Developer's Guide to Marketing and Monetization of Windows Phone Apps


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Publishing a great app is only the first step on the way to the marketplace success. Making your app popular is another important step which is critical to achieving your goals.

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Developer's Guide to Marketing and Monetization of Windows Phone Apps

  1. 1. YOU YOU R R AD AD HER HER E EDeveloper’s Guide toMarketing and Monetization ofWindows Phone Apps Alan Mendelevich | AdDuplex | | @ailon
  2. 2. Developer’s Work Cycle Employee/Contract developer Task Deliverables Money Entrepreneur developer Task Deliverables Money
  3. 3. Money Employee Entrepreneur Get Make Paid Money
  4. 4. Richard Foster, once a DOS programmer and now working for thefamily dry cleaning business and developing mobile applications part-time for his company Edgeway Software, is ecstatic about the resultshe is seeing developing for Windows Phone 7.…Richard has made $28,882 in four months with his suite of apps.Fast forward to February, and now I am making around $380 a dayfrom ads from my 7 games.…I’d like to start chronicling my experiences as I start doing my Full TimeIndie Gig. I started going full time April 1st, 2011 … -- Elbert Perez , occasionalgamer.comI generally get about 1.5 hours a day for game development…Total marketplace/ad revenue for both Krashlander and KrashlanderFree - $23,215.68 -- Jeff Weber
  5. 5. Did you know … Product 20% Marketing 80% Research shows that 20% of product’s success is determined by the product itself and the remaining 80% is marketing* * I totally made this up
  6. 6. Publish an App
  7. 7. 38 countries can submit directly,102 - indirectly
  8. 8. Submitting an app• App Hub Available in Australia, Austria, Belgium, Brazil, Canada, Chile, Colombia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Ireland, Israel, Italy, Japan, Korea, Luxembourg, Mexico, Netherlands, New Zealand, Norway, Poland, Portugal, Russia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States.• Global Publishing Partners – APPA Market – Yalla Apps• App Hub – Free Apps Only*
  9. 9. Make Money
  10. 10. Front-end for your main service
  11. 11. “Kik Messenger Effect”• 22% higher than anticipated Android and iOS growth after launch on Windows Phone
  12. 12. Paid Apps• Set a competitive price• Consider psychology• Consider who and where your customer is• Set a price that makes business sense – WP7 Developer ROI Calculator
  13. 13. Trial• Can’t try == won’t buy• 70% more purchases than without trials• Counter example: Cocktail Flow*
  14. 14. In-app purchases• No built-in centralized mechanism• Roll out your own• Use 3rd party services (MoVend, Linxter)
  15. 15. Free apps with ads• Generally perform better than paid apps*• Best suited for long/frequently running apps (games)
  16. 16. Ad networks• Microsoft pubCenter• Google AdMob• Smaato• Millennial Media• Mobclix• MobFox• Inneractive• AdDuplex*
  17. 17. Fill rate• Smaato: “Worldwide, the average ad network fill rate was 10% in Q3 2011”• Maximize ad space value by multiple network fallbacks. Fallback to AdDuplex or in-house ads. – Silverlight: Windows Phone 7 Ad Rotator – XNA: ImproviSoft AdStreamer™
  18. 18. Promote yourapp, promoteyour app,promote yourapp, promoteyour app…
  19. 19. Don’t monetize your app on day one
  20. 20. Don’t monetize on day one• Giving your app away is the cheapest and most effective marketing instrument you have – René Schulte: “Helium Voice was released in November 2010 and has 18,773 downloads as of today. Helium Voice Free was released in March 2011 and has 143,002 downloads as of today.” – Jeff Weber: “Krashlander total downloads (Includes both trials and purchases) - 23,500, Krashlander Free total downloads - 327,000”
  21. 21. Case Study: ChicksnVixens• Released as absolutely free (while in beta)• Went on to be #1 paid game for some time after switching to paid – Meds: “After being #1 for almost 2 weeks as a paid app I can say that Im very happy with the results. I wont give specific numbers but suffice to say it would make many iOS and Android devs green with envy.”• New version released as free with ads
  22. 22. Case Study: gMaps• Started as absolutely free• Added ads and a “Pro” version later
  23. 23. Release date is a feature• Be the first to solve a problem – René Schulte: “… this was quite important since it got a lot of attention for being the first real picture effects / photo filter app in the market. The big blogs like Gizmodo, Engadget and MSNBC covered a few of the must have WP7 apps and Pictures Lab got featured in all. I guess that helped to jump start the app.”• With every SDK/OS release there’s a chance to be the first to utilize some previously unavailable capability
  24. 24. Before youlaunch…
  25. 25. Marketplace “SEO”• Name• Keywords• Tile
  26. 26. Release Betas• Beta-testers are your first evangelists• Recruit beta-testers: – – Twitter #wp7 #wpdev
  27. 27. Feedback loop• Facilitate user feedback and ratings• “Bad” feedback should go directly to you, good feedback – to the Marketplace• Consider Good feedback encouraging rating/review after a number of launches Bad feedback
  28. 28. Publication• Have everything to get featured – background image is not required, but your chances of being featured without it are low• Don’t submit on Friday – András Velvárt: “If you look at the charts from WP7AppList, you can see that almost no applications get verified and published during the weekends. … You essentially have two more days to test and make sure the app doesn’t fail digestion without impacting the publishing date.” – René Schulte: “48h difference in submission (Friday night - Sunday night) -> 12h difference certification email (Thursday morning - evening).”• Don’t auto-publish
  29. 29. Online presence
  30. 30. Demo video• Easier to watch than try your app• Great asset for marketing activities
  31. 31. Online presence• Web site or section• Facebook Page• Twitter account• Google+ Page• Blog
  32. 32. Free promotion
  33. 33. Tip specialized blogs•,,,, (Lithuanian), (Latvian), (Russian), etc.• Make it personal• Include short description – maybe even something that looks like a review• Link to your demo video. You made it, right?
  34. 34. Tweet and post to Facebook• Decorate tweets with #wp7 hashtag• Tweet, retweet, post to Facebook from your personal accounts• Help fellow developers (retweet, like, etc.)• Temporarily change your avatar to app’s tile• Mention app in your personal profiles
  35. 35. Monitor and react to feedback• Monitor mentions of your app on Twitter, blogs, etc.• Encourage transformation of positive mentions into 5* ratings• React and address negative feedback
  36. 36. Social media integration
  37. 37. Show off your app everywhere!• Show your app to your friends• Show your app to Windows Phone enthusiasts• Show your app to influential community and Microsoft people
  38. 38. Case Study: Wordament
  39. 39.  Cross-promote apps with other developers Utilize full potential of your ad space
  40. 40. Paid advertising
  41. 41. Paid advertising• On the web – Specialized blogs – App catalog sites •,,, etc. – (search wp7)• Directly on Windows Phone – AdDuplex, AdMob, etc.
  42. 42. Summary
  43. 43. Summary• Marketing is at least as important as the app itself• Starting with free is the cheapest and most effective marketing instrument• Be creative, be active, utilize all channels.
  44. 44. Thank you!