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Windows Phone 7: M onetizing A pps

Windows Phone 7: M onetizing A pps. Andy Beaulieu Silverlight MVP MCT, MCSD.NET http:// www.andybeaulieu.com @ AndyBeaulieu. About Me. Andy Beaulieu Based in Syracuse, NY MCT, MCSD.NET Microsoft MVP Silverlight WPF & Silverlight Insiders Full-time Developer, Part-time Trainer

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Windows Phone 7: M onetizing A pps

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  1. Windows Phone 7:Monetizing Apps Andy Beaulieu Silverlight MVP MCT, MCSD.NET http://www.andybeaulieu.com @AndyBeaulieu

  2. About Me • Andy Beaulieu • Based in Syracuse, NY • MCT, MCSD.NET • Microsoft MVP Silverlight • WPF & Silverlight Insiders • Full-time Developer, Part-time Trainer • .NET Community: • Speaker at User Groups, Code Camps, Conferences • User Group Leader - www.cnydevelopers.net • INETA Volunteer • @AndyBeaulieu • Blog and Creations: • www.andybeaulieu.com • www.spritehand.com

  3. Agenda • State of WP7 • Monetization • Paid Apps • Ads • Other Monetization • Tracking Sales and Reviews

  4. The State of Windows Phone 7

  5. Windows Phone 7 • Complete re-write of Windows Mobile • No backwards compatibility • Consumer Focused • Launched in US, November 8th, 2010 • How many devices sold??? • 2.1 Million Devices to retailers • No one knows for sure how many activated • Facebook Integration Count: http://apps.facebook.com/apps/application.php?id=7933375107

  6. Two Ways to Create Apps • Modern XAML/event-driven application UI framework • Rapid creation of visually stunning apps • Metro-themed UI controls • HTML/JavaScript • 500,000 developers spanning Windows and web • High performance game framework • Rapid creation of multi-screen 2D and 3D games • Rich content pipeline • Mature, robust, widely adopted technology spanning Xbox 360, Windows, and Zune

  7. Marketplace Stats (1/17/11)

  8. Marketplace Stats (1/17/11)

  9. Marketplace Stats (1/17/11)

  10. Monetizationwith Paid Apps

  11. Steps to Monetize • Step 1: Download the Tools and Create an App • Step 2: Create a Developer Account at create.msdn.com • Step 3: Read and Learn the App Certification Requirements • Step 4: Submit your app for certification

  12. Step 1: Install Tools, Create App • FREE copy of VS2010 + Expression Blend 4 • Limited “Express” functionality • Silverlight • Business/Data Apps, Games • Silverlight 3 (not 4) plus some perf tweaks • XNA • Games, 3D • Demo: Create an App

  13. Step 2: Create Dev Account • create.msdn.com • $99 per year • Up to 5 Paid Apps • $20 each additional app • Unlimited Free Apps, BUT you can be charged for failed cert. • You will need • TIN or SSN for payments • Bank Acct # • Payouts at a $100 threshold, monthly • Demo: App Hub

  14. Step 3: Read Cert Requirements • Picky, Picky… • Examples: • Back Button Behavior • Content (no adult oriented) • No Emulators • Example: Nintendo NES Emulator DENIED

  15. Step 4: Submit for Certification • What you will need: • App description (text) • Short Featured App Description • Keywords (for searching marketplace) • Icons: • 99x99, 173x173, 200x200 • Screenshots • 480x800 – MUST BE REAL SCREENSHOTS • Panorama • Optional – Used for Zune Backdrop and Featured App • Demo: Submit App

  16. Step 4: Submit for Certification Develop & Debug Submit& Validate Certify & Sign Windows Phone Application Deployment Service Marketplace

  17. When Certification Fails

  18. Windows Phone 7Marketplace

  19. Marketplace The Marketplace Hub

  20. Marketplace Try and buy Detailed product description Screen shots Reviews & ratings Related apps Optional game content rating More apps by developer

  21. Marketplace • Trial API • easy to use:Guide.IsTrialMode • unfortunately, Trial is a FAIL  • more on that later

  22. Marketplace on Zune

  23. Case Study Talking Ragdoll (This is a Top 100 Paid App)

  24. Case Study Paint to Life

  25. But wait…

  26. Case Study Droppy Pop / Free Drop

  27. So… I moved Droppy Pop from PAID to FREE • Renamed it to “FREE DROP” • Added Microsoft Ad Center Control

  28. Why the LOW eCPM? Turns out the Ad wasn’t CLICKABLE 

  29. Tracking Sales and Reviews

  30. Tracking Sales and Reviews • You get 70% of Revenue, Microsoft gets 30% • Track Sales at App Hub

  31. Tracking Sales and Reviews • Zune for Desktop shows Reviews • BUT only for current Location in Windows • Can use 3rd Party site to query Marketplace • http://wp7reviews.tomverhoeff.com • Beware of Trolls and Competitors

  32. Tracking Sales and Reviews • Do Reviews REALLY matter??? • Sorting in Marketplace dependent on #downloads • Snowball effect • Eventually #downloads, reviews, #sales

  33. Monetizationwith Ads

  34. Getting Started https://pubcenter.microsoft.com Integrate the Ad Control

  35. Monetization with MS Ads • You get a little $$$ per impression • “eCPM” – Effective Cost per Thousand Impressions • Each click-thru raises the $$$ per impression • Snowball effect • VERY important for eCPM • Click-thru Rate is NOT shown in Pubcenter • Maybe added in future

  36. Other Monetization

  37. Other Monetization • Hardware Manufacturers (LG, Samsung, etc.) • Private Category in Marketplace • Free Apps for Users • Other Platforms • Silverlight supports Web, WP7 • Tablets (ExoPC App Store) • Windows 8 • App Store Leak • http://www.zdnet.com/blog/microsoft/ces-will-jupiter-be-key-to-microsofts-windows-8-app-stores-future/8322

  38. Resources App Hub: for WP7 and XBOX 360 http://create.msdn.com

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