Developer's Guide to Marketing and Monetization of Windows Phone Apps


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Developer's Guide to Marketing and Monetization of Windows Phone Apps

  1. 1. YOUR YOUR AD AD HERE HEREDeveloper’s Guide toMarketing and Monetization ofWindows Phone Apps Alan Mendelevich | AdDuplex | | @ailon
  2. 2. Fast forward to February, and now I am making around $380 aday from ads from my 7 games.…Grand total revenue for 2011 - $61,321.58 -- Elbert Perez , occasionalgamer.comI generally get about 1.5 hours a day for game development…Total marketplace/ad revenue for both Krashlander and Krashlander Free -$23,215.68 -- Jeff WeberTaptitude has been out for just over a year but in the first 4 months weonly made $500.…Despite being a slow start, were now pulling in $10-15k per month in adrevenue -- 4Bros Studio
  3. 3. Will The Real AppMillionaire PleaseStand Up? In 2012 your team of 3 developers in a garage has minimal chances of making 70,000 Euro from a single app on ANY platform.
  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 your own itch
  8. 8. Original vs. “Me too”
  9. 9. $23,000+ at 1.5h/dayMegahit vs. Smaller Hits$10,000-$15,000/month $61,000+ in 2011
  10. 10. Release date is a feature• Be the first to solve a problem – René Schulte: “… this was quite important since it got a lot of attention 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.”• With every SDK/OS release there’s a chance to be the first to utilize some previously unavailable capability
  11. 11. 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.”
  12. 12. Make Money
  13. 13. Front-end for your main service
  14. 14. 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
  15. 15. Trial• Can’t try == won’t buy• 70% more purchases than without trials• Counter example: Cocktail Flow*
  16. 16. In-app purchases• iOS: “Right now, 18 of the top 25 grossing of all apps are Free To Play Games (72%).” –• Windows Phone 8+• Windows Phone 7.x – Roll out your own – Use 3rd party services (MoVend, Linxter)
  17. 17. Free apps with ads• Generally perform better than paid apps*• Best suited for long/frequently running apps (games)
  18. 18. Ad networks
  19. 19. 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”
  20. 20. Fill rate• Maximize ad space value by multiple network fallbacks. Fallback to AdDuplex or in-house ads. – Silverlight/XNA: Windows Phone Ad Rotator – Silverlight: Unified Ad Control For Windows Phone
  21. 21. Lifetime user value
  22. 22. Promote yourapp, promoteyour app,promote yourapp, promoteyour app…
  23. 23. Don’t monetize your app on day one
  24. 24. Don’t monetize on day one• Giving your app away is the cheapest and most effective marketing instrument you have – René Schulte: “Helium Voice was released in November 2010 and has 18,773 downloads as of today. Helium Voice Free was released in March 2011 and has 143,002 downloads as of today.” – Jeff Weber: “Krashlander total downloads (Includes both trials and purchases) - 23,500, Krashlander Free total downloads - 327,000”
  25. 25. 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
  26. 26. Case Study: gMaps• Started as absolutely free• Added ads and a “Pro” version later
  27. 27. Before youlaunch…
  28. 28. Marketplace “SEO”• Name• Keywords• Tile
  29. 29. Release Betas• Beta-testers are your first evangelists• Recruit beta-testers: – – Twitter #wp7 #wp8 #wpdev
  30. 30. Feedback loop• Facilitate user feedback and ratings• “Bad” feedback should go directly to you, good feedback – to the Good feedback Marketplace• Consider encouraging rating/review after a number of launches Bad feedback
  31. 31. Localize• Keep in mind that you will probably start getting feedback/support requests in languages you don’t know
  32. 32. Publication• Have everything to get featured• Don’t submit on Friday – András Velvárt: “If you look at the charts from WP7AppList, you can see that 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.” – René Schulte: “48h difference in submission (Friday night - Sunday night) -> 12h difference certification email (Thursday morning - evening).”• Don’t auto-publish
  33. 33. Online presence
  34. 34. Demo video• Easier to watch than try your app• Great asset for marketing activities
  35. 35. Online presence• Web site or section• Facebook Page• Twitter account• Blog
  36. 36. Free promotion
  37. 37. Tip specialized blogs•,,,, (Russian), etc. – Filterable list at• Make it personal• Include short description – maybe even something that looks like a review• Link to your demo video. You made it, right?
  38. 38. Tweet and post to Facebook• Decorate tweets with #wp8 #WindowsPhone hashtags• Tweet, retweet, post to Facebook from your personal accounts• Help fellow developers (retweet, like, etc.)• Temporarily change your avatar to app’s tile• Mention app in your personal profiles
  39. 39. Monitor and react to feedback• Monitor mentions of your app on Twitter, blogs, etc.• Encourage transformation of positive mentions into 5* ratings• React and address negative feedback
  40. 40. Social media integration
  41. 41. Show off your app everywhere!• Show your app to your friends• Show your app to Windows Phone enthusiasts• Show your app to influential community and Microsoft people
  42. 42. Case Study: Wordament
  43. 43. Empoweringdevelopers tohelp each other Cross-promote apps with other developers Utilize full potential of your ad space
  44. 44. Paid advertising
  45. 45. On the web• Specialized blogs• App catalog sites •,,, etc.• (search wp7, windows phone)
  46. 46. On the phone
  47. 47. In discovery apps
  48. 48. Summary
  49. 49. Summary• Marketing is at least as important as the app itself• Starting with free is the cheapest and most effective marketing instrument• Be creative, be active, utilize all channels.
  50. 50. Thank you!