Windows Store Developer Center Insider Program

2. Best of Build:Windows Store and Dev Center Lorenzo Barbieri lorenzo.barbieri@microsoft.com @_geniodelmale

3. Build sessions covered in thisepisode: • B877 – Windows Store and Dev Center Overview… • B839 - Windows Store Publishing Apps and Games to Desktop Mobile, & Xbox • B807 - Acquire Engage & Monetize Using the Windows Smart Monetization Pl… • P501 - Monetize your app using Windows Store monetization platform • P502 - App flighting and beta testing in the Windows Store • P503 - App Feedback • P505 - Windows Store Analytics APIs… • P506 - App Discovery in the Windows Store • P509 - Advanced multi-user capabilities in Dev Center • P510 - A/B Testing for UWP Apps: Experiment for Success • P511 - Promote Your App: New Tools to Grow Audience • P512 - User Segmentation and Targeted Push Notifications for UWP Apps

4. New Dev Center Insider Program Influence the future of the Dev Center Be the first to preview new features and experiences Be part of a community where ideas and hypothesis are validated Work in partnership with Microsoft engineering teamsto improve the Store Program basics This is a global program Developers an can opt in/opt out of the program at any time Feedback provided via the “Feedback” link Developers will receive invitation via a notification within Dev Center

5. Your success equals our success 270M Windows 10 devices Growing installed base Millions Daily Acquiring Users ecosystem growth Active user engagement Increasing revenue and usage Hundreds of Thousands apps Billionsof downloads Amazing new apps and games

6. The ecosystem is growing Desktop & Mobile Cortana Dev Center & Store Skype Xbox & Xbox Live Edge IoT HoloLens Centennial & Bridges Music & Video Surface Hub

7. A focus on Games Xbox Live support on all Windows devices Microsoft 1st party titles coming out in the Store as UWP games Store functionality expanding to include key features and services for gaming and its monetization models UWP Game development streamlined Current Xbox marketplace APIs and functionality will continue to work as they do today B839: Windows Store: Publishing Apps and Games to Desktop, Mobile, and Xbox

8. Pick a monetization strategy Paid Apps in Business Store DLC Subscriptions Bundles Free Free apps Ad supported Freemium Consumables Durables Managed Consumables New! New! New! New! New! B839: Windows Store: Publishing Apps and Games to Desktop, Mobile, and Xbox

9. Get onboardis easier Join Build Publish Validate Discover Engage Analyze Experiment Grow Common developer profile Creating one developer relationship with Microsoft Easy to join more programs, more opportunity Single and multi-user accounts Continued support for the single user accounts Added support for multi-user and fixed roles last year Advanced app level management and custom roles in flight now Better AAD unification Unified Developer Dashboard Accounts, products, configuration, management, analytics, experimentation and payouts in one place P509 - Advanced Multi-User Capabilities in Dev Center

10. Building your app Join Build Publish Validate Discover Engage Analyze Experiment Grow Store SDK Power your app from the Store SDKs Supporting purchase, advertising, analytics, experimentation and feedback Monetization Target devices: desktops, tablets, phones, Xboxs, HoloLens…. Acquisition: app, In-app and DLC Advertising: with Microsoft and/or 3rd parties Analytics: custom events Experimentation: A/B testing variables Feedback: link into the Microsoft service P501 -Monetize your app using Windows Store monetization Platform

11. Publishing in the Store Join Build Publish Validate Discover Engage Analyze Experiment Grow Publishing streamlined Publish usability improvements and bulk upload of IAPs Submission API New capabilities Bundles, conditional pricing, IARC, support for larger packages In-app subscriptions, discounts, and managed consumables Product pages for add-ons and rolling release support LOB app publishing direct to organization For those with advanced needs Pre-order, pre-download, season passes and DLC Content isolation and packages encryption B839: Windows Store: Publishing Apps and Games to Desktop, Mobile, and Xbox

12. Empowering public testing Join Build Publish Validate Discover Engage Analyze Experiment Grow Package flighting Flight app updates to specific groups Identified individuals, groups or gradual rollout Beta groups coming Invite a broad population Individuals can opt/in or opt/out at will Developer determined total group size P502 -App flighting and beta testing in the Windows Store

