Developer's Guide to Marketing and Monetization of Windows Phone Apps (June 2013)

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  • 1. Marketing and Monetization ofWindows Phone AppsYOURADHEREYOURADHEREAlan Mendelevich | AdDuplex | alan@adduplex.com | @ailonDeveloper’s Guide to
  • 2. Elbert Perez• $61,321.58 from 7 gamesin 2011Jeff Weber• $23,215.68 in 6 monthsfrom Krashlander4Bros Studio• $10-15k per month fromads in TaptitudeHealth Pack Games• up to $800 per day fromNAX in games
  • 3. App Gold Rushis over
  • 4. Did you know …Product20%Marketing80%Research shows that 20% of product’ssuccess is determined by the product itselfand the remaining 80% is marketing** I totally made this up
  • 5. Developer’s Work CycleTask Deliverables MoneyEmployee/Contract developerTask Deliverables MoneyEntrepreneur developerSALESALE
  • 6. What to build?
  • 7. Scratch yourown itch
  • 8. Original vs. “Me too”
  • 9. Megahit vs. Smaller Hits
  • 10. Release date is afeature“… this was quite importantsince it got a lot of attentionfor being the first realpicture effects / photo filterapp in the market. The bigblogs like Gizmodo,Engadget and MSNBCcovered a few of the musthave WP7 apps and PicturesLab got featured in all. Iguess that helped to jumpstart the app.”René Schulte, PicturesLab
  • 11. Release date is afeatureWith every SDK/OS releasethere’s a chance to be thefirst to utilize somepreviously unavailablecapability
  • 12. Getting ideas and inspirationThe Daily Practice“Every day I write down ideas. I write down somany ideas that it hurts my head to come upwith one more. Then I try to write down fivemore.…The “idea muscle” atrophies within days if youdon’t use it. Just like walking. If you don’t useyour legs for a week, they atrophy. You needto exercise the idea muscle. It takes about 3-6months to build up once it atrophies. Trust meon this.”http://www.jamesaltucher.com/2011/02/how-to-be-the-luckiest-guy-on-the-planet-in-4-easy-steps/
  • 13. Getting a returnon yourinvestment
  • 14. Front-end for your main service
  • 15. Paid AppsSet a competitive priceConsider psychologyConsider who and whereyour customer isSet a price that makesbusiness senseWP7 Developer ROI Calculatorhttp://www.wpdownunder.com/?p=2055
  • 16. TrialCan’t try ==won’t buy
  • 17. Trials accordingto Microsoft70x more downloads,10% conversion rate
  • 18. In-apppurchasesiOS: “Right now, 18 of thetop 25 grossing of all appsare Free To Play Games(72%).”http://www.treysmithblog.com/the-fall-of-angry-birds/Windows Phone 8+
  • 19. Advertising isbest suited forlong/frequentlyrunning appsand gamesGenerally performbetter than paid apps*
  • 20. Ad networks
  • 21. AdDuplex as a Fallback SolutionSmaato: “Worldwide, the average ad network fillrate was 10% in Q3 2011”“AdDuplex +pubCenter is awinning recipe”JC CimetiereDirectorProduct ManagementWindows PhoneMicrosoft
  • 22. Maximize adspace value bymultiple networkfallbacks.Fallback toAdDuplex or in-house ads.Silverlight/XNA: WindowsPhone Ad Rotatorhttp://wp7adrotator.codeplex.com/Silverlight: Unified AdControl For Windows Phonehttp://wpunifiedad.codeplex.com/
  • 23. Lifetime user value
  • 24. Promote yourapp, promoteyour app,promote yourapp, promoteyour app…
  • 25. Don’t monetize your app on day one
  • 26. Giving your appaway is thecheapest andmost effectivemarketinginstrument youhave“Helium Voice was released inNovember 2010 and has18,773 downloads as of today.Helium Voice Free wasreleased in March 2011 andhas 143,002 downloads as oftoday.”René Schulte“Krashlander total downloads(Includes both trials andpurchases) - 23,500,Krashlander Free totaldownloads - 327,000”Jeff Weber
  • 27. Case Study: ChicksnVixens• Released as absolutely free (while in beta)• Went on to be #1 paid game for some time after switching topaid– Meds: “After being #1 for almost 2 weeks as a paid app I can say thatIm very happy with the results. I wont give specific numbers butsuffice to say it would make many iOS and Android devs green withenvy.”• New version released as free with ads
  • 28. Case Study: gMaps• Started as absolutely free• Added ads and a “Pro”version later
  • 29. Before youlaunch…
  • 30. Store “SEO”:app’s name,price andtile. That isall users see.
  • 31. Store “SEO”: Keywords
  • 32. Release Betas:Beta-testers areyour firstevangelistsRecruit beta-testers:WindowsPhoneBeta.comTwitter #wpdev
  • 33. “Bad” feedbackshould godirectly to you,good feedback –to the StoreGood feedbackBad feedback
  • 34. LocalizeEnglish33%Italian15%Spanish13%Chinese8%Russian7%German5%French4%Polish3%Portuguese3%Finnish2%Other7%Windows Phone Languages (March 2013)
  • 35. Publication:have everythingto get featured
  • 36. Don’t submit onFriday“If you look at the charts fromWP7AppList, you can see thatalmost no applications getverified and published during theweekends. … You essentially havetwo more days to test and makesure the app doesn’t faildigestion without impacting thepublishing date.”András Velvárt“48h difference in submission(Friday night - Sunday night) ->12h difference certification email(Thursday morning - evening).”René Schulte
  • 37. Don’t auto-publish
  • 38. Online presence
  • 39. A picture is worth athousand words.A video is worth athousandscreenshots?
  • 40. NOKIAMarketing in aBox
  • 41. Your app needsa web site…or at least asection on yoursite Windows Phone 7 App Site templatehttp://wp7appsite.codeplex.com/WP7Grazehttps://github.com/mikoskinen/grazewp7NOKIA Marketing in a Boxhttp://www.developer.nokia.com/Distribute/Promoting_your_app
  • 42. Free promotion
  • 43. Tip specializedblogsWPCentral.com,WMPowerUser.com,1800PocketPC.com,BestWP7Games.com,WP7Rocks.com (Russian)…Filterable list atWindowsPhoneSites.com
  • 44. PodcastsWindowsDeveloperShow.com AppBizDev.com
  • 45. Getfeatured inthe store
  • 46. Tweet, post onFacebook,retweet others,change youravatar, bio…
  • 47. Monitor andreact tofeedback
  • 48. Social mediaintegration
  • 49. Show off yourappeverywhere!
  • 50. Case Study: Wordament
  • 51. Cross-promoteyour own apps
  • 52. Empoweringdevelopers tohelp each other Cross-promote apps withother developers Utilize full potential of yourad space
  • 53. On the web:specializedblogs and sites,BuySellAds.com,AdWords,Facebook, etc.
  • 54. On the phone
  • 55. In discoveryapps
  • 56. Lifetime user value
  • 57. Summary
  • 58. Thank you!@ailonblog.adduplex.comalan@adduplex.comAppBizDev.com