This document discusses strategies for using Kinect and Xbox Live to promote Windows Phone 7.5 games. It notes that Xbox 360 is the #1 selling gaming device and has over 35 million Xbox Live subscribers worldwide. It promotes the large installed base and growing audience for Xbox and Xbox Live, and suggests ways Windows Phone 7.5 games can integrate with and leverage these platforms, such as cross-platform multiplayer gameplay and using the Xbox Live gamertag on phones.

1. Kinect와 Xbox Live를 통해 알아 본 윈도우폰 7.5 게임 전략 서진호 부장 / 윈도우폰 개발자 에반젤리스트 Jinho.Seo@microsoft.com http://blogs.msdn.com/jinhoseo

2. 지금까지 우리는? #1 Large & growing #1 selling game console 지난 6개월 동안 10M 1천만Kinects 컨슈머 제품 중에 역사상 가장 빠른 판매 35M 3천 5백만35 개국에서의 LIVE 구독자 수 2

3. 다시 말하자면, 게임은 넘버원! Xbox 360 is the #1 selling gaming device in the U.S. (32M) and has 55M consoles sold WW Xbox LIVE Subscribers vs. Top 10 Cable Companies* 35M Xbox Live members WW; 18.7M US Kinect launch: World record 8 million sold in the first 60 days (It took iPad nearly 6 months to sell 7.5 million)! Currently over 10 million Kinects sold 40% of time on Xbox is spent outside of gaming (video, chat, social, etc.) for Gold members Avg. user has 40” HDTV / 5.1 surround or higher – Big screen venue for your video content!

4. Kinect Demo 4

5. Bring your start screen to life with glance and go updates from your favorite apps and contacts. 5 Windows Phone 7.5 무엇이 달라졌는가? w Live Tiles Bring your start screen to life with glance and go updates from your favorite apps and contacts Live Tiles Bring your start screen to life with glance and go updates from your favorite apps and contacts Black swan Offers up relevant apps for your consideration based on what you are doing on your phone App Connect Offers up relevant apps for your consideration based on what you are doing on your phone App Connect Offers up relevant apps for your consideration based on what you are doing on your phone. Flowing App Panoramic Display Easily swipe across the screen to quickly get the information you need Flowing App Panoramic Display Easily swipe across the screen to quickly get the information you need. Easily swipe across the screen to quickly get the information you need Black Swan AMC Pacific Place 11 2:10 pm AMC Loews 2:40 pm Regal 4:10 pm Black Swan- Wikipedia, the free Wikipedia Makes it easy to play music in the background and quickly switch between apps, picking up where you left off Multitasking Makes it easy to play music in the background and quickly switch between apps, picking up where you left off Multitasking Makes it easy to play music in the background and quickly switch between apps, picking up where you left off. apps Marketplace An engaging showplace for apps and games, making it easier and faster to find what you’re looking for or to discover something you didn’t expect Marketplace An engaging showplace for apps and games, making it easier and faster to find what you’re looking for or to discover something you didn’t expect An engaging showplace for apps and games, making it easier and faster to find what you’re looking for or to discover something you didn’t expect

6. 더욱 더 차별화된 Live Tiles 6 Pin to Start Live Tiles Bring your start screen to life with glance and go updates from your favorite apps and contacts Pin to Start Live Tile Notification Live Tile Notification Deep Linking Deep Linking

7. 다양한 앱 추천 -App Connect 7 App Connect Offers up relevant apps for your consideration based on what you are doing on your phone Pictures Pictures Black swan Music+Video Music+Video Black Swan AMC Pacific Place 11 2:10 pm AMC Loews 2:40 pm Regal 4:10 pm Black Swan- Wikipedia, the free Wikipedia Bing Product Search Bing Product Search apps Bing Movie Card Bing Movie Card

8. 더욱 더 쉽게 앱 전환 8 Multitasking Makes it easy to play music in the background and quickly switch between apps, picking up where you left off

