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Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략
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Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략

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Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략

Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략

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  • http://www.youtube.com/watch?v=Z0RhXEIkJG8
  • http://www.youtube.com/watch?v=fZuqi8IzTYY&feature=related
  • Above the line (ATL), below the line (BTL), and through the Line (TTL),http://en.wikipedia.org/wiki/Above_the_line_(advertising)
  • Transcript

    • 1. Kinect와 Xbox Live를 통해 알아 본 윈도우폰 7.5 게임 전략
      서진호 부장 / 윈도우폰 개발자 에반젤리스트
      Jinho.Seo@microsoft.com
      http://blogs.msdn.com/jinhoseo
    • 2. 지금까지 우리는?
      #1
      Large & growing
      #1 selling game console
      지난 6개월 동안
      10M
      1천만Kinects 컨슈머 제품 중에 역사상 가장 빠른 판매
      35M
      3천 5백만35 개국에서의 LIVE 구독자 수
      2
    • 3. 다시 말하자면, 게임은 넘버원!
      Xbox 360 is the #1 selling gaming device in the U.S. (32M) and has 55M consoles sold WW
      Xbox LIVE Subscribers vs. Top 10 Cable Companies*
      35M Xbox Live members WW; 18.7M US
      Kinect launch: World record 8 million sold in the first 60 days (It took iPad nearly 6 months to sell 7.5 million)! Currently over 10 million Kinects sold
      40% of time on Xbox is spent outside of gaming (video, chat, social, etc.) for Gold members
      Avg. user has 40” HDTV / 5.1 surround or higher – Big screen venue for your video content!
    • 4. Kinect Demo
      4
    • 5. Bring your start screen to life with glance and go updates from your favorite apps and contacts.
      5
      Windows Phone 7.5 무엇이 달라졌는가? w
      Live Tiles
      Bring your start screen to life with glance and go updates from your favorite apps and contacts
      Live Tiles
      Bring your start screen to life with glance and go updates from your favorite apps and contacts
      Black swan
      Offers up relevant apps for your consideration based on what you are doing on your phone
      App Connect
      Offers up relevant apps for your consideration based on what you are doing on your phone
      App Connect
      Offers up relevant apps for your consideration based on what you are doing on your phone.
      Flowing App Panoramic Display
      Easily swipe across the screen to quickly get the information you need
      Flowing App Panoramic Display
      Easily swipe across the screen to quickly get the information you need.
      Easily swipe across the screen to quickly get the information you need
      Black Swan
      AMC Pacific Place 11 2:10 pm
      AMC Loews 2:40 pm
      Regal 4:10 pm
      Black Swan- Wikipedia, the free Wikipedia
      Makes it easy to play music in the background and quickly switch between apps, picking up where you left off
      Multitasking
      Makes it easy to play music in the background and quickly switch between apps, picking up where you left off
      Multitasking
      Makes it easy to play music in the background and quickly switch between apps, picking up where you left off.
      apps
      Marketplace
      An engaging showplace for apps and games, making it easier and faster to find what you’re looking for or to discover something you didn’t expect
      Marketplace
      An engaging showplace for apps and games, making it easier and faster to find what you’re looking for or to discover something you didn’t expect
      An engaging showplace for apps and games, making it easier and faster to find what you’re looking for or to discover something you didn’t expect
    • 6. 더욱 더 차별화된 Live Tiles
      6
      Pin to Start
      Live Tiles
      Bring your start screen to life with glance and go updates from your favorite apps and contacts
      Pin to Start
      Live Tile Notification
      Live Tile Notification
      Deep Linking
      Deep Linking
    • 7. 다양한 앱 추천 -App Connect
      7
      App Connect
      Offers up relevant apps for your consideration based on what you are doing on your phone
      Pictures
      Pictures
      Black swan
      Music+Video
      Music+Video
      Black Swan
      AMC Pacific Place 11 2:10 pm
      AMC Loews 2:40 pm
      Regal 4:10 pm
      Black Swan- Wikipedia, the free Wikipedia
      Bing
      Product Search
      Bing
      Product Search
      apps
      Bing
      Movie Card
      Bing
      Movie Card
    • 8. 더욱 더 쉽게 앱 전환
      8
      Multitasking
      Makes it easy to play music in the background and quickly switch between apps, picking up where you left off
    • 9. Must Have 앱 장터 –Marketplace
      9
      Major brands have joined the platform: Amazon, Facebook, American Airlines, NBA, ESPN, Netflix, Groupon and thousands more
      Marketplace momentum
      2M+ Windows Phone 7 SDKs downloaded
      50K+ registered developers in marketplace
