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Marketing and Monetization of
Windows Phone Apps
YOUR
AD
HERE
YOUR
AD
HERE
Alan Mendelevich | AdDuplex | ailon@ailon.org | @ailon
Developer’s Guide to
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.
…
Richard has made $28,882 in four months with his suite of apps.
Fast forward to February, and now I am making around $380 a day from ads
from my 7 games.
…
I started going full time [indie] April 1st, 2011 …
…
Grand total revenue for 2011 - $61,321.58
-- Elbert Perez , occasionalgamer.com
I 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 Weber
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
Developer’s Work Cycle
Task Deliverables Money
Employee/Contract developer
Task Deliverables Money
Entrepreneur developer
SALE
SALE
What to build?
Scratch your own itch
Original vs. “Me too”
Megahit vs. Smaller Hits
Getting ideas and inspiration
“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.”
The Daily Practice
http://www.jamesaltucher.com/2011/02/how-to-be-the-luckiest-guy-on-the-planet-in-4-easy-steps/
Make Money
Front-end for your main service
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
http://www.wpdownunder.com/?p=2055
Trial
• Can’t try == won’t buy
• 70% more purchases than without trials
• Counter example: Cocktail Flow*
In-app purchases
• No built-in centralized mechanism
• Roll out your own
• Use 3rd party services (MoVend, Linxter)
Free apps with ads
• Generally perform better than paid apps*
• Best suited for long/frequently running
apps (games)
Ad networks
• Microsoft pubCenter
• Google AdMob
• Smaato
• Millennial Media
• Mobclix
• MobFox
• Inneractive
• AdDuplex*
Fill rate
• Smaato: “Worldwide, the average ad
network fill rate was 10% in Q3 2011”
• Maximize ad space value by multiple
network fallbacks. Fallback to AdDuplex or
in-house ads.
– Silverlight: Windows Phone 7 Ad Rotator
http://wp7adrotator.codeplex.com/
– XNA: ImproviSoft AdStreamer™
http://www.improvisoft.com
Promote your
app, promote
your app,
promote your
app, promote
your app…
Don’t monetize your app on day one
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”
Case Study: Chicks'n'Vixens
• 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 I'm very happy with the results. I won't 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
Case Study: gMaps
• Started as absolutely
free
• Added ads and a “Pro”
version later
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
Before you
launch…
Marketplace “SEO”
• Name
• Keywords
• Tile
• A/B testing?
Release Betas
• Beta-testers are your first evangelists
• Recruit beta-testers:
– WindowsPhoneBeta.com
– Twitter #wp7 #wpdev
Feedback loop
• Facilitate user
feedback and ratings
• “Bad” feedback
should go directly to
you, good feedback
– to the Marketplace
• Consider
encouraging
rating/review after a
number of launches
Good feedback
Bad feedback
Localize
• Keep in mind that you will probably start getting
feedback/support requests in languages you don’t
know
Publication
• Have everything to get featured
– background image is not required, but your chances
of being featured without it are low
• 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
Online presence
Demo video
• Easier to watch than try your app
• Great asset for marketing activities
Online presence
• Web site or section
• Facebook Page
• Twitter account
• Google+ Page
• Blog
Free promotion
Tip specialized blogs
• WPCentral.com, WMPowerUser.com,
1800PocketPC.com,
BestWP7Games.com, WP7Rocks.com
(Russian), etc.
– Filterable list at WindowsPhoneSites.com
• Make it personal
• Include short description
– maybe even something that looks like a
review
• Link to your demo video. You made it,
right?
Tweet and post to Facebook
• Decorate tweets with #wp7 hashtag
• 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
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
Social media integration
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
Case Study: Wordament
Empowering
developers to
help each other
 Cross-promote apps with
other developers
 Utilize full potential of your
ad space
Paid advertising
On the web
• Specialized blogs
• App catalog sites
• WP7AppList.com, appsfuze.com,
windowsphoneapplist.com, etc.
• BuySellAds.com (search wp7, windows
phone)
On the phone
WPUG12
50% off
In discovery apps
Summary
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.
