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Promotion and Monetization of Windows Phone Apps


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Promotion and Monetization of Windows Phone Apps

  1. 1. Marketing and Monetization of Windows Phone Apps<br />Alan Mendelevich<br />AdDuplex<br /><br />@ailon<br />
  2. 2. Richard Foster, once a DOS programmer and now working for the family dry cleaning business and developing mobile applications part-time for his company Edgeway Software, is ecstatic about the results he is seeing developing for Windows Phone 7.<br />…<br />Richard has made $28,882 in four months with his suite of apps.<br />Fast forward to February, and now I am making around $380 a day from ads from my 7 games.<br />…<br />I’d like to start chronicling my experiences as I start doing my Full Time Indie Gig. I started going full time April 1st, 2011 …<br />-- Elbert Perez ,<br />
  3. 3. Did you know …<br />Research shows that 20% of product’s success is determined by the product itself and the remaining 80% is marketing*<br />* I totally made this up<br />
  4. 4. Publish an App<br />
  5. 5. 38 countries can submit directly, 102 - indirectly<br />
  6. 6. Submitting an app<br />App Hubhttp://create.msdn.comAvailable in Australia, Austria, Belgium, Brazil, Canada, Chile, Colombia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Ireland, Israel, Italy, Japan, Korea, Luxembourg, Mexico, Netherlands, New Zealand, Norway, Poland, Portugal, Russia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States.<br />Global Publishing Partners<br />APPA Market<br />Yalla Apps<br />App Hub – Free Apps Only*<br />
  7. 7. Make Money<br />
  8. 8. Front-end for your main service<br />
  9. 9. “Kik Messenger Effect”<br />22% higher than anticipated Android and iOS growth after launch on Windows Phone<br />
  10. 10. Paid Apps<br />Set a competitive price<br />Consider psychology<br />Consider who and where your customer is<br />Set a price that makes business sense<br />WP7 Developer ROI Calculator<br />
  11. 11. Trial<br />Can’t try == won’t buy<br />70% more purchases than without trials<br />Counter example: Cocktail Flow<br />
  12. 12. In-app purchases<br />No built-in centralized mechanism<br />Roll out your own<br />Use 3rd party services (MoVend)<br />
  13. 13. Free apps with ads<br />Generally perform better than paid apps*<br />Best suited for long/frequently running apps (games)<br />
  14. 14. Ad networks<br />Microsoft pubCenter<br />Google AdMob<br />Smaato<br />Millennial Media<br />Mobclix<br />MobFox<br />AdDuplex*<br />
  15. 15. Fill rate<br />Smaato: “Worldwide, the average ad network fill rate was 18% in Q2 2011”<br />Maximize ad space value by multiple network fallbacks. Fallback to AdDuplex or in-house ads.<br />Silverlight: Windows Phone 7 Ad Rotator<br />XNA: ImproviSoft Ad Network Manager<br />
  16. 16. Promote your app, promote your app, promote your app, promote your app…<br />
  17. 17. Don’t monetize your app on day one<br />Photo by Ginny Washburne<br />
  18. 18. Don’t monetize on day one<br />Giving your app away is the cheapest and most effective marketing instrument you have<br />RenéSchulte: “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.”<br />
  19. 19. Case Study: Chicks'n'Vixens<br />Released as absolutely free (while in beta)<br />Went on to be #1 paid game for some time after switching to paid<br />New version released as free with ads<br />
  20. 20. Case Study: gMaps<br />Started as absolutely free<br />Added ads and a “Pro” version later<br />
  21. 21. Release date is a feature<br />Be the first to solve a problem<br />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.”<br />With every SDK/OS release there’s a chance to be the first to utilize some previously unavailable capability<br />
  22. 22. Before you launch…<br />
  23. 23. Look native<br />VS<br />
  24. 24. Marketplace “SEO”<br />Name<br />Keywords<br />Tile<br />
  25. 25. Release Betas<br />Beta-testers are your first evangelists<br />Recruit beta-testers:<br /><br />Twitter #wp7 #wpdev<br />
  26. 26. Feedback loop<br />Facilitate user feedback and ratings<br />“Bad” feedback should go directly to you, good feedback – to the Marketplace<br />Consider encouraging rating/review after a number of launches<br />Good feedback<br />Bad feedback<br />
  27. 27. Publication<br />Have everything to get featured<br />background image is not required, but you won’t be featured without it<br />Don’t submit on Friday<br />Don’t auto-publish<br />
  28. 28. Online presence<br />
  29. 29. Demo video<br />Easier to watch than try your app<br />Great asset for marketing activities<br />
  30. 30. Online presence<br />Web site or section<br />Facebook Page<br />Twitter account<br />Blog<br />
  31. 31. Free promotion<br />
  32. 32. Tip specialized blogs<br />,,,, (Lithuanian), (Latvian), (Russian), etc.<br />Make it personal<br />Include short description<br />maybe even something that looks like a review<br />Link to your demo video. You made it, right?<br />
  33. 33. Tweet and post to Facebook<br />Decorate tweets with #wp7hashtag<br />Tweet, retweet, post to Facebook from your personal accounts<br />Help fellow developers (retweet, like, etc.)<br />Temporarily change your avatar to app’s tile<br />Mention app in your personal profiles<br />
  34. 34. Monitor and react to feedback<br />Monitor mentions of your app on Twitter, blogs, etc.<br />Encourage transformation of positive mentions into 5* ratings<br />React and address negative feedback<br />
  35. 35. Social media integration<br />
  36. 36.
  37. 37. Show off your app everywhere!<br />Show your app to your friends<br />Show your app to Windows Phone enthusiasts<br />Show your app to influential community and Microsoft people<br />
  38. 38. Case Study: Wordament<br />
  39. 39. Promote your app for free<br />Utilize full potential of your ad space<br />
  40. 40. Paid advertising<br />
  41. 41. Paid advertising<br />On the web<br />Specialized blogs<br />App catalog sites<br />,,, etc.<br /> (search wp7)<br />Directly on Windows Phone<br />AdDuplex, AdMob, etc.<br />
  42. 42. Summary<br />
  43. 43. Did you know …<br />Research shows that 20% of products success is determined by the product itself and the remaining 80% is marketing*<br />* I totally made this up<br />
  44. 44. Summary<br />Marketing is at least as important as the app itself<br />Starting with free is the cheapest and most effective marketing instrument<br />Be creative, be active, utilize all channels.<br />
  45. 45. Thank you!<br />