Marketing and Monetization of
Windows Phone Apps
YOUR
AD
HERE
YOUR
AD
HERE
Alan Mendelevich | AdDuplex | alan@adduplex.com...
Elbert Perez
• $61,321.58 from 7 games
in 2011
Jeff Weber
• $23,215.68 in 6 months
from Krashlander
4Bros Studio
• $10-15k...
App Gold Rush
is over
Did you know …
Product
20%
Marketing
80%
Research shows that 20% of product’s
success is determined by the product itself
...
WTH are you
trying to do?
A hobby?
Contracts?
My app is my
business!
Developer’s Work Cycle
Task Deliverables Money
Employee/Contract developer
Task Deliverables Money
Entrepreneur developer
...
What to build?
Scratch your
own itch
Original vs. “Me too”
Megahit vs. Smaller Hits
Release date is a
feature
“… this was quite important
since it got a lot of attention
for being the first real
picture eff...
Release date is a
feature
With every SDK/OS release
there’s a chance to be the
first to utilize some
previously unavailabl...
Getting ideas and inspiration
The Daily Practice
“Every day I write down ideas. I write down so
many ideas that it hurts m...
Getting a return
on your
investment
Front-end for your main service
Paid Apps
Set a competitive price
Consider psychology
Consider who and where
your customer is
Set a price that makes
busin...
Trial
Can’t try ==
won’t buy
Trials according
to Microsoft
70x more downloads,
10% conversion rate
In-app
purchases
iOS: “Right now, 18 of the
top 25 grossing of all apps
are Free To Play Games
(72%).”
http://www.treysmit...
Advertising is
best suited for
long/frequently
running apps
and games
Generally perform
better than paid apps*
Ad networks
AdDuplex as a Fallback Solution
Smaato: “Worldwide, the average ad network fill
rate was 10% in Q3 2011”
“AdDuplex +
pubCe...
Maximize ad
space value by
multiple network
fallbacks.
Fallback to
AdDuplex or in-
house ads.
Windows Phone Ad Rotator
htt...
Lifetime user value
So, which
business model
should I choose?
Promote your
app, promote
your app,
promote your
app, promote
your app…
Don’t monetize your app on day one
Giving your app
away is the
cheapest and
most effective
marketing
instrument you
have
“Helium Voice was released in
Novemb...
Case Study: Chicks'n'Vixens
• Released as absolutely free (while in beta)
• Went on to be #1 paid game for some time after...
Case Study: gMaps
• Started as absolutely free
• Added ads and a “Pro”
version later
Before you
launch…
Store “SEO”:
app’s name,
price and
tile. That is
all users see.
Store “SEO”: Keywords
Release Betas:
Beta-testers are
your first
evangelists
Recruit beta-testers:
WindowsPhoneBeta.com
Twitter #wpdev
“Bad” feedback
should go
directly to you,
good feedback –
to the Store
Good feedback
Bad feedback
Localize
English
33%
Italian
15%Spanish
13%
Chinese
8%
Russian
7%
German
5%
French
4%
Polish
3%
Portuguese
3%
Finnish
2%
O...
Publication:
have everything
to get featured
Don’t submit on
Friday
“If you look at the charts from
WP7AppList, you can see that
almost no applications get
verified an...
Don’t auto-
publish
Online presence
A picture is worth a
thousand words.
A video is worth a
thousand
screenshots?
Your app needs
a web site…
or at least a
section on your
site Windows Phone 7 App Site template
http://wp7appsite.codeplex...
Free promotion
Tip specialized
blogs
WPCentral.com,
WMPowerUser.com,
1800PocketPC.com,
BestWP7Games.com,
WP7Rocks.com (Russian)…
Filterab...
Podcasts
WindowsDeveloperShow.com AppBizDev.com
Get
featured in
the store
Tweet, post on
Facebook,
retweet others,
change your
avatar, bio…
Monitor and
react to
feedback
Social media
integration
Show off your
app
everywhere!
Case Study: Wordament
Cross-promote
your own apps
Empowering
developers to
help each other
 Cross-promote apps with
other developers
 Utilize full potential of your
ad sp...
On the web:
specialized
blogs and sites,
BuySellAds.com,
AdWords,
Facebook, etc.
On the phone
In discovery
apps
Lifetime user value
Summary
Thank you!
@ailon
blog.adduplex.com
alan@adduplex.com
AppBizDev.com
Developer's Guide to Windows Phone App Marketing and Monetization
Developer's Guide to Windows Phone App Marketing and Monetization
Developer's Guide to Windows Phone App Marketing and Monetization
Developer's Guide to Windows Phone App Marketing and Monetization
Developer's Guide to Windows Phone App Marketing and Monetization
Developer's Guide to Windows Phone App Marketing and Monetization
Developer's Guide to Windows Phone App Marketing and Monetization
Developer's Guide to Windows Phone App Marketing and Monetization
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Developer's Guide to Windows Phone App Marketing and Monetization

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Developer's Guide to Windows Phone App Marketing and Monetization

  1. 1. Marketing and Monetization of Windows Phone Apps YOUR AD HERE YOUR AD HERE Alan Mendelevich | AdDuplex | alan@adduplex.com | @ailon Developer’s Guide to
  2. 2. Elbert Perez • $61,321.58 from 7 games in 2011 Jeff Weber • $23,215.68 in 6 months from Krashlander 4Bros Studio • $10-15k per month from ads in Taptitude Health Pack Games • up to $800 per day from NAX in games
  3. 3. App Gold Rush is over
  4. 4. 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
  5. 5. WTH are you trying to do?