9. Must Have 앱 장터 –Marketplace 9 Major brands have joined the platform: Amazon, Facebook, American Airlines, NBA, ESPN, Netflix, Groupon and thousands more Marketplace momentum 2M+ Windows Phone 7 SDKs downloaded 50K+ registered developers in marketplace 30K+ applications published and growing

10. Windows Phone 7.5 Demo 10

12. 70% 18-34

14. 81% of Male 18-34 LIVE users download content from Xbox LIVE

16. Friends ask my advice about technology equipment: Xbox LIVE 12%, General Internet Population 6.4% 11 Demo* Love Video Games!* Tech Trend Setters!* *Simmons Summer 2010

17. 9 out of 10 of the top grossing applications in the Marketplace Xbox LIVE Extras is the 6th most downloaded application Around half of all Windows Phone 7 owners have downloaded an Xbox LIVE game Nearly 50% of Windows Phone 7 customers downloading XBL games are new to Xbox LIVE Xbox LIVE Games on Windows Phone 12

19. Games are 9 out of 10 of the top grossing applications in Windows Phone Marketplace

20. Games receive Average User rating 4/5 stars

21. Listening to music is the most popular daily activity across all mobile phones²

22. Downloading music to mobile phones is predicted to grow from 483.8M in 2009 to over 1B in 2014³

23. Greatest growth coming from subscriptionsSources: 1Gartner Research Report: Mobile Gaming Expectations Boosted on Application Store and Smartphone Popularity March 2 TNS Research (2010); 3IE Market Research 2010 13

24. Must Have Games Hydro Thunder Go! Genre: Racing Cost: $4.99 Blast through 12 ferocious courses with the powerboat of your choice and compete against 15 devious opponents with strategic use of your Hydro Boost power, Mighty Hull and Hydro Jump abilities. In addition to visually stunning environments and insane track layouts, the ever-changing water conditions keep the races varied and interesting. Doodle Jump Genre: Platform Cost: $2.99 Jump, jump, jump to the top, top, top with “Doodle Jump,” the runaway hit! Guide the Doodler on a springy journey up the never-ending sheet of graph paper to see how far you can climb. Leap from platform to platform, finding your way higher and higher using brilliant contraptions such as springs, propeller hats and jet packs. Avoid broken platforms, menacing black holes, UFOs and baddies. Blast them with your nose balls! geoDefense Genre: Tower Defense Cost: $2.99 Obliterate a horde of vibrant, vector-styled enemies in this fast-paced tower defense game. Devastate creeps with blasters, lasers and missiles and watch their energy debris swirl through the gravity wells of your vortex towers Demonstrate your pixel-blasting skill to all your friends on Xbox LIVE Leaderboards and earn Achievements as you hone advanced defense strategies. Sonic 4 Genre: Platform Racing Cost: $6.99 Featuring enhanced gameplay elements, including the classic Sonic Spin Dash, and the versatile Homing Attack, Sonic 4 picks up right where Sonic and Knuckles left off. Dr. Eggman's back, and in an effort to finally rid himself of Sonic, he revisits and improves the very best of his creations. Get ready for the next chapter in an all new epic 2D saga built for old and new fans alike. Angry Birds Genre: Puzzle Cost: $2.99 Angry Birds is now on Windows Phone! The survival of the angry birds is at stake. Dish out revenge on the green pigs who stole the birds’ eggs. Use the unique destructive powers of the angry birds to lay waste to the pigs’ fortified castles. Each of the 195 levels requires logic, skill and brute force to crush the enemy. Plants vs Zombies Genre: Tower Defense Cost: $4.99 Get ready to soil your plants - Plants vs. Zombies™ is coming to Windows Phone! A mob of fun-loving zombies is about to invade your home, and the only defense is your arsenal of plants. Use peashooters, wall-nuts, cherry bombs and more to mulchify 26 types of zombies before they reach your front door. The fun never dies!

