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Learn From The Leaders: Grow Your Windows Phone App RevenueBernardo ZamoraDeveloper MonetizationWindows Phone [email protected]
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
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
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
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.
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
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
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
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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