YOUR                                YOUR        AD                                  AD       HERE                         ...
Elbert Perez             • $61,321.58 from 7 games               in 2011Jeff Weber• $23,215.68 in 6 months  from Krashland...
App Gold Rushis over
Did you know …                                            Product                                              20%        ...
Developer’s Work Cycle              Employee/Contract developerSALE       Task           Deliverables        Money        ...
What to build?
Scratch yourown itch
Original vs. “Me too”
Megahit vs. Smaller Hits
Release date is a   “… this was quite important                    since it got a lot of attentionfeature             for ...
Release date is afeature                    With every SDK/OS release                    there’s a chance to be the       ...
Getting ideas and inspiration                  The Daily Practice                  “Every day I write down ideas. I write ...
Getting a returnon yourinvestment
Front-end for your main service
Paid Apps            Set a competitive price            Consider psychology            Consider who and where            y...
Trial        Can’t try ==        won’t buy
Trials accordingto Microsoft                   70x more downloads,                   10% conversion rate
In-apppurchases            iOS: “Right now, 18 of the            top 25 grossing of all apps            are Free To Play G...
Advertising isbest suited forlong/frequentlyrunning appsand games                  Generally perform                  bett...
Ad networks
AdDuplex as a Fallback Solution                                   “AdDuplex +                                   pubCenter ...
Maximize adspace value bymultiple networkfallbacks.Fallback to        Silverlight/XNA: Windows                   Phone Ad ...
Lifetime user value
Promote yourapp, promoteyour app,promote yourapp, promoteyour app…
Don’t monetize your app on day one
“Helium Voice was released inGiving your app   November 2010 and has                  18,773 downloads as of today.away is...
Case Study: ChicksnVixens• Released as absolutely free (while in beta)• Went on to be #1 paid game for some time after swi...
Case Study: gMaps• Started as absolutely free• Added ads and a “Pro”  version later
Before youlaunch…
Store “SEO”:app’s name,price andtile. That isall users see.
Store “SEO”: Keywords
Release Betas:Beta-testers areyour firstevangelists                   Recruit beta-testers:                   WindowsPhone...
“Bad” feedbackshould godirectly to you,   Good feedbackgood feedback –to the Store                   Bad feedback
Localize            Windows Phone Languages (March 2013)             Portuguese Finnish                 3%       2%       ...
Publication:have everythingto get featured
Don’t submit on   “If you look at the charts from                  WP7AppList, you can see thatFriday                  alm...
Don’t auto-publish
Online presence
A picture is worth athousand words.A video is worth athousandscreenshots?
NOKIAMarketing in aBox
Your app needsa web site…or at least asection on yoursite              Windows Phone 7 App Site template                  ...
Free promotion
Tip specializedblogs                  WPCentral.com,                  WMPowerUser.com,                  1800PocketPC.com, ...
PodcastsWindowsDeveloperShow.com   AppBizDev.com
Getfeatured inthe store
Tweet, post onFacebook,retweet others,change youravatar, bio…
Monitor andreact tofeedback
Social mediaintegration
Show off yourappeverywhere!
Case Study: Wordament
Cross-promoteyour own apps
Empoweringdevelopers tohelp each other   Cross-promote apps with    other developers   Utilize full potential of your   ...
On the web:specializedblogs and sites,BuySellAds.com,AdWords,Facebook, etc.
On the phone
In discoveryapps
Lifetime user value
Summary
Thank you!@ailonblog.adduplex.comalan@adduplex.comAppBizDev.com
Developer's Guide to Windows Phone App Marketing and Monetization (AppCampus March 2013)
Developer's Guide to Windows Phone App Marketing and Monetization (AppCampus March 2013)
Developer's Guide to Windows Phone App Marketing and Monetization (AppCampus March 2013)
Developer's Guide to Windows Phone App Marketing and Monetization (AppCampus March 2013)
Developer's Guide to Windows Phone App Marketing and Monetization (AppCampus March 2013)
Developer's Guide to Windows Phone App Marketing and Monetization (AppCampus March 2013)
Developer's Guide to Windows Phone App Marketing and Monetization (AppCampus March 2013)
Developer's Guide to Windows Phone App Marketing and Monetization (AppCampus March 2013)
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Developer's Guide to Windows Phone App Marketing and Monetization (AppCampus March 2013)

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A fully revamped slidedeck for my talk on Windows Phone app marketing and monetization that I gave at AppCampus AppCademy in March 2013.

