Monetizing a Windows Phone Application

Dave BostSr. Developer Evangelist, Windows Phonehttp://davebost.com/blog@davebost

Joining AppHub(Your first step to Rock Star status!)

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Windows Phone

Joining the Marketplace You can register to be a member of the

marketplace for $99 per year Students can register for free via DreamSpark Registered developers can submit applications

for approval in the marketplace Unlock up to 5 Devices for testing Join at: http://create.msdn.com

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Windows Phone

Payment Developers can set a price for an application or

give it away for free Developers receive 70% of the price paid for

the application Payment starts once the developer has earned

up to $200

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Windows Phone

Free and Paid Applications

Developers are limited in the number of free applications they can make available Only 100 free apps per developer per year

Can publish further free applications at a extra cost of $20 per application

Developers can publish as many paid applications as they like

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Windows Phone 6

Applications for sale

Applications can be free or paid Developers can also allow customers to use an application in “try before buy” mode

Your application can determine which mode it is running in by calling a status API

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Windows Phone 7

Detecting Trial Mode

It is easy for an application to determine whether it is running in Trial mode

using Microsoft.Phone.Marketplace;

LicenseInformation info = new LicenseInformation();

if ( info.IsTrial() ) { // running in trial mode}

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Marketplace Submission

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Windows Phone

Application Validation

When you submit your application for validation the system performs a number of automated tests

Checks if the application makes use of any capabilities that were not specified

Checks for any unmanaged or disallowed libraries

Ensures that all the required assets are provided

Then the application is manually tested to ensure proper behaviour in a number of scenarios

Proper dormant/tombstone behaviour

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Windows Phone

The Marketplace Test Kit

The Marketplace Test Kit lets you perform the same tests on your application before you submit it

This vastly improves your chances of the application passing first time

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Demo: Marketplace Test Kit

AppHub

Windows Phone

New Beta Distribution Service Distribute pre-certified applications to

an controlled list of beta users Capabilities:

Select up to 100 beta users within App Hub Send an e-mail with a private, deep link to

the beta application Only pre-selected beta users can access

the application Beta applications are available for 90 days Beta submissions cannot be updated

once distributed Benefits:

No need to unlock phones to test apps Enables developers to build, test, gather

feedback and publish higher quality appsUI and Screenshots are representative of

UI, subject to change

Windows Phone

New Private Distribution Service Distribute certified apps privately to a targeted set of

users Capabilities:

Applications are certified before distribution Developer sends an e-mail with deep link to the users

Applications are not discoverable via search or browse Developer can update the applications No limits on the number of users or duration No access control on distribution Apps can be ‘free’ or ‘paid’ Apps can be published publicly at any time

Benefits: Enables broad distribution of apps in a more private way Enables broad public betas, previews, and community

distribution

Windows Phone

Marketplace Distribution Options “Beta” Private Public

Number of users 100 Unlimited Unlimited

App Price Must be “free” Can be “paid” Can be “paid”

Time Limited Expires after 90 days

No No

Updateable No Yes Yes

Certification Required

No Yes Yes

Publicly Discoverable

No No* Yes

Access Control Selected WL ID’s

No No

Target Users Beta users Private users Public users

New App Hub Dashboard

New app lifecycle tab Notifications for any actions

needed and status of app during certification process

Shows payout amounts to track money earned to date

Highlights all your apps by downloads and royalties

Data on daily downloads shown on dashboard

UI and Screenshots are representative of UI, subject to change

Windows Phone

Reaching Consumers from More Countries

+8 New – Direct (38)

Today – Direct (30)

+ 19 New (35 Total)

Hong Kong

Singapore

TaiwanSouth Korea

Demo: Publish an App

Making Money and Maximizing Uptake

Windows Phone

7 Ways to Make More Money

1 Use trial API

2 Use live tiles w/push

3 Use APS Ad Control w/location

4 Price it right

5 Publish (and localize) globally

6 Keep more of what you make

7 Get promoted…

The Opportunity

Live tiles increaseUse frequencyDuration of session useUser satisfaction

Equaling more impressions

Tips and Tricks

Indicate “live tile” in descriptionAdd relevant and creative push contentMake it stand out

The Opportunity

Multiple top-tier mobile ad networks competing in real time for each ad requestBetter demo-targeting via WLID70% of all ad revenue

Tips and Tricks

For highest eCPM Add location services for ad targetingKnow your user to get more discrete demographics

Your App

Here!

