Learn From The Leaders: Grow Your Windows Phone App Revenue

2. Phone Learn From The Leaders: Grow Your Windows Phone App Revenue Bernardo Zamora Developer Monetization Windows Phone Store bzamora@microsoft.com 2-213

3. Model to increase revenue opportunity Learn for next app Create app Higher Revenue Learn from app performance Choose widest audience possible

4. 1) Choose a business model- Paid- In-App Purchase- Mobile Ads

5. Paid apps best practices: use Trial Go do’s Add Trial: 94% of top 50 paid apps use it Business model for apps that are leaders in their type of app Adoption of Trial functionality in top N highest grossing apps

6. Converting Trial to Paid is an Art: test & learn Insights from apps with +20% conversion rate Most apps see 1% – 5% conversion rate These app experiences are very compelling, so users want to pay to continue using the app. The trial gives enough of a ‘taste’ of the full app, but not too much that users don’t pay for the app. Strategy 1: Time limited trial (3-7 days) Strategy 2: Feature limited (levels, advanced options, etc.)

7. Demo Top app examples: High Conversion Trial to Paid Examples Weather Flow (Gergely Orosz) Pro Shot (Rise Up Games) • Weather Flow • Weather app • Trial: 3-day limit • Pro Shot • Photo manipulation • Trial: cannot save photos

8. Top app examples: highest grossing apps “What a great experience” “Love this game!” “Awesome, addicting, good graphics” “Best Racing Game On The Market!” “Sooo fun, worth every penny. I can't believe it's so cheap!!” “Very fun, simple, and addicting” “The best Weather app in WP” “The best game that I played so far! :)” Examples • High quality tools • Has free version • Paid adds more tools Jack of Tools Pro (Digitalmason.net) • High quality graphics • Lots of high res content (music, images, levels) Spectral Souls (HyperDevboxJapan) Quotes from top 10 paid apps, last week

9. 1) Choose a business model- Paid- In-App Purchase- Mobile Ads

10. IAP apps best practices: Freemium modelAvailable with Windows Phone 8 Go do’s Business model for free apps that have high number of downloads and add value through in-app purchase Integrate in-app purchase as part of the app design Enable users to get some value through using the app, then extend with in-app purchase Also offer a version for Windows Phone 7 Provide multiple purchase packs at different prices. All should be easy to purchase

11. Demo What is In-App Purchase? Top App Examples Examples Consumable Durable • Digital items that is purchased once, owned forever • Examples: • Maps • Game levels • Premium versions • Digital items that are ‘consumed’ as they are used • Examples: • Game gold or credits • Book chapters • Ringtones Sleep (microhaxo) Brutal Chase 3D (Mutant Bear Games)

12. Top app example: Shotly Golf (Vertisan) Freemium modelIn-app extends value through in-app purchase. IAP integrated as part of app design Offers version for Windows Phone 7Free version with no IAP: it is the Free Mobile edition (base functionality) Give users choiceUsers don’t need to purchase Options with more functionality Clearly explain value

13. Paid+Trial vs.Free+In-app purchase

14. 1) Choose a Business Model- Paid- In-App Purchase- Mobile Ads

15. Best practices: smart use of Ads Go do’s Ads are not intrusive, designed as part of the app graphics One ad per page Set ‘Autocollapse’ to be true Choose ‘AutoRefresh’ or do manual refresh to optimize animations Trap exception, detect ad is not shown, then show your own ad, or another ad provider Business model for apps that are used many hours/day by the average user

16. Backgammon Pro (my app) Ads part of the design One ad per page Feels like it is part of the app Flows up and down to show the app without the ad Smart display of ads AutoCollapse on AutoRefresh Off (refresh every 40 seconds when no animation is happening) Always show an ad 1) MS Ad Control, if there is no ad then 2) Ad Duplex, if there is no ad then 3) My Ad Backgammon Pro (Bernardo Zamora)

17. Top app example: Parking Car (SlickDroid) Wide range of usersEasy to use, good for users of many ages and cultures Ads are not intrusive Ads integrated in the app. Ad position adapts to screen. App shows game background when ad is not available. Many hours of play 3000 puzzles

18. Demo Adding the Microsoft Ad Control <phone:PhoneApplicationPage . . . xmlns:my="clr-namespace:Microsoft.Advertising.Mobile.UI;assembly=Microsoft.Advertising.Mobile.UI" Microsoft Ad Control 1) Create Ad Units in PubCenter 2) Add Ad Control to App <Grid Name="MainGrid"> . . . <my:AdControl Height="80" Width="480" Name="MyAdName"ApplicationId ="<AppID>"AdUnitId="<AdUnitID>"IsAutoRefreshEnabled="True"/>

19. Windows Phone Supports Third Party Ad Controls Elements to consider Third Party Ad Controls Analyze your app downloads per market View current impressions delivered by MS Ad Control by market PubCenter* Test Third Party Ad controls in markets where you see low coverage Ad Duplex Ad Mob Mob Fox Smaato Nokia Developer (NAX) Ad Rotator MillennialMedia Inneractive SmartMad Inmobi * PubCenter URL: https://pubcenter.microsoft.com. SeeMarket report: in PubCenter view ReportsCreate Report  Ad Unit Performance Include This Data Market.

