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Oliver Scheer
Senior Technical Evangelist
Microsoft Deutschland
http://the-oliver.com
The Windows Phone Store
Topics
• Performance Analysis
• Creating an Application• Configuring the application• The Store Testing Tool
•Distributing an Application
• The Windows Phone Store
• Advertising Supported Applications
•Maximising Uptake
Performance Analysis
3
4
•The performance analysis tool will
tell you where your program is
spending most of its time
•Then you can consider optimising
those parts
• It is activated from the Debug menu
Starting Performance Analysis
5
•You can create and
activate diagnostic
settings that you can use
and reuse as you develop
the application
Performance Analysis Settings
6
• The analysis provides plenty of good quality data
• You can focus on memory or execution speed
Analysis Data
Demo
Demo 1 – Performance Monitoring and Analysis
7
04/12/2023Microsoft confidential8
• The Simulation Dashboard is a tool
which is present in the Visual Studio
SDK
• It allows you to configure the
environment that the emulator runs in
• You can test how an application
responds to poor/no network or cellular
access
The Simulation Dashboard
04/12/2023Microsoft confidential9
• You can simulate poor network performance, observe
how your application behaves under the lock screen
and trigger reminders in the emulator
Using the Simulation Dashboard
Creating an Application
10
11
•The XAP file brings together all the elements of your program
application
• It is the item that is actually pushed onto the device when it is
deployed
•The XAP file provides a common format for all Windows Phone apps &
games•Declarative, manifest-based installation• Integrated into security model of phone•Tied to your developer identity•Signed by an Enterprise for enterprise deployment
The Windows Phone XAP file
12
• The XAP file is actually a zip file
• It contains manifest files that describe the contents and the application
XAP File Anatomy
13
• This file is built for you and identifies the components in the XAP file
AppManifest File
<Deployment xmlns= "http://schemas.microsoft.com/client/2007/deployment" xmlns:x="http://schemas.microsoft.com/winfx/2006/xaml" EntryPointAssembly="Thrasher" EntryPointType="Thrasher.App" RuntimeVersion="4.7.50308.0"> <Deployment.Parts> <AssemblyPart x:Name="Thrasher" Source="Thrasher.dll" /> </Deployment.Parts></Deployment>
14
• The other manifest file is very important• It identifies the services that your application wishes to make use of• It also configures the application itself
• The Windows Phone Store deployment mechanisms can use this to ensure that
users know what an application is going to do and which hardware it will work
with
• An application that attempts to use a service which is not requested in the
WMAppManifest will throw an exception at runtime if that service is used
WMAppManifest.xml
04/12/2023Microsoft confidential15
• Visual Studio provides an editor which
an be used to configure the
WMAppManifest.xml file
• This removes the need to edit the XML
directly for most actions
•However you may need to make
manual changes to configure some
application options
Editing WMAppManifest.xml
04/12/2023Microsoft confidential16
• This is the name of the application and
a simple description
• You also identify the initial page of the
application, which is usually
MainPage.xaml
Application Details
04/12/2023Microsoft confidential17
• This is a 300x300 pixel icon for your
application that will be used in the
Store
• The icon is a PNG file which will be
added to the XAP file for the application
• It is loaded into the solution
•Use transparency on the background of
the icon, not a solid colour, so that the
icon works well over every colour
scheme
Application Icon
04/12/2023Microsoft confidential18
• These are the resolutions of device that
your application can target
• You will need to provide a screenshot
for each of the resolutions that you
select
Supported resolutions
04/12/2023Microsoft confidential19
• These options set the type of tile to be
displayed, whether large tiles are
supported and the title text to be
displayed on the bottom of the tile
• The tile title is always displayed in
white on the tile, so make sure your tile
design does not hide this text
• If you allow support for large tiles the
user will be able to resize the tiles on
the start screen
Tile Options
04/12/2023Microsoft confidential20
• This determines how the application
appears when it pinned to the Start
Screen
• There are three types of tile template:• TemplateFlip – flips from front to
back • TemplateIconic – clean icon• TemplateCycle – cycles through up
to nine images
• For each different template you have to
provide a set of images to be used for
your application tile display
Tile Templates and Images
04/12/2023Microsoft confidential21
• You need to provide artwork in the required sizes
• You can browse for the artwork from within the manifest file editor
• The Windows Phone will perform some resizing and cropping if the sizes are not
correct
• This may cause your tiles to look wrong though
