREEN
Runtime
Sensors Media Data
Notifications
.NET Framework managed code sandbox
Location
Phone
Phone Emulator
Samples Documentation
Guides Community
Packaging and Verification Tools
Tools
Registration
Validation
Certification
Publishing
Marketplace
MO and CC Billing
Business Intelligence
Update Management
Portal Services
Notifications
Location Identity Feeds
MapsSocial
App Deployment
Cloud Services
Developer Portal
http://developer.windowsphone.com
Learn…
Build…
Publish…
Earn…
Getting Started
Get the Windows Phone Developer Tools
Build your app or game
Register to publish
Distribute your application
http://developer.windowsphone.com
Publishing Process
Application and Game Submission
Sign
Windows Phone 7 Deployment Service
.xap
.dllApp
submission
AppPackaging &Validation
.xap
.dll
.xap
.dll
.xap
.dll
ApplyTest
Criteria
Marketplace
AddMetadata
.xap
.dll
.xap
.dll
.xap
.dll
.xap
.dll
Key Considerations
Packaging Apps
Using the Trial API
Passing Certification
Application Packaging
Use .NET localization best practices (http://msdn.microsoft.com/en-us/library/w7x1y988.aspx)
Package multiple languages within the XAP
Keep your XAP under 20mb
Trial API
if (CurrentLicense.IsTrial().Equals(true)){
// Application is in trial mode, so // upsell to full priced content }
Trial API Usage Example
Implement IsTrial() API
Up-sell to full-priced content = greater sales
You control functionality or license duration
Test Criteria Pillars
Applications are reliable
Applications use resources efficiently
Applications are free of malicious software
Applications do not interfere with the phone functionality
Meets Microsoft standard for global content policies
Meets application type guidelines
Evaluated against regional policies
Localization review technical validation
policy validation
market validation
http://go.microsoft.com/?linkid=9730558
Device Unlock for Application Development
Unlock retail devices for developmentManage registered devices through thedeveloper portal3 devices/year1 device/year students
api
Device Unlock for Application Development
Demo
Call to Action
Get the Windows Phone Developer Toolshttp://developer.windowsphone.com
Connect with the community at the developer portalhttp://social.msdn.microsoft.com/Forums/en-US/category/windowsphone
Build your application or game
Register today, publish later this summer
and start earning $$$$
Windows Phone ResourcesQuestions? Demos? The Latest phones? Visit the Windows Phone Technical Learning Center for demos and more…
Business IT Resourceswww.windowsphone.com/businessDeveloper Resourcesdeveloper.windowsphone.com Experience Windows Phone 7 on-line and get a backstage passwww.windowsphone7.com
Win a Windows Phone ContestHat Contest*
How do you enter?Enter by visiting the Windows Phone booth, accepting a free Windows Phone branded hat, and wearing that hat during the Event.
How am I selected?Each day of the event, a Windows Phone representative will randomly select up to 5 people who are observed wearing their Windows Phone branded hat
Session Contest*During each Windows Phone session the moderator will post a question. The first person to correctly answer the question and called on by the moderator will potentially win
Questions? Go to the WPH Information Counter at the TLC
* Restrictions apply please see contest rules for eligibility and restrictions. Contest rules are displayed in the Technical Learning Center at the WPH info counter.
Related Windows Phone Content – Breakout Sessions Mon &Tue
MondayWPH301 WP7: Deploy Microsoft Forefront Unified Access Gateway for Access Control
to SharePoint, Exchange and more.WPH202 Deploying Windows Phone 7 with Exchange Server and SharePoint Server
TuesdayWPH203 Overview of the Windows Phone 7 Application PlatformWPH313 Windows Phone 7 Architecture Deep DiveWPH304 An In-Depth view at Building Applications for WP7 with Silverlight (Part 1)WPH305 An In-Depth view at Building Applications for WP7 with Silverlight (Part 2)WPH306 Developing Occasionally Connected Applications for Windows Phone 7
Related Windows Phone Content – Breakout Sessions Wed &Thu
WednesdayWPH310 Designing and Developing for the Rich Mobile Web WPH311 Developing Mobile Code Today that will run on WP 7 TomorrowWPH309 Silverlight performance on Windows PhoneWPH307 Building Windows Phone Games with XNAWPH308 Building a High Performance 3D Game for Windows Phone
ThursdayWPH303 Understanding the Windows Phone 7 Development ToolsWPH314 Learn Windows Phone 7 Development by Creating a Robotic T-Shirt CannonWPH312 Understanding Marketplace and Making Money with WP7 Applications
Related Windows Phone Content – Interactive Session & HOL
Windows Phone Interactive SessionsWindows Phone 7 Demo Only!Microsoft’s Next Generation Mobile Enterprise Application Platform (MEAP)
Windows Phone 7 Application PerformancePrepare for Windows Phone 7 Development! Coding practices you should start using now in Windows Mobile
Windows Phone Hands On LabsHello Windows Phone - Building Your first Windows Phone ApplicationMicrosoft Silverlight for Windows PhoneMicrosoft XNA Framework 4.0 for Windows PhonesUsing Push Notifications and Windows Communication Foundation (WCF) Services
Resources
www.microsoft.com/teched
Sessions On-Demand & Community Microsoft Certification & Training Resources
Resources for IT Professionals Resources for Developers
www.microsoft.com/learning
http://microsoft.com/technet http://microsoft.com/msdn
Learning
Complete an evaluation on CommNet and enter to win!
Sign up for Tech·Ed 2011 and save $500 starting June 8 – June 31st
http://northamerica.msteched.com/registration
You can also register at the
North America 2011 kiosk located at registrationJoin us in Atlanta next year
© 2010 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to
be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
JUNE 7-10, 2010 | NEW ORLEANS, LA