Droidcon Moscow 2015. Секреты успеха в Google Play. Алексей Кокин - Google Russia

1. Секреты успеха в Google Play
Алексей Кокин

2. What's new on Google Play
Android powers
more screens
that empower
more people
Statistic source: IDC Worldwide Quarterly Mobile Phone Tracker

3. What's new on Google Play
Play empowers
developers to build
successful businesses
worldwide

4. What's new on Google Play
More ways for users to
pay in more countries in
the last 12 months

5. What's new on Google Play
Google Play Games is
the fastest growing
mobile gaming
platform in history

6. Публикация и продвижение
Новые возможности

7. What's new on Google Play
A new way for
the whole family
to play

8. Grow | Get discovered & reach more users
Set your app to
work with Google
Play for Work

9. What's new on Google Play
Developer homepages
Enhanced discovery1

10. What's new on Google Play
Publish with confidence
Beta TestingAlpha Testing Staged Rollout Production
80%
of the most successful
apps in Play use
alpha/beta testing and
staged rollouts
Publish with confidence2

11. What's new on Google Play
Introducing
Cloud Test Lab
Publish with confidence2

12. What's new on Google Play
A new way to promote
your app on Play
Find and retain a valuable audience3

13. What's new on Google Play
Promote your
app from the
Developer
Console
Find and retain a valuable audience3

14. What's new on Google Play
Know your
users with the
Acquisition &
Conversion
Funnel
Find and retain a valuable audience3

15. What's new on Google Play
Experiment with
your Store Listing
to drive installs Kongregate saw a
DOUBLE
DIGIT
increase in installs
A
B
C
Find and retain a valuable audience3

16. What's new on Google Play
Reply to reviews
Optimization tips
Monetization reports
App translation service
Beta testing & staged rollouts
Cloud Test Lab
Player Analytics
Developer pages
Halt staged rollouts
Pre-registration pages
Store listing experiments
Universal app campaigns
Distribute to Android Auto
Search ads in the Play Store
Opt-in to Google Play for Work
Opt-in to Designed for Families
Acquisition & Conversion funnel
Export data & programmatic access
Content ratings & new review process
History log
Email alerts
App Indexing
Security alerts
Publishing API
New game stats
Subscriptions features
Distribute to Android TV
Distribute to Android Wear
Localized graphics
Google Play Developer Console (Beta)
2012 (2H) 2013 2014 2015 (1H)
Google Play Developer
Console launches
Sell to 136 countries
33 DCB countries
28 have gift cards
21 PayPal countries

17. Design & Develop
Build Better Apps

18. Build better apps | Design and develop
Bring your app
to life with
Material Design

19. Build better apps | Design and develop
Four principles to go material
Tangible surfaces Meaningful & delightful motion Bold & beautiful aesthetic Adaptive design

20. Build better apps | Design and develop
Конкурс по material design
http://special.habrahabr.ru/google/md/

21. Build better apps | Design and develop
What’s new in Android Marshmallow
● Permissions at runtime
● App links
● Battery improvements
● Now on Tap
● Android Pay & Fingerprint
● And much more...
Test your apps
on Nexus 5, 6,
9, and Player

22. Build better apps | Design and develop
What’s new: Permissions
L and before:
Permissions at Install
● Install friction is high
● Limited control for users
● New permissions block
app updates
M and after:
Permissions at Runtime
● Fewer, simpler
permissions
● Requested at runtime,
not install
● Increased user control
and auditing

23. Build better apps | Design and develop
What’s new: App Standby & Doze
Two features designed to improve device battery life:
1. App Standby restricts activity for inactive apps
● syncs and jobs are deferred
● network access is restricted
2. Doze restricts activity for all apps when a device is stationary
● network access is restricted - WiFi Scans OFF; GPS OFF
● wakelocks are ignored
● syncs and jobs are deferred
● alarms are deferred

24. Build better apps | Design and develop
Design for Tablets
● Optimize layouts for larger screens
● Add screenshots for 7” and 10” tablets
● Review the tablet quality checklist online

25. Grow | Get discovered & reach more users
Take your app
to tablet Worldwide tablet
shipments predicted
to hit
320M
units in 2015
Statistic source: techcrunch.com
New opportunities & audiences1

26. Build better apps | Design and develop
Design for Android Wear
● Plan for UX iterations
● Notifications just work
● Enhanced notifications
● Native Wear apps
● Test against the Wear quality criteria