25. 새로운 Xbox LIVE 및 게임 특징 Games marketplace Enhanced Games Marketplace with metro look & soft key search for games Games marketplace Enhanced Games Marketplace with soft key search for games Parental controls Keep children safe from M rated games while allowing for an extended portfolio Parental controls Parental Controls on M rated games Paid downloadable content (PDLC) MSFT points based in-game add-ons and the ability to purchase avatar items on your phone *Not an E3 Message* Paid downloadable content (PDLC) MSFT points based in-game add-ons and the ability to purchase avatar items on your phone Multiplayer gameplay Invite XBL friends via gamertag to play both turn-by-turn and great asynchronous multiplayer games *Not an E3 Message* Multiplayer gameplay Invite XBL friends via gamertag to play multiplayer games Games hub improvements Integration of most of “Xbox LIVE Extras” into hub & improved Spotlight experience Games hub improvements Integration of most of “Xbox LIVE Extras” into hub & improved Spotlight experience 15

27. 40% of signed-in accounts are from Windows Phone 7Zune customer leans heavily towards male, 25-44 with incomes above $87K Music on Windows Phone 1 – MSFT Compete Tracker 16

28. New Zune music and video features Smart DJ Creates personalized mixes of music from your collection and/or marketplace Smart DJ Creates personalized playlists based on the music you love Zune Music Pass Sign-up and carry millions of songs with you on your phone Zune Music Pass Sign-up and carry millions of songs with you on your phone Pin to Start Quickly access your personal and marketplace music by pinning it to the Start screen Pin to Start Quickly access your favorite albums and playlists by pinning them to the Start screen Save Now Playing Turn your Now Playing queue into a personal playlist you can access later Save Now Playing Turn your Now Playing queue into a personal playlist you can access later Podcast Marketplace (U.S. only) Search and subscribe to podcasts directly from the phone Podcast Marketplace (U.S. only) Search for, subscribe to, and play podcasts directly from your phone 17

29. 개발자 지원 및 홍보 18

31. Web - Xbox, Windows Phone & Microsoft

32. Xbox.mobi, mobile.microsoft

33. CRM – Xbox and Windows Phone

34. Facebook & Twitter

35. Blogs

36. POS Piece

37. Retail Sales Professionals

38. Offers and promotions

40. Partner 들에게 어떻게 제공하는가? 21 App “Bundle” 제공 App “Content” 제공 App “Subscription” 제공 Holiday Survival App Pack Orange UK Free App-a-Day Offer Amazon Kindle app + Kindle books Buy a Windows Phone, Get a Themed App Pack (e.g. Holiday Survival, Biz Traveler) Buy a Windows Phone, Get Free Content (e.g. Amazon Kindle book each month) Buy a Windows Phone, Get Free Apps for a Period of Time (e.g. movie app/week in July)

41. Publisher 들에게 어떻게 제공하는가? Device 제공 Publisher 제공 Gift/Content 제공 Buy WP, Get Amazon Shopping App + $X Amazon Gift Card NYT Readers Only: New WP for $X + App Buy WP, Get BA App + Miles, Points or Free Upgrade Leverage or create device offers with Partner; promote w/app to Publisher user base Partner with Publisher to create win-win offer and campaign, targeting user base Partner with Partner and Publisher to create offering (WP + app + gift or content) 22

42. 사례: British Airways 23 Launch app Promote app Promote app + WP Promote app + WP + offer Buy WP, Get BA App + Miles, Points or Free Upgrade PR and Web Site Inclusion in BA’s Mobile Marketing Direct Marketing to BA’s Customers Offer with Campaign

44. 61% Male

45. 70% 18-34

46. 51% HHI > $75,000

47. Tech Trend Setters

48. Highly Engaged Audience

49. Big Screen Venue for Advertising24

50. 결론 – 국내는 어떻게 지원하는가? 25 10월 5일 –WP7 ISV Day 초청 (App Camp, App Clinic, Device Support) http://msdn.microsoft.com/ko-kr/gg415576