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Developer's Guide to Windows Phone App Marketing and Monetization (AppCampus March 2013)

  1. 1. YOUR YOUR AD AD HERE HEREDeveloper’s Guide toMarketing and Monetization ofWindows Phone Apps Alan Mendelevich | AdDuplex | alan@adduplex.com | @ailon
  2. 2. Elbert Perez • $61,321.58 from 7 games in 2011Jeff Weber• $23,215.68 in 6 months from Krashlander 4Bros Studio • $10-15k per month from ads in TaptitudeHealth Pack Games• up to $800 per day from NAX in games
  3. 3. App Gold Rushis 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. Developer’s Work Cycle Employee/Contract developerSALE Task Deliverables Money Entrepreneur developer Task Deliverables SALE Money
  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 a “… this was quite important since it got a lot of attentionfeature 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
  11. 11. Release date is afeature With every SDK/OS release there’s a chance to be the first to utilize some previously unavailable capability
  12. 12. 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/
  13. 13. Getting a returnon yourinvestment
  14. 14. Front-end for your main service
  15. 15. 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
  16. 16. Trial Can’t try == won’t buy
  17. 17. Trials accordingto Microsoft 70x more downloads, 10% conversion rate
  18. 18. In-apppurchases 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+
  19. 19. Advertising isbest suited forlong/frequentlyrunning appsand games Generally perform better than paid apps*
  20. 20. Ad networks
  21. 21. AdDuplex as a Fallback Solution “AdDuplex + pubCenter is a winning recipe” JC Cimetiere Director Product Management Windows Phone MicrosoftSmaato: “Worldwide, the average ad network fillrate was 10% in Q3 2011”
  22. 22. Maximize adspace value bymultiple networkfallbacks.Fallback to Silverlight/XNA: Windows Phone Ad RotatorAdDuplex or in- http://wp7adrotator.codeplex.com/ Silverlight: Unified Adhouse ads. Control For Windows Phone http://wpunifiedad.codeplex.com/
  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. “Helium Voice was released inGiving your app November 2010 and has 18,773 downloads as of today.away is the Helium Voice Free was released in March 2011 andcheapest and has 143,002 downloads as of today.”most effective René Schultemarketing “Krashlander total downloads (Includes both trials andinstrument you purchases) - 23,500, Krashlander Free totalhave downloads - 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 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
  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 firstevangelists Recruit beta-testers: WindowsPhoneBeta.com Twitter #wpdev
  33. 33. “Bad” feedbackshould godirectly to you, Good feedbackgood feedback –to the Store Bad feedback
  34. 34. Localize Windows Phone Languages (March 2013) Portuguese Finnish 3% 2% Other Polish 7% 3% French 4% English 33% German 5% Russian 7% Chinese 8% Italian Spanish 15% 13%
  35. 35. Publication:have everythingto get featured
  36. 36. Don’t submit on “If you look at the charts from WP7AppList, you can see thatFriday 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
  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 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
  42. 42. Free promotion
  43. 43. Tip specializedblogs WPCentral.com, WMPowerUser.com, 1800PocketPC.com, BestWP7Games.com, WP7Rocks.com (Russian)… Filterable list at WindowsPhoneSites.com
  44. 44. PodcastsWindowsDeveloperShow.com AppBizDev.com
  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 with other developers Utilize full potential of your ad space
  53. 53. On the web:specializedblogs and sites,BuySellAds.com,AdWords,Facebook, etc.
  54. 54. On the phone
  55. 55. In discoveryapps
  56. 56. Lifetime user value
  57. 57. Summary
  58. 58. Thank you!@ailonblog.adduplex.comalan@adduplex.comAppBizDev.com
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