20. 2) Publish your app

21. Table stakes: create a high quality appInsights from the apps with highest store revenue App Characteristics Highest grossing apps: 4+ rating Beautiful graphics, sounds and music Engaging, simple to useRock solid, no crashes Usable by wide range of users4-star ratings or higherUsers love the app (rating comments) Average rating of top 50 paid apps Source: Microsoft Analysis, May 2013

22. Windows Phone Store: Largest commerce footprint* Only one with Alipay in China Only one with 191Markets Only one with30MO Billing Partners AllMarkets support paid apps and in-app purchase 20xMore purchases with Alipay than Credit Card 4xMore purchases with MO billing than Credit Card MO list: http://msdn.microsoft.com/library/windowsphone/help/jj215902(v=vs.105).aspx * Source: Microsoft analysis. “Only One” comparisons vsiOS and Android, May 2013

23. Publish your app in all marketsApp downloads per market, CY2013 (Jan-May) 12 of top 15 apps are published in >= 187 markets. What markets are your apps published in? Some markets have additional content requirements for publication

24. 3) Market your app

25. What Windows Phone Store can do to help Merchandise apps*(Typical 2x-10x more downloads) Give you the user feedback and crash reports Show apps in Web, Lists and Phone Search YOU: CREATE INNOVATIVE APP Create differentiated, innovative, addictive user experience Use Windows Phone 8 features (Live Tiles, Lock Screen, etc.) YOU: ACT ON FEEDBACK Adjust your app based on user feedback Fix crashes reported by Dev Center YOU: DELIVER SOLID FIRST IMPRESSION Impactful metadata: keywords, app name (users will search for), description (key: first lines) Fix bugs rapidly to take advantage of the exposure of the ‘New & Rising’ list Icon: simple, easy tounderstand; Use aGraphic Designer * All decisions regarding placement or promotion of apps in the WP Store are at Microsoft discretion

26. Demo What you can do Promote via web, social media, advertisement Promote inside your app Maintain the relationship with the user(Achievements, Daily Deals, Live Tile, Notifications, …) Live Tile Use social media Weather Flow (Gergely Orosz) MyTrips (Ace Widgets) Use the Badge (link to graphics) Buy Ads (AdDuplex, others) Daily Deals Dredd vs. Zombies (Rebellion) 3D Bowling (AE Mobile)

27. 4) Optimize your app

28. Optimize for Windows Phone 8Add Windows Phone 7 version of need to offer option for all users • Windows Phone 8 taking off • 5o% of all Windows Phone downloads in only 6 months • Windows Phone 8 users download 200% more apps than Windows Phone 7 users* • Include features that improve monetization • In-app Purchase • Native development (C++) • Tile and Lock Screen Notifications • Faster controls, including Long List Selector • Bluetooth and NFC • Speech, Camera APIs, etc. * Analysis: Microsoft Data from Jan to May 2013

29. Add support for more languagesPrimary user languages for app downloads CY2013 (Jan-May 2013) 8languages supported Average, top 15 highest grossing apps (WP7 and WP8)

30. Add support for more languages: phases Resources tethras.com ibabbleon.com Multilingual Toolkit Less effort More effort AppLocal-Aware Promote inlocal markets Metadata AppUI Télécharger à partir duWindows Phone Store App Name Description Screenshots Keywords Number format Date format Currency format IconsText Graphics (Resources) Translated Badge Local promotions Baixena Loja doWindows Phone

31. So, in conclusion…

32. Are you ready to start? Dev Center Registration US $19 60-day promotion Individual or Company registration • Create your app • Submit in Dev Center (dev.windowsphone.com) • Manage throughDev Center Apphttp://aka.ms/Qz1k05

33. Remember… Learn for next app Create app Put today’sideasin Action! Higher Revenue Learn from app performance Choose widest audience possible

34. Resources

35. Other sessions 2-123 6/26/2013 14:00 South Hall: Gateway Ballroom 102 Windows Store Overview for Windows 8.1: New design, new promotion and monetization opportunities 2-207 6/26/2013 17:00 South Hall: Esplanade 304 Windows Phone Game Development Basics 2-218 6/27/2013 17:00 North Hall: 123 Windows Phone: Learn from the Winners 2-206 6/27/2013 11:30 North Hall: 134 Windows Phone: Tiles, Lock, & Notifications 2-150 6/27/2013 11:30 South Hall: Gateway Ballroom 104 Beautiful apps at any size on any screen 3-121 6/27/2013 15:30 South Hall: Esplanade 308 Monetization Opportunities for Windows Store apps in Windows 8.1 2-221 6/27/2013 17:00 North Hall: 135 Windows Phone: Low Mem & Hardware Constraints

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