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


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

  1. 1. Marketing and Monetization ofWindows Phone AppsYOURADHEREYOURADHEREAlan Mendelevich | AdDuplex | | @ailonDeveloper’s Guide to
  2. 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. 3. App Gold Rushis over
  4. 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. 5. Developer’s Work CycleTask Deliverables MoneyEmployee/Contract developerTask Deliverables MoneyEntrepreneur developerSALESALE
  6. 6. What to build?
  7. 7. Scratch yourown itch
  8. 8. Original vs. “Me too”
  9. 9. Megahit vs. Smaller Hits
  10. 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. 11. Release date is afeatureWith every SDK/OS releasethere’s a chance to be thefirst to utilize somepreviously unavailablecapability
  12. 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.”
  13. 13. Getting a returnon yourinvestment
  14. 14. Front-end for your main service
  15. 15. Paid AppsSet a competitive priceConsider psychologyConsider who and whereyour customer isSet a price that makesbusiness senseWP7 Developer ROI Calculator
  16. 16. TrialCan’t try ==won’t buy
  17. 17. Trials accordingto Microsoft70x more downloads,10% conversion rate
  18. 18. In-apppurchasesiOS: “Right now, 18 of thetop 25 grossing of all appsare Free To Play Games(72%).” Phone 8+
  19. 19. Advertising isbest suited forlong/frequentlyrunning appsand gamesGenerally performbetter than paid apps*
  20. 20. Ad networks
  21. 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. 22. Maximize adspace value bymultiple networkfallbacks.Fallback toAdDuplex or in-house ads.Silverlight/XNA: WindowsPhone Ad Rotator Unified AdControl For Windows Phone
  23. 23. Lifetime user value
  24. 24. Promote yourapp, promoteyour app,promote yourapp, promoteyour app…
  25. 25. Don’t monetize your app on day one
  26. 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. 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. 28. Case Study: gMaps• Started as absolutely free• Added ads and a “Pro”version later
  29. 29. Before youlaunch…
  30. 30. Store “SEO”:app’s name,price andtile. That isall users see.
  31. 31. Store “SEO”: Keywords
  32. 32. Release Betas:Beta-testers areyour firstevangelistsRecruit beta-testers:WindowsPhoneBeta.comTwitter #wpdev
  33. 33. “Bad” feedbackshould godirectly to you,good feedback –to the StoreGood feedbackBad feedback
  34. 34. LocalizeEnglish33%Italian15%Spanish13%Chinese8%Russian7%German5%French4%Polish3%Portuguese3%Finnish2%Other7%Windows Phone Languages (March 2013)
  35. 35. Publication:have everythingto get featured
  36. 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. 37. Don’t auto-publish
  38. 38. Online presence
  39. 39. A picture is worth athousand words.A video is worth athousandscreenshots?
  40. 40. NOKIAMarketing in aBox
  41. 41. Your app needsa web site…or at least asection on yoursite Windows Phone 7 App Site template Marketing in a Box
  42. 42. Free promotion
  43. 43. Tip,,,, (Russian)…Filterable list
  44. 44.
  45. 45. Getfeatured inthe store
  46. 46. Tweet, post onFacebook,retweet others,change youravatar, bio…
  47. 47. Monitor andreact tofeedback
  48. 48. Social mediaintegration
  49. 49. Show off yourappeverywhere!
  50. 50. Case Study: Wordament
  51. 51. Cross-promoteyour own apps
  52. 52. Empoweringdevelopers tohelp each other Cross-promote apps withother developers Utilize full potential of yourad space
  53. 53. On the web:specializedblogs and sites,,AdWords,Facebook, etc.
  54. 54. On the phone
  55. 55. In discoveryapps
  56. 56. Lifetime user value
  57. 57. Summary
  58. 58. Thank you!