1. 5TIPS OF MONETIZATION
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2. Cheng Luo
Developer Evangelist,Amazon EU
@chengluo Cheng Luo chengluo@amazon.lu
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3. Amazon Appstore
75% Android apps just work1-Click Purchase
244M Amazon accounts 200+ countries
Kindle Fire Android FireTV
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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
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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
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6. Gartner is forecasting that, by 2017,
95% of downloads will be for
free apps
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7. Photo/Andy Welsher/CC BY
WHAT’STHEVALUE CUSTOMERS PAYING
FOR?
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8. Premium Model
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9. FreeVersion PremiumVersion
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10. Free Users In-app Purchase
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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
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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/
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13. WHY SOME DEVELOPERS ARE MORE
SUCCESSFUL?
Photo//challiyan/CC BY
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14. The Rest of developers
Source: Amazon, January 2013
22%
17%
7%
20%
8%
6%
3% 2%
6%
9%
4%
15% 15%
20%
4%
5%
0%
5%
10%
15%
20%
25%
$0.99 $1.99 $2.99 $4.99 $9.99 $19.99 $49.99 $99.99
% of Assortment % of Sales
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15. Top 50 grossing developers
4%
9%
5%
14% 14%
12%
10% 9%
1%
5%
2%
11%
16%
24%
6%
9%
0%
5%
10%
15%
20%
25%
30%
$0.99 $1.99 $2.99 $4.99 $9.99 $19.99 $49.99 $99.99
% of Assortment % of Sales
Source: Amazon, January 2013
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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
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18. Mobile Ads
cost per click (CPC) and cost per
thousands impressions (CPM)
The two common pricing models support by
mobile ads networks are
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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
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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
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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
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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
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23. Merchandizing
Free app
+
New Revenue Stream
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24. Subscription Model
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25. Subscription Model
+ Guarantee of repeat transactions
- Requires the backend servers of subscription purchases,
tokens and billing activities, such as refunds.
- High entry barrier
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26. Case study: Spotify vs.AstrologyZone
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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
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28. WHY CUSTOMER ENGAGEMENT IS
IMPORTANT
Photo/Toca Boca /CC BY
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29. Each user session is an
opportunity to make money
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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
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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$
=×
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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%
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34. ABTesting/Analytics API
• Free for any kinds of usage
• Supports iOS,Android, and Fire OS
• Deployed instantly
• Supports multiple goals
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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
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36. HOWTO MARKETYOUR APPS
Photo/ragingwire /CC BY
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37. Choose a Good Name
Angry Bird
WhatsApp
From Cheese
Flappy Bird
Cut the Rope
Candy Crush
Temple Run
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38. PromoteYour App in the store
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39. Case study: Dr. Panda
GrossRevenue
AmazonAppstore
Promotion Period
UK
DE
FR
IT
ES
Banners + discounts
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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
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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
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42. Your Revenue
Analytics
User Experience
Features
Uniqueness
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43. Thank you
more details about Amazon Appstore from
http://developer.amazon.com/appstore
@chengluo chengluo@amazon.lu
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