Tile Sizes
04/12/2023Microsoft confidential22
• In Windows Phone 8 a default solution only has a
limited set of capabilities• This is a change from Windows Phone 7, which
had all capabilities enabled by default
• Capabilities can be managed via a set of radio
buttons rather than by editing the XML directly
• If you do not enable a required capability the
program will throw an exception when it tries to
use that particular resource
Application Capabilities
04/12/2023Microsoft confidential23
• An application can also request specific
hardware elements• Check only those that your app
needs to operate, not those it can
optionally use
• This will prevent the application from
being deployed on devices that cannot
support it•Near Field Communication• Front and Rear Camera• Compass (Magnetometer)•Gyroscope
Hardware Requirements in WMAppManifest.xml
• The Windows Phone 8 operating system imposes memory caps on the
applications that run on it
• The limit values are set according to the amount of memory in the device, the
resolution of the screen display and the memory footprint of the application
environment• XAML (Silverlight) applications are allowed extra memory for display
buffering
• By default, your app memory usage is capped at the MIN_CAP value for your
app type and device installed memory
Application Memory Usage
Cap 512MB/768MB Device1GB WVGA/720P/WXGA Device
MIN_CAP XNA/Native 150 MB 150 MBMIN_CAP XAML 150 MB 300 MBMAX_CAP 180 MB 380 MB
04/12/2023Microsoft confidential25
• These capabilities must be added to the manifest by hand
• To do this you can open the WMAppManifest.xml as source and then add them into a
<Requirements> section, [NOTE: Must be placed after closing </ScreenResolution> tag
Setting Memory Usage Capabilities
Manifest Capability Description Memory CapID_REQ_MEMORY_300 Opts out of low-memory devices: the
app will be filtered out in Windows Phone Store, and will not install on a 512/ 768MB device
The default MIN_CAP (On 1GB devices, 150MB for XNA/Native apps, and 300MB for Silverlight apps).
ID_FUNCCAP_EXTEND_MEM Does not opt out of low-memory devices (installs on all devices), but is granted the MAX_CAP memory allocation instead of the default MIN_CAP.
The MAX_CAP (180MB on 512/768MB devices; 380MB on 1GB devices).
<FunctionalCapabilities> <FunctionalCapability Name="ID_FUNCCAP_EXTEND_MEM"/> </FunctionalCapabilities>
26
•When an application is submitted to the
Windows Phone Store it will be tested to
ensure it is well behaved
• The Store Test Kit lets you perform the same
tests on your application before you submit it
• The test kit checks many aspects of the
submission, including the required assets
• It also itemises the manual tests
• Tests are automatically updated to reflect
changes in the tests performed in the Store
The Store Test Kit
04/12/2023Microsoft confidential27
• The Store Test Kit is located
on the Project menu for the
solution
• The Store Test interface is
where you can perform the
automated tests and work
through the manual ones
• You can also use this to add
application screenshots
Store Test Interface
04/12/2023Microsoft confidential28
• The Store Tile is provided as a
300x300 pixel image that is
used for display in the Store
• You must provide one of
these for your application
Store Tile
04/12/2023Microsoft confidential29
• You must provide at least one
screenshot for each of the
display resolutions that your
application supports
• You can provide extra,
optional ones if you wish• This is a good way to
promote your application
Application Screenshots
30
• The screenshots for BadApp include the frame rate counters on the display• This is a bad thing to do – it makes your program look very amateurish
• You can disable the display by changing the above setting in App.xaml.cs
Improving Screenshots
// Show graphics profiling information while debugging.if (Debugger.IsAttached){ // Display the current frame rate counters. Application.Current.Host.Settings.EnableFrameRateCounter = false;}
04/12/2023Microsoft confidential31
• Select the Automated Tests pane to view the tests that can be performed on
the application
Store Test Kit Automated Tests
04/12/2023Microsoft confidential32
• The first set of automated tests perform some static tests on the solution
• They ensure that the XAP file is an appropriate size and that all the icons and
screenshots are present
• The above test failed because for the 720p screen resolution there was no
screenshot provided for the application
Automated Tests
04/12/2023Microsoft confidential33
• Application Analysis performs tests on the application to ensure conformity
with Store policies
Store Test Kit Application Analysis
Demo
Demo 2 – Application Analysis
34
Distributing an Application
35
36
• If you want to find your XAP file it is held alongside your binaries in the bin
directory• Remember to make a release build for the final version of your application• The Store Test Tool will only work on the release build of your program
• Rename it to ZIP if you want to look inside
• XAP File sizes• For Windows Phone OS 7.1 the maximum size of the XAP package file is
