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Appconomy : How to make money with the Windows Store

Appconomy : How to make money with the Windows Store. Sascha Corti, Christof Zogg, Microsoft Schweiz. #shape13. Agenda. Appconomy 10’ Tips & Tricks 40’. Appconomy. Chapter 1/2. Angry Birds, Happy Startups. 2011 Revenue: $106.3m Profit ( before Tax ): $67.6m 2012

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Appconomy : How to make money with the Windows Store

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  1. Appconomy: How to make money with the Windows Store Sascha Corti, Christof Zogg, Microsoft Schweiz #shape13

  2. Agenda Appconomy 10’ Tips & Tricks 40’

  3. Appconomy Chapter 1/2

  4. Angry Birds, Happy Startups 2011 • Revenue: $106.3m • Profit (beforeTax): $67.6m 2012 • 1 BillonthDownload ofAngry Birds • Revenue: $186m (est.)

  5. Recently in Espoo, Finland

  6. More Than Software

  7. Challenges Appconomy

  8. The Long Tail Lady Gaga Angry Birds # itemssold Vreni Schneider Any App Christof & thefrozen Joghurts # itemsavailable

  9. The App Users Source: FlurryAnalytics

  10. The App Retailers 48% Apps $1.2M App Publisher Fee 52% Media Source: Silicon Alley Insider

  11. The Publishers 80% don’t generate enough for standalone business 68% less than $5’000.- with top app 59% apps don’t reach break even

  12. The SurvivalStrategy Source: Calculationsbased on Distimo/ App Annie

  13. Conclusion Appconomy

  14. The AppconomyIs in ItsInfancy! Tablet/PC App Store Smartphone App Store Mac App Store

  15. Tips & Tricks Chapter 2/2

  16. Get-Rich-With-Apps Lifecycle • Decide Do’s & Don’ts In-App Purchase • Develop • Publish App Business Models • Analyze • Promote Windows Store Backend App Promotion

  17. 1. Business Model Tips & Tricks

  18. Business Model Overview Your App paid = no paid = yes Durables / Consumables In-apppurchase Buy / Try Up-front payment Reach/Fame Free In-App Advertising

  19. Chart: Income by Revenue Type Source: Distimo iPhone, Feb 2013,United States 24% 5% 71%

  20. Paid App Basics 70% New app $1.49 From $1.49 From 80% > $25,000 revenue $999.99 To $999.99 To

  21. Top Tips: Business Model • 1. Use trial API • 70x More Downloads, 7x More Revenue 2. Prefer IAP over paid Apps with in-app purchase make 2.2x more $ 3. Use Live Tiles Top 50 apps are 3.7x more likely to have 4. Use push notifications Top 50 apps are 3.2x more likely to have 6. Publish for x86, x64 & ARM 5. Update frequently Top 50 apps are updated every 2-3 mo. Larger Audience, some more Testing required

  22. 2. DevelopYour App Tips & Tricks

  23. Top Tips: Development • Fastest growth occurring in new markets • 1. Publish Globally 2. Localize Smartly Language, currency, symbols 3. Right Size your App Apps <90 MB work well on all devices 4. Use Ad Control w/ Loc More local relevance drives higher eCPM* * eCPM ="effective cost per thousand impressions." (total earnings / (total number of impressions / 1000)) 6. Deliver Excellence 5. Adopt new Design Style No bugs, use FAS, engaging experience Conformant apps are featured more frequently

  24. In-App Purchase Develop Your App

  25. Purchasing digital content Feature App Purchase Purchase the App itself (Upgrading from a free trial) In-App Purchase Durables: buy once & own forever Extended functionality (Save Docs to the Cloud) Game levels, maps, game items Timed Durables / Consumables: buy, use, buy again Movie rentals Access digital magazines for 6 months In-Game currency Save Docs to the Cloud 1000 Credits

  26. Creating an App that uses IAP Submit app Developer Windows Store Submit products Get product list Activate purchased Feature or load Purchased Content Application App Start Purchase Products Get licences Consumable: Confirm Fullfillment After Purchase Get receipt Digitally signed Receipt can be used to manage Access to External Resources provided to User via App

  27. demo In-App Purchase

  28. In-App Advertising Develop Your App

  29. Adding the SDK to an Application The Advertising SDK is distributed as part of the Windows 8 SDK / Windows Phone 8 SDK Add the assembly to any project that wants to include adverts

  30. My Success Story

  31. 3. Publish Your App Tips & Tricks

  32. Windows Store App Reviewer

  33. Pitfall: Internet Capability Internet Capability = Privacy Policy Disable, if you don’t need it. Otherwise: Add Privacy Policy to App & Store listing. Match App Names!

  34. Pitfall: App Testing Provide Account info for Apps that require Login Testers don’t have the time to find out how to / create an account. App needs to be able to run without Network / GPS / etc. If your App uses any special Capabilities, it will be tested without these present. Check for availability, display a message to the user. App must handle the Snap View App can show a simple message, that Snap View is not supported,but it has to handle it.

  35. Pitfall: Store Upload Don’t forget to add Imagery Replace all images in [YourProject]\Assets folder with your real logos. Wide-Screen Tile is optional. Submission Fails if Logos are missing. Simulator Screenshots may be too big to Upload Use a free tool like Paint.NET to compress.

  36. Pitfall: Your Code Don’t Submit “Debug” Code for Certification. Test your Code with Visual Studio’s WACK tool. Make sure your App starts within 5 seconds. Show the first custom page after Splash Screen quickly. This can be a second, (personalizable) Splash Screen. Load large resources later. Multilingual Apps: Resources need to be translated Your app needs to display the Languages it supports. Writing an App in only one Language is OK! Don’t forget to provide a In-Store Description page and the Privacy Policy for each language.

  37. Pitfall: In-App Purchase Testing Test using MockIAP, Deploy using Store APIs. If App uses the Windows Store commerce APIs in Windows.ApplicationModel.Store namespace, make sure to use the CurrentApp class not the CurrentAppSimulatorclass. CurrentAppwill throw exception as long as the App is not published in Store! (Catch but don’t show a Message. This is only relevant for the submission phase). License Data can only be queried if an Internet connection is available. • Store offline / show Message to User why his purchased capabilities may be disabled. Internet Capability is NOT required to query Licensing Information from the Store.

  38. 4. Promote your App Tips & Tricks

  39. SEO

  40. Early Adoption Matters SnapshotApril 2013

  41. What we can help influence

  42. Sample: Energy Radio Download Numbers andApp Promotions Store PromotionDec. 13-19 2012

  43. Energy Radio: Promotion on Website

  44. 5. Windows Store Analytics Tips & Tricks

  45. New Dev Center Frontend New dashboard Easier Submission • WP8 Dev Center in par with Windows 8 • Integrated with MSDN • Quick access to SDK, forums, samples New Reporting

  46. Improved Reporting • Point-in-time and low latency reporting • All reviews in a single place • Translated to your language! • Analyze Free, Trial, Beta and Paid downloads

  47. WithholdingTax (Quellensteuer) No W8 Form filled Yes Rich, but sad… Poor, but happy…

  48. Filling the W8-BEN Tax Form

  49. Filling the W8-BEN Tax Form

  50. Filling the W8-BEN Tax Form

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