Thank you!
@ailon
blog.adduplex.com
ailon@ailon.org

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Developer's Guide to Windows Phone App Marketing and Monetization

  • 1. Marketing and Monetization of Windows Phone Apps YOUR AD HERE YOUR AD HERE Alan Mendelevich | AdDuplex | ailon@ailon.org | @ailon Developer’s Guide to
  • 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. … Richard has made $28,882 in four months with his suite of apps. Fast forward to February, and now I am making around $380 a day from ads from my 7 games. … I started going full time [indie] April 1st, 2011 … … Grand total revenue for 2011 - $61,321.58 -- Elbert Perez , occasionalgamer.com I 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 Weber
  • 3. 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
  • 4. Developer’s Work Cycle Task Deliverables Money Employee/Contract developer Task Deliverables Money Entrepreneur developer SALE SALE
  • 9. Getting ideas and inspiration “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.” The Daily Practice http://www.jamesaltucher.com/2011/02/how-to-be-the-luckiest-guy-on-the-planet-in-4-easy-steps/
  • 11. Front-end for your main service
  • 12. 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 http://www.wpdownunder.com/?p=2055
  • 13. Trial • Can’t try == won’t buy • 70% more purchases than without trials • Counter example: Cocktail Flow*
  • 14. In-app purchases • No built-in centralized mechanism • Roll out your own • Use 3rd party services (MoVend, Linxter)
  • 15. Free apps with ads • Generally perform better than paid apps* • Best suited for long/frequently running apps (games)
  • 16. Ad networks • Microsoft pubCenter • Google AdMob • Smaato • Millennial Media • Mobclix • MobFox • Inneractive • AdDuplex*
  • 17. Fill rate • Smaato: “Worldwide, the average ad network fill rate was 10% in Q3 2011” • Maximize ad space value by multiple network fallbacks. Fallback to AdDuplex or in-house ads. – Silverlight: Windows Phone 7 Ad Rotator http://wp7adrotator.codeplex.com/ – XNA: ImproviSoft AdStreamer™ http://www.improvisoft.com
  • 18. Promote your app, promote your app, promote your app, promote your app…
  • 19. Don’t monetize your app on day one
  • 20. 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”
  • 21. Case Study: Chicks'n'Vixens • 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 I'm very happy with the results. I won't 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
  • 22. Case Study: gMaps • Started as absolutely free • Added ads and a “Pro” version later
  • 23. 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
  • 25. Marketplace “SEO” • Name • Keywords • Tile • A/B testing?
  • 26. Release Betas • Beta-testers are your first evangelists • Recruit beta-testers: – WindowsPhoneBeta.com – Twitter #wp7 #wpdev
  • 27. Feedback loop • Facilitate user feedback and ratings • “Bad” feedback should go directly to you, good feedback – to the Marketplace • Consider encouraging rating/review after a number of launches Good feedback Bad feedback
  • 28. Localize • Keep in mind that you will probably start getting feedback/support requests in languages you don’t know
  • 29. Publication • Have everything to get featured – background image is not required, but your chances of being featured without it are low • 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
  • 31. Demo video • Easier to watch than try your app • Great asset for marketing activities
  • 32. Online presence • Web site or section • Facebook Page • Twitter account • Google+ Page • Blog
  • 34. Tip specialized blogs • WPCentral.com, WMPowerUser.com, 1800PocketPC.com, BestWP7Games.com, WP7Rocks.com (Russian), etc. – Filterable list at WindowsPhoneSites.com • Make it personal • Include short description – maybe even something that looks like a review • Link to your demo video. You made it, right?
  • 35. Tweet and post to Facebook • Decorate tweets with #wp7 hashtag • 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
  • 36. 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
  • 38.
  • 39. 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
  • 41. Empowering developers to help each other  Cross-promote apps with other developers  Utilize full potential of your ad space
  • 43. On the web • Specialized blogs • App catalog sites • WP7AppList.com, appsfuze.com, windowsphoneapplist.com, etc. • BuySellAds.com (search wp7, windows phone)
  • 47. 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.