      30K+ applications published and growing
    • 10. Windows Phone 7.5 Demo
      10
    • 11. Xbox LIVE 사용자 분석
      Xbox LIVE members “agree a lot” to the following statements:
      • 93% of Male 18-34 LIVE users play M rated games
      • 14. 81% of Male 18-34 LIVE users download content from Xbox LIVE
      • 15. 42% of Male 18-34 LIVE users say, “I spend more time playing video games than watching TV
      Xbox LIVE members “agree a lot” to the following statements:
      • I’m the first of my friends to have new technology equipment: Xbox LIVE 5.56%, General Internet Population 3.12%
      • 16. Friends ask my advice about technology equipment: Xbox LIVE 12%, General Internet Population 6.4%
      11
      Demo*
      Love Video Games!*
      Tech Trend Setters!*
      *Simmons Summer 2010
    • 17. 9 out of 10 of the top grossing applications in the Marketplace
      Xbox LIVE Extras is the 6th most downloaded application
      Around half of all Windows Phone 7 owners have downloaded an Xbox LIVE game
      Nearly 50% of Windows Phone 7 customers downloading XBL games are new to Xbox LIVE
      Xbox LIVE Games on Windows Phone
      12
    • 18. Games and Music – some of the top apps
      • Gartner estimates 70 – 80% of all mobile consumer applications downloaded are mobile games¹
      • 19. Games are 9 out of 10 of the top grossing applications in Windows Phone Marketplace
      • 20. Games receive Average User rating 4/5 stars
      • 21. Listening to music is the most popular daily activity across all mobile phones²
      • 22. Downloading music to mobile phones is predicted to grow from 483.8M in 2009 to over 1B in 2014³
      • 23. Greatest growth coming from subscriptions
      Sources: 1Gartner Research Report: Mobile Gaming Expectations Boosted on Application Store and Smartphone Popularity March 2 TNS Research (2010); 3IE Market Research 2010
      13
    • 24. Must Have Games
      Hydro Thunder Go!
      Genre: Racing
      Cost: $4.99
      Blast through 12 ferocious courses with the powerboat of your choice and compete against 15 devious opponents with strategic use of your Hydro Boost power, Mighty Hull and Hydro Jump abilities. In addition to visually stunning environments and insane track layouts, the ever-changing water conditions keep the races varied and interesting.
      Doodle Jump
      Genre: Platform
      Cost: $2.99
      Jump, jump, jump to the top, top, top with “Doodle Jump,” the runaway hit! Guide the Doodler on a springy journey up the never-ending sheet of graph paper to see how far you can climb. Leap from platform to platform, finding your way higher and higher using brilliant contraptions such as springs, propeller hats and jet packs. Avoid broken platforms, menacing black holes, UFOs and baddies. Blast them with your nose balls!
      geoDefense
      Genre: Tower Defense
      Cost: $2.99
      Obliterate a horde of vibrant, vector-styled enemies in this fast-paced tower defense game. Devastate creeps with blasters, lasers and missiles and watch their energy debris swirl through the gravity wells of your vortex towers Demonstrate your pixel-blasting skill to all your friends on Xbox LIVE Leaderboards and earn Achievements as you hone advanced defense strategies.
      Sonic 4
      Genre: Platform Racing
      Cost: $6.99
      Featuring enhanced gameplay elements, including the classic Sonic Spin Dash, and the versatile Homing Attack, Sonic 4 picks up right where Sonic and Knuckles left off. Dr. Eggman's back, and in an effort to finally rid himself of Sonic, he revisits and improves the very best of his creations. Get ready for the next chapter in an all new epic 2D saga built for old and new fans alike.
      Angry Birds
      Genre: Puzzle
      Cost: $2.99
      Angry Birds is now on Windows Phone! The survival of the angry birds is at stake. Dish out revenge on the green pigs who stole the birds’ eggs. Use the unique destructive powers of the angry birds to lay waste to the pigs’ fortified castles. Each of the 195 levels requires logic, skill and brute force to crush the enemy.
      Plants vs Zombies
      Genre: Tower Defense
      Cost: $4.99
      Get ready to soil your plants - Plants vs. Zombies™ is coming to Windows Phone! A mob of fun-loving zombies is about to invade your home, and the only defense is your arsenal of plants. Use peashooters, wall-nuts, cherry bombs and more to mulchify 26 types of zombies before they reach your front door. The fun never dies!
    • 25. 새로운 Xbox LIVE 및 게임 특징
      Games marketplace
      Enhanced Games Marketplace with metro look & soft key search for games
      Games marketplace
      Enhanced Games Marketplace with soft key search for games
      Parental controls
      Keep children safe from M rated games while allowing for an extended portfolio
      Parental controls
      Parental Controls on M rated games
      Paid downloadable content (PDLC)