13. Flight specific package updates (existing app Beta) Your app or game has to be published before you can create a package flight. Package flights contain only binary packages. Only group members get these updates. Package flight C 1500 enthusiasts Packages v1.1 Package flight B Packages v1.1 Packages v1.2 100 co-workers Package flight A 15 testers Packages v1.2 Packages v1.3 Packages v1.1 Non-flighted submission Available to enthusiasts, co-workers, and testers Packages v1.0

14. Discovering great apps Join Build Publish Validate Discover Engage Analyze Experiment Grow Things a Developer can do Starts with building great apps Informative title with a description highlighting unique value Use advanced publishing features: pre-order, sale pricing, conditional pricing, etc. Promote your app via App Install Ads, campaigns and social interaction The Store is merchandising Showcasing apps for free in places like Edge, MSN and the Store Editorial and algorithmic promotion based on quality, popularity, and descriptions Apps also discoverable via direct link, browse, or exact title / keyword search Multi product/device search results P506 - App discovery in the Windows Store P511 -Promote your app: New tools to grow audience for your app

15. You asked for the ability to … Announcing… Custom Ads, Support for 3rd Party Install tracking - Kochava & Tune • “… advanced ad creatives & install tracking” “… get lowest Cost Per Install (CPI)” ML based Audience Targeting Segments “… cross promote your app for free” Microsoft Community Ads “… acquire users through facebook” Facebook App Install Ads * Promotional Codes/Tokens/Coupons “… distribute apps at scale” * = coming later this year

16. New App Feedback with Reviews Join Build Publish Validate Discover Engage Analyze Experiment Grow Ratings and Reviews Respond to reviews, private and public Device and version specific R&Rs shown in the Storefronts Public view excludes R&Rs from flighted OS builds and apps App Feedback system Deeper connection with customers without affecting your Store ratings Increase your level of discussion with customers on flights Enables a feedback link within your app using the Store SDK View and respond to feedback within Dev Center P503 - App Feedback: Connect with your customers

17. Extending Analytics Join Build Publish Validate Discover Engage Analyze Experiment Grow Dashboard Analytics Continued improvement to breadth of data and new filters Reduced latency and increased completeness Continued availability of exporting as a file New Analytics API API now publically available for your Dev Center analytics data Includes: Acquisitions, Ratings, Reviews and Health Coming soon: Crash Reports, Payouts, Ad Performance and more Enables extensions Available as the Dev Center content pack for PowerBI Open for third party integration P505 - Windows Store Analytics APIs: New ways to get your hands on your data

18. Experimentation Join Build Publish Validate Discover Engage Analyze Experiment Grow Segmentation Use Segment Builder to learn about your user base Apply standard templates or create your own segments Targeting Communicate directly to a specific segment of your user base Through notifications and within your app Make targeted offers A/B Testing Conduct A/B testing within your app Controlled via Dev Center without the need to republish P510 - A/B Testing for UWP apps: Experiment for success P512 - User segmentation and targeted push notifications for UWP apps

19. You asked for the ability to… Announcing today… Audience Segmentation* “… reduce churn” “… identify users groups” Re-engagement Ad Campaigns* Targeted Notifications & Offers “… send customized messaging” A/B Testing & Experimentation “… optimize the app experience” Analytics API, PowerBI Content Pack “… track how well your app is doing” * = coming soon

20. Connecting with Developers Join Build Publish Validate Discover Engage Analyze Experiment Grow Notifications and Suggestion Notification glean tells you what is important to you Suggestions are targeted to relevant developers Feedback and Surveys The Feedback button and surveys are being used and impacting the site New Dev Center Insider Program New Dev CenterUWP App Universal App that runs on all Windows devices

21. You asked for the ability to … Announcing… Microsoft Bing Intent Ads “… get consistent fill rate & healthy eCPM” “… monetize using new revenue stream” Microsoft Affiliate Ads Video interstitials & Banner Interstitials “… increase eCPM for your game apps” “… monetize Paid Apps” Sale Pricing of Apps & IAP, Subscriptions, DLC & Bundles “… Increase App Reach” Facebook Audience Network SDK * * = coming later this year

22. Key Take-Aways The Store is working with developers to grow the ecosystem Give Feedback, Join the Developer Insider Program Check out other Store sessions • B807: Acquire, Engage & Monetize: Using the Windows Smart Monetization Platform • B839: Windows Store: Publishing Apps and Games to Desktop, Mobile, and Xbox