This document summarizes a presentation about succeeding on the app marketplace. It discusses that only 26% of downloaded apps are opened more than once, so apps need to be compelling from the first use. It also emphasizes that trials are important to allow users to try apps before buying, and that proper pricing is key to attracting users. The presentation provides tips on understanding the target market, knowing competitors, treating the app like a business, and keeping pricing options open. It concludes by discussing what makes apps stand out in app stores.

1. Mini-Lesson: Succeeding on the
Marketplace
Frédéric Harper
Developer Evangelist @ Microsoft Canada
@fharper | outofcomfortzone.net

2. Building apps is fun!
Let’s face it – we all get a kick
around building apps!
*us, coding apps with
tears of joy

3. …but here’s a little reality check.
Only 26% of all mobile apps
downloaded are ever opened more
than once.*
A user is willing to download your app, but
if it’s not awesome on the first run, it’s
basically dead to the user.
* Source: Localytics - http://www.localytics.com/blog/2011/first-impressions-matter-
26-percent-of-apps-downloaded-used-just-once/

4. Marketing does matter!
Chances are if you are watching this presentation, you
are a developer/designer or you do dabble in mobile app
development.
As a developer, you probably think a lot about:
• The functionality of the app
• The design of the app / user experience
• Quality and stability of the code
• etc.
What you probably don’t think about (as much) is how to
make users aware that your app even exists, let
alone get them excited enough to download it.

5. If you are charging for your app, you really should
provide a trial.
Trials give the user a chance to use your app
before they buy it.
“Buyer Beware” is a mode you want to avoid at all
costs.

6. You still haven’t told me why a trial is a good thing.
Ok, I get it. I haven’t answered why trials rock yet.
As my answer, check out the data that the Windows Phone
Marketplace has gathered based on trial-to-paid conversions:

7. Ok, great. So what’s a trial?
Strategies Use an in-app trial mode
(how to give a
user a trial app) Create a new app as a trial
Limited functionality for your app if the user is in trial mode for
your app
Ad-supported if the app is in trial mode
Tactics App may be used only x number of times if the app is in trial
(example ways of mode
implementing a App is time-bombed to not work after y number of days after
the first use
trial)
App only allows z number of transactions in trial mode
App makes use of a service you implemented on the server-
side only n number of times per day

8. Principles of the Trial
• Put serious thought into what you want to put in your trial.
Don’t give it
• Understand the motivations that will entice your user to want to
away go beyond the trial and pay for your app.
• Don’t limit the functionality of your trial app so severely that a
Make the trial
user can’t get a good understanding of the paid app’s value
compelling • Leave them wanting more – don’t leave them frustrated.
• If you want a user to pay for your app to compensate you for your
Use Ads effort, why not monetize your trial with ads?
• You get paid either way.

9. Pricing your app is fraught with risk.
$1.99 for that? Are they If you price your app too high,
crazy??? I’ll pass. users will bolt.
$0.99 for an app that does
If you price your app too low, <your scenario here/>.
users will bolt. Must not be very good. I’ll
pass.

10. Perception is reality.
Statistics to Use in Cocktail Party Chit Chat
The average price of an iPhone
The price of an extra large coffee at
app in Apple’s App store in 2011
Tim Horton’s is $1.90. 2
was $1.61. 1
Users will think nothing of buying a coffee in
the morning, but will gnash their teeth and
hesitate several times before buying an app
that is roughly the same price.
Lesson: Users are skeptical and expect a
lot of value in their apps.
Picture Source: http://euroross.blogspot.com/2006/08/workplace-evals.html
1:Source - 2:Source - http://www.huffingtonpost.ca/2011/08/29/tim-hortons-small-
http://www.appleinsider.com/articles/11/07/11/ios_app_store_downloads coffee_n_940091.html
_grow_61_average_app_price_up_14.html

11. There are four rules to pricing your app
correctly.
• Understand your addressable market
• Know your competition
• Treat your app like a business
• Keep your options open

12. Rule #1: Understand your addressable
market.
• What is the target demographic / ideal user you are
aiming at with your app? Does your app solve a
problem they have?
• How much buying power does your sweet spot
demographic have?
• How many of these target demographic users are
there overall? In specific geographic regions?

13. Rule #2: Know your competition.
• Can you name the top five competitors to your app?
• How does your app compare to these competitors
(be honest with yourself!)? How do others (i.e.:
focus groups) assess your app to the competition?
• Think into the future – can you foresee new
competitors for your app? Can you anticipate how a
new competitor’s app could be better than yours?

14. Rule #3: Treat your app like a business.
• MARKET your app. Create a marketing strategy for
it and stick to it.
• Can you estimate the volume of downloads your app
will get?
• Is there a seasonality to your app?
• What was the cost to build your app?
• What are the carrying costs for your app?

15. Rule #4: Keep your options open.
• Be flexible. You need to be prepared to change your
direction in the face of competition.
• Lower the price of your app temporarily (i.e.: a sale)
to generate interest.
• If your app becomes popular, you may need to hire
people to keep up with updates and potential bug
fixes.
• Partnerships could make your business even more
successful.

16. The best way to get promoted is to know what app
stores are looking for
Great Apps . . .
Stand Out - Look and feel as if they
are designed for and integral part of
Delight Windows Phone 7
Are Useful – providing expected
Utility feature set, presented with visual
impact, that compels frequent use in a
new way
Functionality
Work as promised, include quality
content, and are easy to use

17. 
Functionality promised, include quality content and are easy
Highly Functional apps work as
to use as promised, includes quality content, and is easy touse
Works
Outstanding performance. Quick loading. Content is dynamic or exceptionally well First use of the app is intuitive and
Does not hang or crash. prepared. Description and metadata help sell reassuring. Advanced features are
the app discoverable and understandable

18. Utility
Incorporatesmobile featuresandvisual impact thatcompel frequent usein anew way
 Useful apps allow users to do new things and frequently enable creation and
sharing, not just consumption of content
App takes full advantage of Great use of color, graphic Apps that are likely to compel Concepts that push the
device features and mobile placement, and visual frequent and repeated use. boundaries for mobile apps,
scenarios and surprises with elements offering innovative features or
unexpected capabilities best-in-category innovation

19. Delight
Looks andfeels like anintegral partoftheplatform
Amazing app capabilities that make the Makes full use of platform’s design and Best adoption of platform features
user smile and inspires “Show and Tell” style guides. Uncluttered, polished clean (push notifications, Hub Integration)
behavior experience

20. Questions
Frédéric Harper
Developer Evangelist @ Microsoft Canada
fredh@microsoft.com
@fharper
webnotwar.ca
outofcomfortzone.net
20

21. The information herein is for informational purposes only and represents the current view of
Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to
changing market conditions, it should not be interpreted to be a commitment on the part of
Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the
date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO
THE INFORMATION IN THIS PRESENTATION.
© 2011 Microsoft Corporation.
All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.