27. Grow | Get discovered & reach more users
With Android Wear,
the time is now for
wearable apps
Worldwide wearable
shipments predicted
to hit
164M
units in 2015
Statistic source: statista.com
New opportunities & audiences1

28. Build better apps | Design and develop
Design for Android TV
● Optimize for casual consumption on a big screen
● Keep menus and interactions simple
● Immerse in content
● Test against the TV quality criteria

29. Grow | Get discovered & reach more users
Bring your app to life
on the big screen
with Android TV
Worldwide smart TV
shipments predicted
to hit
191M
units in 2015
Statistic source: statista.com
New opportunities & audiences1

30. Grow | Get discovered & reach more users
Drive your app home
with Android Auto
New opportunities & audiences1

31. Build better apps | Design and develop
Prepare for the
next billion users
● APK size
● Network use
● Memory use
● Testing

32. Get discovered & reach more users
Grow

33. Grow | Get discovered & reach more users
Discoverability &
organic installs

34. Grow | Get discovered & reach more users
Play Store listing: be
unique, compelling, and
make it snappy
TITLE
DESCRIPTION
ICON
KEY IMAGES
VIDEO TRAILER
Discoverability & organic installs2

35. Grow | Get discovered & reach more users
ICON
KEY
IMAGES
HEADER IMAGE/VIDEO
TITLE
DESCRIPTION
Discoverability & organic installs2

36. Grow | Get discovered & reach more users
Optimize your
Play store listing
with experiments Kongregate saw a
DOUBLE
DIGIT
increase in installs
A
B
C
Discoverability & organic installs2

37. Grow | Get discovered & reach more users
Get your app in
Google Search
with App Indexing
Statistic source: Google internal
100B
Google searches
every month
Discoverability & organic installs2

38. Engage | In the competitive world of apps, engagement is everything
Launch straight from
Google Search with
App Indexing Etsy has seen an
11.6%
increase in average
daily app traffic from
referral links

39. Grow | Get discovered & reach more users
From web to device,
in one click, with
Google sign-in Some developers
have seen a
40%
app install
acceptance rate
Statistic source: Google internal
Discoverability & organic installs2

40. Grow | Get discovered & reach more users
3
Paid promotion
with AdWords

41. Grow | Get discovered & reach more users
Promote your app in the right places,
and drive installs. While users...
Search GoogleWatch on YouTube Engage with Apps Surf the Web Work in GmailSearch Play

42. Earn
It pays to be on Google Play

43. Earn | It pays to be on Google Play
In more countries with more
ways for users to pay
● Google Play Gift cards in 28 countries
● Direct Carrier Billing in 33 countries
● PayPal in 21 countries
● Developers can sell their apps from 79 countries
● Developers can sell their apps to 136 countries
More ways than ever for users to pay1

44. Earn | It pays to be on Google Play
Offering locally relevant payment
methods to convert more users
Locally relevant
payments resulted in
70%
year-on-year buyer
growth in Germany
Locally relevant
payments resulted in
80%
year-on-year buyer
growth in Hong Kong
Locally relevant
payments resulted in
100%
year-on-year buyer
growth in Russia
38%
year-on-year growth in
developers with
primarily international
sales

45. Earn | It pays to be on Google Play
Localize to
increase sales

46. Earn | It pays to be on Google Play
Develop your app for local
markets to increase
downloads and boost sales
SayHi Chat saw
120%
growth in country installs
for new languages added
Localize to increase sales2

47. Earn | It pays to be on Google Play
Create Play Store
listings that talk the
local language
LOCALIZED OR
BILINGUAL TITLE
LOCALIZED
DESCRIPTION
LOCALIZED
SCREENSHOTS
MARKET-SPECIFIC
TRAILER
Localize to increase sales2

48. Earn | It pays to be on Google Play
Localize your pricing to get
the best download rate
2xsales lift in Japan for
apps with precise local
pricing
Localize to increase sales2

49. Earn | It pays to be on Google Play
Monetize with new subscription
features on Google Play
● Weekly subscriptions (along with monthly, annual, and seasonal)
● Grace periods
● Goodwill credits
● Upgrades and downgrades
● Programmatic approach to issuing refunds and managing access
● New finance metrics on subscriptions in the Developer Console
Monetize with subscriptions3

50. Thank you