3. Amazon Appstore
75% Android apps just work1-Click Purchase
244M Amazon accounts 200+ countries
Kindle Fire Android FireTV
3
4. My 5 tips
• Tip 1: Offer true value to customers
• Tip 2: Balance IAP selection and prices
• Tip 3:Try different revenue models
• Tip 4: Engage with customers
• Tip 5: Increase awareness and user base
4
5. My 5 tips
• Tip 1: Offer true value to customers
• Tip 2: Balance IAP selection and prices
• Tip 3:Try different revenue models
• Tip 4: Engage with customers
• Tip 5: Increase awareness and user base
5
11. My 5 tips
• Tip 1: Offer true value to customers
• Tip 2: Balance IAP selection and prices
• Tip 3:Try different revenue models
• Tip 4: Engage with customers
• Tip 5: Increase awareness and user base
11
12. In-app purchases generated only 53% of revenue in the
Apple App Store for iPhone in January 2012 in the U.S.,
but generated a record 76% in
February 2013 clearly
demonstrating the success of this
monetization method
Distimo http://www.distimo.com/blog/2013_03_publication-how-the-most-successful-apps-monetize-their-user-base/
12
16. My 5 tips
• Tip 1: Offer true value to customers
• Tip 2: Balance IAP selection and prices
• Tip 3:Try different revenue models
• Tip 4: Engage with customers
• Tip 5: Increase awareness and user base
16
17. WHAT ARETHE OTHER REVENUE MODELS
YOU CANTRY?
Photo/maclauren70/CC BY
17
18. Mobile Ads
cost per click (CPC) and cost per
thousands impressions (CPM)
The two common pricing models support by
mobile ads networks are
18
19. CTR by Ad Format
⊗
12.60%
7.14%
5.7%
0.37%0.23%
Banner Custom Interstitial App Lists Panel
Source: AppFlood 2013 http://appflood.com/a/download-ebook-3-easy-steps-to-monetizing-apps
Banner Custom Interstitial App Lists Panel
19
20. Impression by Ad Format
⊗
x1x2
x28
x15
x10
Banner Custom Interstitial App Lists Panel
Banner Custom Interstitial App Lists Panel
Source: AppFlood 2013 http://appflood.com/a/download-ebook-3-easy-steps-to-monetizing-apps
20
21. Amazon Ads Network
“In-app-purchasing [performance] is similar to other platforms, but
Amazon Mobile Ads have the highest eCPM, normally 1.5 times
higher than iAd.”
“With Amazon Mobile Ads in the first slot,
our eCPM went up 216%!”
- Paul Yan, CEO Pinssible Lab
- Jason Stock, CEO Firecracker Software
21
22. Amazon Mobile Associate API
• Sell physical & digital goods from mobile apps
• Earn up to 6% of advertising fees on purchases made
• Leverage Amazon 1-Click purchase experience
• Seamlessly integration and UX
22
25. Subscription Model
+ Guarantee of repeat transactions
- Requires the backend servers of subscription purchases,
tokens and billing activities, such as refunds.
- High entry barrier
25
27. My 5 tips
• Tip 1: Offer true value to customers
• Tip 2: Balance IAP selection and prices
• Tip 3:Try different revenue models
• Tip 4: Engage with customers
• Tip 5: Increase awareness and user base
27
30. More time = More revenue
Source: Amazon, June 2013
56% of purchases are repeat purchases
62% of revenue occurs after the first 7 days
35% of revenue occurs after the first 30 days
30
31. Session time is the multiplier
6.1$
5.6$
7.3$
18.9$
1.2$
2.8$
#$of$sessions$/$ac5ve$ session$total$$/$ac5ve$
(minutes)$
× =
avg.$session$length$
(minutes)$
Top 50
The Rest
Source: Amazon, June 2013
Day 30
31
32. Players are paying more
Top 50
The Rest
Source: Amazon, June 2013
Day 30
116%$
189%$
219%$
100%$ 100%$ 100%$
#$of$items$/$paying$ avg.$selling$price$ ARPPU$
=×
32
33. Case study: Game difficulty test
10% hardernormal10% easier
3 day Retention 19.94% -1.07% +0.83%
7 day Retention 8.06% +6.74% -10.11%
Units Purchased 2.05% +8.34% -12.07%
Ads Clicked 0% +5.09% +4.07%
33
34. ABTesting/Analytics API
• Free for any kinds of usage
• Supports iOS,Android, and Fire OS
• Deployed instantly
• Supports multiple goals
34
35. My 5 tips
• Tip 1: Offer true value to customers
• Tip 2: Balance IAP selection and prices
• Tip 3:Try different revenue models
• Tip 4: Engage with customers
• Tip 5: Increase awareness and user base
35
39. Case study: Dr. Panda
GrossRevenue
AmazonAppstore
Promotion Period
UK
DE
FR
IT
ES
Banners + discounts
39
40. Appstore Developer Select
Enhanced on-device
Merchandising for
FireTV compatible apps
25% off Amazon Web Services
500K FREE mobile ad impressions
customers will receive 30% price back in Coins
500K Coins offer per
qualified FireTV compatible
app
More detail: https://developer.amazon.com/appsandservices/resources/promotional-tools/featured-developer-program
40
41. 5Tips of monetization
• Tip 1: Offer true value to customers
• Tip 2: Balance IAP selection and prices
• Tip 3:Try different revenue models
• Tip 4: Engage with customers
• Tip 5: Increase awareness and user base
41
