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Introduction to marketing and monetization of Windows Phone apps for developers, designers and other non-business people.
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Marketing and Monetization of
Windows Phone Apps
YOUR
AD
HERE
YOUR
AD
HERE
Alan Mendelevich | AdDuplex | [email protected] | @ailon
Developer’s Guide to
Alan Mendelevich
@ailon
15+ years development experience
Founder & CEO of AdDuplex
Co-host of AppBizDev podcast
Windows
Phone
ecosystem
according to
Microsoft
App Gold Rush
is over
Did you know …
Product
20%
Marketing
80%
Research shows that 20% of product’s success is determined by the product itself and the remaining 80% is marketing*
* I totally made this up
WTH are you
trying to do?
A hobby?
Contracts?
My app is my
business!
Developer’s Work Cycle
Task Deliverables Money
Employee/Contract developer
Task Deliverables Money
Entrepreneur developer
SALE
SALE
What to build?
Original vs. “Me too”
Top AppCampus alumni
from spare time
project to Xbox Live
#1 music game, external funding5 million
downloads
Meg
ah
it
Atley Hunter
500+ apps
Release date is a
feature
“… this was quite important since it got a lot of attention for being the first real picture effects / photo filter app in the market. The big blogs like Gizmodo, Engadget and MSNBC covered a few of the must have WP7 apps and Pictures Lab got featured in all. I guess that helped to jump start the app.”
René Schulte, PicturesLab
Release date is a
feature
With every SDK/OS release
there’s a chance to be the
first to utilize some
previously unavailable
capability
Getting ideas and inspiration
The Daily Practice
“Every day I write down ideas. I write down so
many ideas that it hurts my head to come up
with one more. Then I try to write down five
more.
…
The “idea muscle” atrophies within days if you
don’t use it. Just like walking. If you don’t use
your legs for a week, they atrophy. You need
to exercise the idea muscle. It takes about 3-6
months to build up once it atrophies. Trust me
on this.”
http://www.jamesaltucher.com/2011/02/how-to-be-the-luckiest-guy-on-the-planet-in-4-easy-steps/
Getting a return
on your
investment
Paid Apps
Set a competitive price
Consider psychology
Consider who and where
your customer is
Set a price that makes
business sense
Can’t try == won’t buy
Trials: 70x more downloads,
10% conversion rate
In-app
purchases
iOS: “18 of the top 25
grossing of all apps are Free
To Play Games (72%).”http://www.treysmithblog.com/the-fall-of-angry-birds/
Windows Phone 8+
Advertising is
best suited for
long/frequently
running apps
and games
Generally perform
better than paid apps*
Ad networks
AdDuplex as a Fallback Solution
Smaato: “Worldwide, the average ad network fill
rate was 10% in Q3 2011”
“AdDuplex +
pubCenter is a
winning recipe”
JC CimetiereMarketing Director,
Unity Technologies,
Former Director
Product Management
Windows Phone
Microsoft
Maximize ad
space value by
multiple network
fallbacks.
Fallback to
AdDuplex or in-
house ads.
Windows Phone Ad Rotatorhttp://wp7adrotator.codeplex.com/
Unified Ad Control For
Windows Phonehttp://wpunifiedad.codeplex.com/
Lifetime user value
So, which
business model
should I choose?
Game’s lifecycle
Promote,
Promote,
Promote
Monetize,
Monetize,
Monetize
Cross-promote
Passive monetization
time
Promote your
app, promote
your app,
promote your
app, promote
your app…
Don’t monetize your app on day one
Giving your app
away is the
cheapest and
most effective
marketing
instrument you
have
Before you
launch…
App Store Optimization:
app’s name, price and tile.
That is all users see.
ASO: Keywords
Release Betas:
Beta-testers are
your first
evangelists
Recruit beta-testers:
WPbeta.me
Twitter #wpdev
“Bad” feedback
should go
directly to you,
good feedback –
to the Store
Good feedback
Bad feedback
Localize
English33%
Italian15%Spanish
13%
Chinese8%
Russian7%
German5%
French4%
Polish3%
Portuguese3%
Finnish2%
Other7%
Windows Phone Languages (March 2013)
Publication:
have everything
to get featured
Don’t auto-
publish
Online presence
A picture is worth a
thousand words.
A video is worth a
thousand
screenshots?
Your app needs
a web site…
or at least a
section on your
siteWindows Phone 7 App Site template
http://wp7appsite.codeplex.com/
WP7Graze
https://github.com/mikoskinen/grazewp7
Free promotion
Tip specialized
blogs
WPCentral.com,
WMPowerUser.com,
1800PocketPC.com,
BestWP7Games.com,
WP7Rocks.com (Russian)…
Filterable list at
WindowsPhoneSites.com
Podcasts
WindowsDeveloperShow.com AppBizDev.com
Get
featured in
the store
Tweet, post on
Facebook,
retweet others,
change your
avatar, bio…
Monitor and
react to
feedback
Social media
integration
Show off your
app
everywhere!
Case Study: Wordament
“This became clear to
Microsoft Game Studios,
which quickly talked
Jason and John into
taking Wordament pro
and becoming full time
game developers.”
Wordament: The developer story of
one of Windows’ most original and
compelling hit games
Cross-promote
your own apps
Empowering developers
to help each other.
What’s the catch?
You show
You get
On the web:
specialized
blogs and sites,
BuySellAds.com,
AdWords,
Facebook, etc.
On the phone
In discovery
apps
Lifetime user value
Summary