225 MB• For Windows Phone 8 the maximum size of the XAP package file is 1 GB.
• A XAP file should not be more than 20Mb in size for Over the Air (OTA)
distribution
XAP Files
37
• If you want people to try your app but you
don’t want to give them the source you can
distribute the XAP file instead
• You can deploy a XAP file directly onto an
unlocked device, or the emulator by using the
Application Deployment tool
• This is part of the Windows Phone 8 SDK
Sharing your XAP files
38
•With the Windows Phone 8 Store, all XAPs are transmitted over the network
encrypted• They are also compiled to executable code before transmission to a
purchaser
• Consequently, it is difficult for someone to disassemble your application to
unpick your assemblies and find out how they work, or to steal your assets
(images and sounds)• If you send someone your XAP file for Beta test, you do not get this
protection
• In Windows Phone 7.x, apps were more vulnerable to attack, so an obfuscator
tool was sometimes used which will change the layout and variable names in
your code to make it harder to decode the way a program works
• It is unrealistic to rely on the phone security to protect your assets and
program code as hardware is always vulnerable to direct attack
Obfuscation Not Required
The Windows Phone Store
39
• The Windows Phone Store is the only way you can get executable content onto
a “public” phone• Enterprises can register with Microsoft to allow them to distribute
applications to devices that have been enrolled into their Enterprise
•Users can buy applications and deploy them onto their devices
•Developers can write applications and deploy them to their own devices for
testing• Registered developers can use up to 3 devices• Student developers can use one device
Windows Phone Store Rules
41
• Register to be a publisher in the Windows Phone Store for $99 per year
• Students can register for free via Dreamspark
• Registered developers can submit applications for approval in the Windows
Phone Store
•Windows Phone dev account members have their identity validated when they
join and are allocated a unique digital signature to sign their Windows Phone
Store submissions
• Join at: http://dev.windowsphone.com
Joining the Store
42
•Developers can set a price for an application or give it away free
•Developers receive 70% of the price paid for the application
• Payment starts once the developer has earned up to $200
• The payment is made by bank transfer
• All payments are from the USA, which can cause some issues• Very good support on the developers site and the Windows Phone Forums
for this
Payment
43
•Developers are limited in the number of free applications they can make
available•Only 100 (!) free app submissions per developer per year• Can make additional free application submissions at an extra cost of $20
per submission
•Developers can publish as many paid applications as they like
•Number of apps any one developer can have certified in a single day is limited
to 20• Avoids bulk publishing flooding the market
Free and Paid Applications
44
• Applications can be free or paid
•Developers can also allow customers to use an application in “try before buy”
mode
• Your application can determine which mode it is running in by calling a status
API
• Applications sold on a “try before buy” basis don’t show up as Free Applications
• This may reduce the number of people who will download it• Some people only browse the free lists
“Try before Buy” mode
45
• It is easy for an application to determine whether it is running in Trial mode • But remember that a paid application with Trial Mode will not show up as
free in the Windows Phone Store• It might be more effective to also distribute a free “lite” version of your
application which can be upgraded by an in-application purchase
Detecting Trial Mode
using Microsoft.Phone.Marketplace;
LicenseInformation info = new LicenseInformation();if ( info.IsTrial() ) { // running in trial mode}
04/12/2023Microsoft confidential46
•Windows 8 allows you to sell upgrades and additional features to users from
within your application
• There are two kinds of purchase
•Durables are bought once • They can be used to activate program features or game levels
• Consumables can be purchased repeatedly• They can be used to buy any resources (access time, in game currency)
that will expire and must be replaced
• Apps can be sold as a Free app or at a low initial purchase price but offer
reduced functionality, and then use in-app purchase to allow the user to buy
access to additional features
In-Application Sales
Store Submission
47
•When you submit your application for validation the Microsoft app ingestion
service performs a number of automated tests• Checks if the application makes use of any capabilities that were not
specified• Checks for any unmanaged or disallowed libraries• Ensures that all the required assets are provided
• Then the application is manually tested to ensure proper behaviour in a
number of scenarios• Proper dormant/tombstone behaviour
Application Validation
49
• The testing process takes a few days and generates a testing report that you