      MSFT points based in-game add-ons and the ability to purchase avatar items on your phone *Not an E3 Message*
      Paid downloadable content (PDLC)
      MSFT points based in-game add-ons and the ability to purchase avatar items on your phone
      Multiplayer gameplay
      Invite XBL friends via gamertag to play both turn-by-turn and great asynchronous multiplayer games *Not an E3 Message*
      Multiplayer gameplay
      Invite XBL friends via gamertag to play multiplayer games
      Games hub improvements
      Integration of most of “Xbox LIVE Extras” into hub & improved Spotlight experience
      Games hub improvements
      Integration of most of “Xbox LIVE Extras” into hub & improved Spotlight experience
      15
    • 26. Windows Phone owners listen to music and watch videos more than Blackberry and Android users1
      Windows Phone owners are using music services more on the phone than Apple and Android1
      Zune + Windows Phone 7 growth
      • 65% increase in Zune Pass Subscribers since Windows Phone 7 launch
      • 27. 40% of signed-in accounts are from Windows Phone 7
      Zune customer leans heavily towards male, 25-44 with incomes above $87K
      Music on Windows Phone
      1 – MSFT Compete Tracker
      16
    • 28. New Zune music and video features
      Smart DJ
      Creates personalized mixes of music from your collection and/or marketplace
      Smart DJ
      Creates personalized playlists based on the music you love
      Zune Music Pass
      Sign-up and carry millions of songs with you on your phone
      Zune Music Pass
      Sign-up and carry millions of songs with you on your phone
      Pin to Start
      Quickly access your personal and marketplace music by pinning it to the Start screen
      Pin to Start
      Quickly access your favorite albums and playlists by pinning them to the Start screen
      Save Now Playing
      Turn your Now Playing queue into a personal playlist you can access later
      Save Now Playing
      Turn your Now Playing queue into a personal playlist you can access later
      Podcast Marketplace (U.S. only)
      Search and subscribe to podcasts directly from the phone
      Podcast Marketplace (U.S. only)
      Search for, subscribe to, and play podcasts directly from your phone
      17
    • 29. 개발자 지원 및 홍보
      18
    • 30. 19
      어떻게 Promotion 해 줄 것인가?
      Xbox LIVE
      Marketplace
      Digital
      Retail Channel
      Social Media
      • Premium feature placements and merchandising
      • 31. Web - Xbox, Windows Phone & Microsoft
      • 32. Xbox.mobi, mobile.microsoft
      • 33. CRM – Xbox and Windows Phone
      • 34. Facebook & Twitter
      • 35. Blogs
      • 36. POS Piece
      • 37. Retail Sales Professionals
      • 38. Offers and promotions
      • 39. Targeting Millions of Xbox Live Users
      (35MWW, 18.7M
      US)
      • Branded Destination Site
    • App Marketing 기회
      20
      Partner 제공
      Publisher제공
      Microsoft제공
      Partner marketing 와 앱 통합(ATL, BTL, retail, CRM)
      Publishers 의 Brand 와 함께 다양한 공동 마케팅 제공
      MS-led apps campaign 통합 (Microsoft “owned” properties and BTL)
    • 40. Partner 들에게 어떻게 제공하는가?
      21
      App “Bundle” 제공
      App “Content” 제공
      App “Subscription” 제공
      Holiday Survival App Pack
      Orange UK Free
      App-a-Day
      Offer
      Amazon Kindle app
      +
      Kindle books
      Buy a Windows Phone, Get a Themed App Pack (e.g. Holiday Survival, Biz Traveler)
      Buy a Windows Phone, Get Free Content (e.g. Amazon Kindle book each month)
      Buy a Windows Phone, Get Free Apps for a Period of Time (e.g. movie app/week in July)
    • 41. Publisher 들에게 어떻게 제공하는가?
      Device 제공
      Publisher 제공
      Gift/Content 제공
      Buy WP, Get Amazon Shopping App + $X Amazon Gift Card
      NYT Readers Only: New WP for $X + App
      Buy WP, Get BA App + Miles, Points or Free Upgrade
      Leverage or create device offers with Partner; promote w/app to Publisher user base
      Partner with Publisher to create win-win offer and campaign, targeting user base
      Partner with Partner and Publisher to create offering (WP + app + gift or content)
      22
    • 42. 사례: British Airways
      23
      Launch app
      Promote app
      Promote app + WP
      Promote app + WP + offer
      Buy WP, Get BA App + Miles, Points or Free Upgrade
      PR and Web Site
      Inclusion in BA’s Mobile Marketing
      Direct Marketing to BA’s Customers
      Offer with Campaign
    • 43. Gaming – Xbox LIVE 광고
      • 55M WW/ 32M US Subscribers
      • 44. 61% Male
      • 45. 70% 18-34
      • 46. 51% HHI > $75,000
      • 47. Tech Trend Setters
      • 48. Highly Engaged Audience
      • 49. Big Screen Venue for Advertising
      24
    • 50. 결론 – 국내는 어떻게 지원하는가?
      25
      10월 5일 –WP7 ISV Day 초청
      (App Camp, App Clinic, Device Support)
      http://msdn.microsoft.com/ko-kr/gg415576

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