The Opportunity

Many (75%) developers are probably paying too much in taxes25 of 29 countries have negotiated treaty rates with U.S. below 30%16 countries have 0% withholding

Tips and Tricks

Get and provide ITIN number to Microsoft to avoid over withholding

The Opportunity

Less than 15% of English apps are localized into FIGS languagesMost customers (like you) prefer and download apps in their local language

Tips and Tricks

Localize your metadata and app with native speakers, if possibleAdd new languages in single xap via updates

The Opportunity

70x more downloads10% trial-to-paid conversion rateResulting in 7x higher sales

Tips and Tricks

Don’t give away too much valueMake the trial experience compellingTime or capability based trials workIncorporate ads in the trial version

The Opportunity

Revenue = price x quantityXbox portfolio makes WP Marketplace work differently than other app stores

$2.93 ASP, 12 DL/uu/mo. (3% paid)

Tips and Tricks

Don’t underprice yourselfExperiment with different price points in similar (A/B) countriesStart at upper end of price range. It is easier to cut rather than raise prices

Windows Phone

Merchandizing PlacementsPlacement Type Panorama Featured Icon Featured List

Download Uplift 2000%

Merchandizing PlacementsPlacement Type Panorama Featured Icon Featured List

Download Uplift 2000% 800% 150%

Merchandizing PlacementsPlacement Type Panorama Featured Icon Featured List

Download Uplift 2000% 800%

Merchandizing PlacementsPlacement Type Panorama Featured Icon Featured List

MerchandisingLots of ways to promote great apps

Windows Phone

The Best Way to Get PromotedIs to know what we’re looking for… great apps

Great apps start with strong functionality, add device-focused utility, and finish with a delightful Windows Phone user

experience

Delight

Utility

Functionality

Look and feel as if they are designed for and an integral part of Windows PhoneProviding expected feature set, presented with visual impact, that compels frequent useWork as promised, include quality content, and are easy to use

Windows Phone

Functionality: Works as promised, includes quality content, and easy to useCore Functionality Content Quality Ease of Use

Outstanding performance. Quick loading. Does not hang or crash

Content is dynamic or exceptionally well prepared. Description and metadata help sell the app

First use of the app is intuitive and reassuring. Advanced features are discoverable and understandable

Windows Phone

Utility: Incorporates features and visual impact drive use

Feature SetVisual Impact

Stickiness Originality

App takes full advantage of device features and mobile scenarios and surprises with unexpected capabilities

Great use of color, graphic placement, and visual elements

Apps that are likely to compel frequent and repeated use

Concepts that push the boundaries for mobile apps, offering innovative features or best-in-category innovation

Windows Phone

Delight: Looks and feels like an integral part of Windows Phone

Wow Factor DesignPlatform Features

Amazing app capabilities that make the user smile and inspires “show and tell” behavior

Makes full use of Windows Phone design language (controls, iconography, font). Uncluttered, polished clean experience

Adoption of Windows Phone platform features (Live tiles, push notifications, hub integration, etc.)

Windows Phone

Making Money with Advertising Microsoft ad control

Supports both Silverlight and XNA apps Click-to-web and click-to-call More markets coming in 2H2011

Ad monetization Microsoft Ad Exchange Multiple top-tier mobile ad networks

competing in real time for each ad request Better demographic targeting via WL ID You keep 70% of ad revenue

pubCenter https://pubcenter.microsoft.com

Windows Phone

Managed Indie Games

Microsoft Games Studio Program for independent

game publishers to bring premium mobile games to Windows Phone and Xbox LIVE

Access to Xbox LIVE services and promotion

Great Games Wanted Games of all types Minimum price point of $2.99

XBox.com Contact:

mobilegames@microsoft.com Mobile, Console, PC

Calls to Action

Download the free tools http://aka.ms/PhoneDB Register with App Hub http://create.msdn.com Consider one or all of the 7 ways to increase

your apps performance in marketplace Review the promotion criteria and consider

incorporating into your next update Make plans for addressing new markets later

this summer Keep giving us feedback

Windows Phone

Windows PhoneAccelerator

Labs

December 6th – 8th

Microsoft Technology Center, Chicago

Target: Devs working on appsExperts on hand

Getting Your Ideas Turned into Apps

Windows Phone Developer Boot Camp

November 18, 2011, 8AM – 5PMMicrosoft Technology Center, Chicagohttp://msdnevents.com

Windows Phone

What’s Next?

Download the Tools & Register for App Hub

Get started with any of the three Starter Kits

Get a free Marketplace token for first 100 apps!

http://aka.ms/phonehttp://aka.ms/azuresdkhttp://aka.ms/AppHub

http://aka.ms/WordPresshttp://aka.ms/Schoolhttp://aka.ms/AR

Email msnextde@microsoft.com with a description of your app

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Q&A

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.

© 2011 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.