can use to fix the problems
• This will include specific feedback on the issues that were identified
•When the application is resubmitted the retest will focus only on those parts of
the application that have changed
Validation Results
Private Beta Testing
• Apps can be submitted for Private Beta testing
• You can send invitation emails to up to 10,000 testers who will receive
a deep link to the beta application
• They have 90 days to test your application and give you feedback 50
• When you submit an application, you have the option of making it
‘Hidden’• It will not appear in any Windows Phone Store listings or searches• It is still verified and certified and published in the same way• You can still link to the app – if you know the link
• You can create a dashboard app to distribute to your user
community which allows them to discover and install the hidden
apps• Keeps the link to the app in the Store undisclosed• Safer than insecure ways of communicating the App location by email
or messaging
• Lightweight alterative to full Enterprise Distribution
Private Distribution
Advertising SDK
04/12/2023‹#›
• The Advertising SDK is distributed as part of the Windows 8 SDK
• You need to add the assembly to any project that wants to include adverts
Adding the SDK to an Application
• Very easy to incorporate ads into applications
• The Ad-Control SDK provides the adControl that can put adverts onto your
application• The AdManager can be added to XNA games
• Players can click through an advertisement to a web site or call the advertiser
from within your game• Advertisements are specifically targeted at each player demographic
• You get 70% of the revenue
Adding Advertisements to Applications
AdControl adControl = new AdControl("test_client", // ApplicationID "Image480_80", // AdUnitID true); // isAutoRefreshEnabled
Microsoft pubCenter
• Sign up here so that you can incorporate ads in your games
http://pubcenter.microsoft.com
Microsoft pubCenter: 36 Developer Countries17 new
Coming in 2012
Available today
7.5 & 8.0
Maximising Uptake
10 Tips to Make More Money (1/2)
1. Use Trial API 70x More Downloads, 7x More Revenue
2. Use Live Tile Top 50 apps are 3.7x more likely to have
3. Use Push Notifications Top 50 apps are 3.2x more likely to have
4. Use Ad Control w/ Loc More local relevance drives higher eCPM
5. Adopt WP Style Faithfully Conformant apps are featured more frequently
7.5 & 8.0
10 Tips to Make More Money Today (2/2)
6. Publish Globally Fastest growth occurring in new markets
7. Localize Smartly Language, currency, symbols
8. Right Size your App Apps <90 MB work well on all devices
9. Act on Feedback Prompt for reviews and feedback . . and fix
10. Update Frequently Top 50 apps are updated every 2-3 mo.
7.5 & 8.0
11. Deliver Excellence No bugs, use FAS, engaging experience
bugs, fast app switching, engaging user experience
04/12/202360
Making your application as useful as possible
• You can increase the appeal and usefulness of your application by maximising
the number of contexts where it can be used•Use Search Extensibility to ensure that your application appears when the
user searches for a related item•Use background agents to provide useful functionality• Add a Wallet behaviour if your application has any membership or transaction
based behaviour• Provide customisable Live Tiles that are regularly updated•Use deep links into applications to provide quick access to relevant functions
61
Making your applications stand out from the crowd
• There are now quite a few applications in the Windows Phone Store
• But there is still plenty of scope for making a name (and some money) for
yourself
•Here are some tips to help maximise the uptake of your applications•Design to sell – the design of your application is important, make it count• Target Localisations – if there are lots of English versions of your application,
make yours the only Spanish one• Provide a free version – you can now use in application sales to “convert” free
apps• Release upgrades – regular upgrades keep customers engaged with your
product• Encourage good feedback – provide reporting mechanisms for problems and
engage with customers who report issues. They can be your sales team..
62
• You can test your applications before you submit them using the Performance
Monitor and Store Test Kit
• Applications are distributed as a single file that contains a manifest and lists
capabilities required on target devices
•Windows Phone applications are distributed by the Windows Phone Store
• Applications can be free or paid - developers get 70% of the price paid
• Registered developers can upload applications and test programs on their
phones
•Developers can send test applications to beta-testers
• The Advertising SDK makes it easy to add advertisements to applications
Review
The information herein is for informational purposes only an represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be
interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
© 2012 Microsoft Corporation.
All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.