Monetizing Your Windows Phone App
Post on 24-May-2015
951 Views
Preview:
DESCRIPTION
Transcript
Monetizing a Windows Phone Application
Dave BostSr. Developer Evangelist, Windows Phonehttp://davebost.com/blog@davebost
Joining AppHub(Your first step to Rock Star status!)
2
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
3
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
4
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
5
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
6
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}
7
Marketplace Submission
8
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
9
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
10
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
31
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.
top related