Promotion and Monetization of Windows Phone Apps
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Promotion and Monetization of Windows Phone Apps






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  • I would recommend for marketing and promotion of Windows Phone apps. I have used their services for a number of releases. I outsource development and have no time at all for marketing. Using xappio has been a real time saver and provided good results,
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  • Why 'don't submit on friday' recommendation? Are you talking about submitting to AppHub or publishing?
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Promotion and Monetization of Windows Phone Apps Presentation Transcript

  • 1. Marketing and Monetization of Windows Phone Apps
    Alan Mendelevich
  • 2. Richard Foster, once a DOS programmer and now working for the family dry cleaning business and developing mobile applications part-time for his company Edgeway Software, is ecstatic about the results he 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 day from ads from my 7 games.

    I’d like to start chronicling my experiences as I start doing my Full Time Indie Gig. I started going full time April 1st, 2011 …
    -- Elbert Perez ,
  • 3. Did you know …
    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
  • 4. Publish an App
  • 5. 38 countries can submit directly, 102 - indirectly
  • 6. Submitting an app
    App Hubhttp://create.msdn.comAvailable 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*
  • 7. Make Money
  • 8. Front-end for your main service
  • 9. “Kik Messenger Effect”
    22% higher than anticipated Android and iOS growth after launch on Windows Phone
  • 10. 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
  • 11. Trial
    Can’t try == won’t buy
    70% more purchases than without trials
    Counter example: Cocktail Flow
  • 12. In-app purchases
    No built-in centralized mechanism
    Roll out your own
    Use 3rd party services (MoVend)
  • 13. Free apps with ads
    Generally perform better than paid apps*
    Best suited for long/frequently running apps (games)
  • 14. Ad networks
    Microsoft pubCenter
    Google AdMob
    Millennial Media
  • 15. Fill rate
    Smaato: “Worldwide, the average ad network fill rate was 18% in Q2 2011”
    Maximize ad space value by multiple network fallbacks. Fallback to AdDuplex or in-house ads.
    Silverlight: Windows Phone 7 Ad Rotator
    XNA: ImproviSoft Ad Network Manager
  • 16. Promote your app, promote your app, promote your app, promote your app…
  • 17. Don’t monetize your app on day one
    Photo by Ginny Washburne
  • 18. Don’t monetize on day one
    Giving your app away is the cheapest and most effective marketing instrument you have
    RenéSchulte: “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.”
  • 19. 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
    New version released as free with ads
  • 20. Case Study: gMaps
    Started as absolutely free
    Added ads and a “Pro” version later
  • 21. 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
  • 22. Before you launch…
  • 23. Look native
  • 24. Marketplace “SEO”
  • 25. Release Betas
    Beta-testers are your first evangelists
    Recruit beta-testers:
    Twitter #wp7 #wpdev
  • 26. Feedback loop
    Facilitate user feedback and ratings
    “Bad” feedback should go directly to you, good feedback – to the Marketplace
    Consider encouraging rating/review after a number of launches
    Good feedback
    Bad feedback
  • 27. Publication
    Have everything to get featured
    background image is not required, but you won’t be featured without it
    Don’t submit on Friday
    Don’t auto-publish
  • 28. Online presence
  • 29. Demo video
    Easier to watch than try your app
    Great asset for marketing activities
  • 30. Online presence
    Web site or section
    Facebook Page
    Twitter account
  • 31. Free promotion
  • 32. 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?
  • 33. Tweet and post to Facebook
    Decorate tweets with #wp7hashtag
    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
  • 34. 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
  • 35. Social media integration
  • 36.
  • 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. Promote your app for free
    Utilize full potential of your ad space
  • 40. Paid advertising
  • 41. Paid advertising
    On the web
    Specialized blogs
    App catalog sites,,, etc. (search wp7)
    Directly on Windows Phone
    AdDuplex, AdMob, etc.
  • 42. Summary
  • 43. Did you know …
    Research shows that 20% of products success is determined by the product itself and the remaining 80% is marketing*
    * I totally made this up
  • 44. 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.
  • 45. Thank you!