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

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.

Contact me if you want me to talk on the subject at your conference, user group or other event.

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  • 1. YOU YOU R R AD AD HER HER E EDeveloper’s Guide toMarketing and Monetization ofWindows Phone Apps Alan Mendelevich | AdDuplex | ailon@ailon.org | @ailon
  • 2. Developer’s Work Cycle Employee/Contract developer Task Deliverables Money Entrepreneur developer Task Deliverables Money
  • 3. Money Employee Entrepreneur Get Make Paid Money
  • 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. 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. Publish an App
  • 7. 38 countries can submit directly,102 - indirectly
  • 8. Submitting an app• App Hub http://create.msdn.com 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 http://www.appamarket.com/ – Yalla Apps http://www.yallaapps.com/• App Hub – Free Apps Only*
  • 9. Make Money
  • 10. Front-end for your main service
  • 11. “Kik Messenger Effect”• 22% higher than anticipated Android and iOS growth after launch on Windows Phone
  • 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 http://www.wpdownunder.com/?p=2055
  • 13. Trial• Can’t try == won’t buy• 70% more purchases than without trials• Counter example: Cocktail Flow*
  • 14. In-app purchases• No built-in centralized mechanism• Roll out your own• Use 3rd party services (MoVend, Linxter)
  • 15. Free apps with ads• Generally perform better than paid apps*• Best suited for long/frequently running apps (games)
  • 16. Ad networks• Microsoft pubCenter• Google AdMob• Smaato• Millennial Media• Mobclix• MobFox• Inneractive• AdDuplex*
  • 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 http://wp7adrotator.codeplex.com/ – XNA: ImproviSoft AdStreamer™ http://www.improvisoft.com
  • 18. Promote yourapp, promoteyour app,promote yourapp, promoteyour app…
  • 19. Don’t monetize your app on day one
  • 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. 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. Case Study: gMaps• Started as absolutely free• Added ads and a “Pro” version later
  • 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. Before youlaunch…
  • 25. Marketplace “SEO”• Name• Keywords• Tile
  • 26. Release Betas• Beta-testers are your first evangelists• Recruit beta-testers: – WindowsPhoneBeta.com – Twitter #wp7 #wpdev
  • 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. 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. Online presence
  • 30. Demo video• Easier to watch than try your app• Great asset for marketing activities
  • 31. Online presence• Web site or section• Facebook Page• Twitter account• Google+ Page• Blog
  • 32. Free promotion
  • 33. Tip specialized blogs• WPCentral.com, WMPowerUser.com, 1800PocketPC.com, BestWP7Games.com, WPCentras.lt (Lithuanian), WindowsPhone.lv (Latvian), WP7Rocks.com (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. 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. 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. Social media integration
  • 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. Case Study: Wordament
  • 39.  Cross-promote apps with other developers Utilize full potential of your ad space
  • 40. Paid advertising
  • 41. Paid advertising• On the web – Specialized blogs – App catalog sites • WP7AppList.com, appsfuze.com, windowsphoneapplist.com, etc. – BuySellAds.com (search wp7)• Directly on Windows Phone – AdDuplex, AdMob, etc.
  • 42. Summary
  • 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. Thank you!@ailonblog.adduplex.comailon@ailon.org

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