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Understanding Marketplace & Making Money with Windows Phone 7 Applications Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience WPH312

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Page 1: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

Understanding Marketplace & Making Money with Windows Phone 7 Applications

Loke Uei Tan (@lokeuei)Sr. Tech Product ManagerDeveloper Experience

WPH312

Page 2: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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

Page 3: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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

Page 4: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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

Page 5: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

Marketplace Client

Demo

Page 6: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

World wide accessSingle software distribution channelDefault on Quick Start ScreenActive merchandisingOne Button SearchBrowse by Category, Genre …

Increased Discoverability

Page 7: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

Deepen Customer Connection

Trial API - conversionCredit card & mobile operator billing70% revenue sharePaid, freemium, ad funded & free appsPush Notifications & Dynamic TilesAutomatic Updates

Page 8: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

Program Details

Free Tools!$99 / year No limit for paid apps5 free appsand…

That’s it!

Page 9: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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

Page 10: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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

Page 11: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

Where Developers Get Paid

Taiwan

Singapore

Hong Kong

30 markets world wide

Page 12: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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

Page 13: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

Developer Portal

http://developer.windowsphone.com

Learn…

Build…

Publish…

Earn…

Page 14: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

Getting Started

Get the Windows Phone Developer Tools

Build your app or game

Register to publish

Distribute your application

http://developer.windowsphone.com

Page 15: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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

Page 16: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

Key Considerations

Packaging Apps

Using the Trial API

Passing Certification

Page 17: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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

Page 18: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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

Page 19: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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

Page 20: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

Device Unlock for Application Development

Unlock retail devices for developmentManage registered devices through thedeveloper portal3 devices/year1 device/year students

api

Page 21: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

Device Unlock for Application Development

Demo

Page 22: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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 $$$$

Page 23: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

http://developer.windowsphone.com

@wp7dev

Loke Uei [email protected]

Page 24: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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

Page 25: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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.

Page 26: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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

Page 27: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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

Page 28: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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

Page 29: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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

Page 30: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

Complete an evaluation on CommNet and enter to win!

Page 31: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

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

Page 32: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

© 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.

Page 33: Loke Uei Tan (@lokeuei) Sr. Tech Product Manager Developer Experience

JUNE 7-10, 2010 | NEW ORLEANS, LA