Monetizing Your Windows Phone App


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From the Windows Phone Boot Camp Series - Fall 2011

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Monetizing Your Windows Phone App

  1. 1. Monetizing aWindows PhoneApplicationDave BostSr. Developer Evangelist,Windows Phone
  2. 2. Joining AppHub(Your first step to Rock Star status!) 2
  3. 3. Joining the Marketplace You can register to be a member of the marketplace for $99 per year Students can register for free via DreamSpark Registered developers can submit applications for approval in the marketplace Unlock up to 5 Devices for testing Join at: 3 Windows Phone
  4. 4. Payment Developers can set a price for an application or give it away for free Developers receive 70% of the price paid for the application Payment starts once the developer has earned up to $200 4 Windows Phone
  5. 5. Free and Paid Applications Developers are limited in the number of free applications they can make available  Only 100 free apps per developer per year  Can publish further free applications at a extra cost of $20 per application Developers can publish as many paid applications as they like5 Windows Phone
  6. 6. Applications for sale Applications can be free or paid Developers can also allow customers to use an application in “try before buy” mode Your application can determine which mode it is running in by calling a status API6 Windows Phone 6
  7. 7. Detecting Trial Mode using Microsoft.Phone.Marketplace; LicenseInformation info = new LicenseInformation(); if ( info.IsTrial() ) { // running in trial mode } It is easy for an application to determine whether it is running in Trial mode 7 Windows Phone 7
  8. 8. MarketplaceSubmission 8
  9. 9. Application Validation When you submit your application for validation the system performs a number of automated tests  Checks if the application makes use of any capabilities that were not specified  Checks for any unmanaged or disallowed libraries  Ensures that all the required assets are provided Then the application is manually tested to ensure proper behaviour in a number of scenarios  Proper dormant/tombstone behaviour 9 Windows Phone
  10. 10. The Marketplace Test Kit The Marketplace Test Kit lets you perform the same tests on your application before you submit it This vastly improves your chances of the application passing first time10 Windows Phone
  11. 11. Demo:Marketplace TestKit
  12. 12. AppHub
  13. 13. New Beta Distribution Service Windows Phone
  14. 14. New Private Distribution Service Distribute certified apps privately to a targeted set of users Capabilities:  Applications are certified before distribution  Developer sends an e-mail with deep link to the users  Applications are not discoverable via search or browse  Developer can update the applications  No limits on the number of users or duration  No access control on distribution  Apps can be „free‟ or „paid‟  Apps can be published publicly at any time Benefits:  Enables broad distribution of apps in a more private way  Enables broad public betas, previews, and community distribution Windows Phone
  15. 15. Marketplace Distribution OptionsNumber of users 100 Unlimited UnlimitedApp Price Must be “free” Can be “paid” Can be “paid”Time Limited Expires after 90 No No daysUpdateable No Yes YesCertification No Yes YesRequiredPublicly No No* YesDiscoverableAccess Control Selected WL ID‟s No NoTarget Users Beta users Private users Public users Windows Phone
  16. 16. New App Hub Dashboard New app lifecycle tab Notifications for any actions needed and status of app during certification process Shows payout amounts to track money earned to date Highlights all your apps by downloads and royalties Data on daily downloads shown on dashboard
  17. 17. Reaching Consumers from MoreCountries Taiwan Hong Kong South Korea Singapore Windows Phone
  18. 18. Demo:Publish an App
  19. 19. Making Money andMaximizing Uptake
  20. 20. 7 Ways to Make More Money The Opportunity Use trial API Revenue = price x quantity Live tilestop-tier of 70x moreincrease English Less than downloads 15% Many portfolio makes WP (75%) developers are Multiple localized into ad mobile FIGS Xbox are apps trial-to-paid conversion 10% frequency Use probably competing in real networks paying too much in2 Use live tiles w/push Marketplace work differently languages rate taxesother app storesuse time for each session Duration of than customers (like you) Most satisfaction ad requestin 7x higher sales Resulting User 25 of 29 countries have3 Use APS Ad Control w/location prefer andASP, 12 DL/uu/mo. $2.93 download apps in negotiated treaty ratesvia Better demo-targeting with Equaling paid) impressions their(3% more local language U.S. below 30% WLID4 Price it right 16 countries have 0% 70% of all ad revenue Tips and Tricks withholding5 Publish (and localize) globally Tips and Tricks Tips and Tricks Don‟t giveand Tricks Don‟t underpricetoo much Tips away yourself Tipsyour metadata and Localize and Tricks6 Keep more of what you make value Experiment withspeakers, if and different app with nativeTricks Tips trial experience Indicate “live tile” in ForMakepoints price theeCPM highest possible description compelling services for7 Get promoted… Add and providecountries ad in similar (A/B) Get location andITINin single Timenew languages price Add or Add relevant number targetingcapabilitycreative based to Microsoft to end ofover Start at upper trials content avoid cut pushvia updates xap work Know your user to to more withholding easier get range. It is Make itthan raisein the trial discretestand out prices Incorporate ads rather demographics Windows Phone version
  21. 21. Merchandising Panorama Featured List 2000% 150% Windows Phone
  22. 22. The Best Way to Get Promoted Delight Utility Functionality Windows Phone
  23. 23. Functionality: WOutstanding performance. Content is dynamic or First use of the app isQuick loading. Does not hang exceptionally well prepared. intuitive and reassuring.or crash Description and metadata Advanced features are help sell the app discoverable and Windows Phone understandable
  24. 24. Utility:App takes full Great use of color, Apps that are likely Concepts that pushadvantage of device graphic placement, to compel frequent the boundaries forfeatures and mobile and visual elements and repeated use mobile apps, offeringscenarios and innovative featuressurprises with or best-in-categoryunexpected innovationcapabilities Windows Phone
  25. 25. Delight:Amazing app capabilities Makes full use of Windows Adoption of Windows Phonethat make the user smile Phone design language platform features (Live tiles,and inspires “show (controls, iconography, font). push notifications, huband tell” behavior Uncluttered, polished clean integration, etc.) Windows Phone experience
  26. 26. Making Money with Advertising Microsoft ad control  Supports both Silverlight and XNA apps  Click-to-web and click-to-call  More markets coming in 2H2011 Ad monetization  Microsoft Ad Exchange  Multiple top-tier mobile ad networks competing in real time for each ad request  Better demographic targeting via WL ID  You keep 70% of ad revenue pubCenter  Windows Phone
  27. 27. Managed Indie Games Microsoft Games Studio  Program for independent game publishers to bring premium mobile games to Windows Phone and Xbox LIVE  Access to Xbox LIVE services and promotion Great Games Wanted  Games of all types  Minimum price point of $2.99  Contact:  Mobile, Console, PC Windows Phone
  28. 28. Calls to Action Download the free tools Register with App Hub Consider one or all of the 7 ways to increase your apps performance in marketplace Review the promotion criteria and consider incorporating into your next update Make plans for addressing new markets later this summer Keep giving us feedback
  29. 29. Getting Your Ideas Turned intoApps Windows Phone November 18, 2011, 8AM – 5PM Microsoft Technology Center, Developer Chicago Boot Camp December 6th – 8th Microsoft Technology Center, Windows Phone Chicago Accelerator Labs Target: Devs working on apps Experts on hand Windows Phone
  30. 30. What‟s Next? Download the Tools & Register for App Hub Get started with any of the three Starter Kits Get a free Marketplace Email token for first 100 apps! with a description of your app3 Windows Phone1
  31. 31. Q&A
  32. 32. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.© 2011 Microsoft Corporation.All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S.and/or other countries.