  6. 6. A hobby?
  7. 7. Contracts?
  8. 8. My app is my business!
  9. 9. Developer’s Work Cycle Task Deliverables Money Employee/Contract developer Task Deliverables Money Entrepreneur developer SALE SALE
  10. 10. What to build?
  11. 11. Scratch your own itch
  12. 12. Original vs. “Me too”
  13. 13. Megahit vs. Smaller Hits
  14. 14. Release date is a feature “… 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.” René Schulte, PicturesLab
  15. 15. Release date is a feature With every SDK/OS release there’s a chance to be the first to utilize some previously unavailable capability
  16. 16. Getting ideas and inspiration The Daily Practice “Every day I write down ideas. I write down so many ideas that it hurts my head to come up with one more. Then I try to write down five more. … The “idea muscle” atrophies within days if you don’t use it. Just like walking. If you don’t use your legs for a week, they atrophy. You need to exercise the idea muscle. It takes about 3-6 months to build up once it atrophies. Trust me on this.” http://www.jamesaltucher.com/2011/02/how-to-be-the-luckiest-guy-on-the-planet-in-4-easy-steps/
  17. 17. Getting a return on your investment
  18. 18. Front-end for your main service
  19. 19. 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
  20. 20. Trial Can’t try == won’t buy
  21. 21. Trials according to Microsoft 70x more downloads, 10% conversion rate
  22. 22. In-app purchases iOS: “Right now, 18 of the top 25 grossing of all apps are Free To Play Games (72%).” http://www.treysmithblog.com/the-fall-of-angry-birds/ Windows Phone 8+
  23. 23. Advertising is best suited for long/frequently running apps and games Generally perform better than paid apps*
  24. 24. Ad networks
  25. 25. AdDuplex as a Fallback Solution Smaato: “Worldwide, the average ad network fill rate was 10% in Q3 2011” “AdDuplex + pubCenter is a winning recipe” JC Cimetiere Director Product Management Windows Phone Microsoft
  26. 26. Maximize ad space value by multiple network fallbacks. Fallback to AdDuplex or in- house ads. Windows Phone Ad Rotator http://wp7adrotator.codeplex.com/ Unified Ad Control For Windows Phone http://wpunifiedad.codeplex.com/
  27. 27. Lifetime user value
  28. 28. So, which business model should I choose?
  29. 29. Promote your app, promote your app, promote your app, promote your app…
  30. 30. Don’t monetize your app on day one
  31. 31. Giving your app away is the cheapest and most effective marketing instrument you have “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.” René Schulte “Krashlander total downloads (Includes both trials and purchases) - 23,500, Krashlander Free total downloads - 327,000” Jeff Weber
  32. 32. Case Study: Chicks'n'Vixens • 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 I'm very happy with the results. I won't 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
  33. 33. Case Study: gMaps • Started as absolutely free • Added ads and a “Pro” version later
  34. 34. Before you launch…
  35. 35. Store “SEO”: app’s name, price and tile. That is all users see.
  36. 36. Store “SEO”: Keywords
  37. 37. Release Betas: Beta-testers are your first evangelists Recruit beta-testers: WindowsPhoneBeta.com Twitter #wpdev
  38. 38. “Bad” feedback should go directly to you, good feedback – to the Store Good feedback Bad feedback
  39. 39. Localize English 33% Italian 15%Spanish 13% Chinese 8% Russian 7% German 5% French 4% Polish 3% Portuguese 3% Finnish 2% Other 7% Windows Phone Languages (March 2013)
  40. 40. Publication: have everything to get featured
  41. 41. Don’t submit on Friday “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.” András Velvárt “48h difference in submission (Friday night - Sunday night) -> 12h difference certification email (Thursday morning - evening).” René Schulte
  42. 42. Don’t auto- publish
  43. 43. Online presence
  44. 44. A picture is worth a thousand words. A video is worth a thousand screenshots?
  45. 45. Your app needs a web site… or at least a section on your site Windows Phone 7 App Site template http://wp7appsite.codeplex.com/ WP7Graze https://github.com/mikoskinen/grazewp7 NOKIA Marketing in a Box http://www.developer.nokia.com/Distribute/Pro moting_your_app
  46. 46. Free promotion
  47. 47. Tip specialized blogs WPCentral.com, WMPowerUser.com, 1800PocketPC.com, BestWP7Games.com, WP7Rocks.com (Russian)… Filterable list at WindowsPhoneSites.com
  48. 48. Podcasts WindowsDeveloperShow.com AppBizDev.com
  49. 49. Get featured in the store
  50. 50. Tweet, post on Facebook, retweet others, change your avatar, bio…
  51. 51. Monitor and react to feedback
  52. 52. Social media integration
  53. 53. Show off your app everywhere!
  54. 54. Case Study: Wordament
  55. 55. Cross-promote your own apps
  56. 56. Empowering developers to help each other  Cross-promote apps with other developers  Utilize full potential of your ad space
  57. 57. On the web: specialized blogs and sites, BuySellAds.com, AdWords, Facebook, etc.
  58. 58. On the phone
  59. 59. In discovery apps
  60. 60. Lifetime user value
  61. 61. Summary
  62. 62. Thank you! @ailon blog.adduplex.com alan@adduplex.com AppBizDev.com
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