1. YOU YOU R RADAD HER HER E EDevelopers Guide toMarketing and Monetization ofWindows Phone Apps Alan Mendelevich | AdDuplex | ailon@ailon.org | @ailon

2. Developers Work Cycle Employee/Contract developerTask Deliverables Money Entrepreneur developerTask Deliverables Money 3. Money Employee Entrepreneur Get Make PaidMoney 4. Richard Foster, once a DOS programmer and now working for thefamily dry cleaning business and developing mobile applications part-time for his company Edgeway Software, is ecstatic about the resultshe is seeing developing for Windows Phone 7.Richard has made $28,882 in four months with his suite of apps.Fast forward to February, and now I am making around $380 a dayfrom ads from my 7 games.Id like to start chronicling my experiences as I start doing my Full TimeIndie Gig. I started going full time April 1st, 2011 -- Elbert Perez , occasionalgamer.comI generally get about 1.5 hours a day for game developmentTotal marketplace/ad revenue for both Krashlander and KrashlanderFree - $23,215.68-- Jeff Weber 5. Did you know Product20%Marketing80% Research shows that 20% of products success is determined by the product itself and the remaining 80% is marketing** I totally made this up 6. Publish an App 7. 38 countries can submit directly,102 - indirectly 8. Submitting an app App Hubhttp://create.msdn.com Available in Australia, Austria, Belgium, Brazil, Canada, Chile, Colombia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Ireland, Israel, Italy, Japan, Korea, Luxembourg, Mexico, Netherlands, New Zealand, Norway, Poland, Portugal, Russia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States. Global Publishing Partners APPA Markethttp://www.appamarket.com/ Yalla Appshttp://www.yallaapps.com/ App Hub Free Apps Only* 9. Make Money 10. Front-end for your main service 11. Kik Messenger Effect 22% higher than anticipated Android andiOS growth after launch on WindowsPhone 12. Paid Apps Set a competitive price Consider psychology Consider who and where your customeris Set a price that makes business sense WP7 Developer ROI Calculator http://www.wpdownunder.com/?p=2055 13. Trial Cant try == wont buy 70% more purchases than without trials Counter example: Cocktail Flow* 14. In-app purchases No built-in centralized mechanism Roll out your own Use 3rd party services (MoVend, Linxter) 15. Free apps with ads Generally perform better than paid apps* Best suited for long/frequently runningapps (games) 16. Ad networks Microsoft pubCenter Google AdMob Smaato Millennial Media Mobclix MobFox Inneractive AdDuplex* 17. Fill rate Smaato: Worldwide, the average adnetwork fill rate was 10% in Q3 2011 Maximize ad space value by multiplenetwork fallbacks. Fallback to AdDuplex orin-house ads. Silverlight: Windows Phone 7 Ad Rotatorhttp://wp7adrotator.codeplex.com/ XNA: ImproviSoft AdStreamerhttp://www.improvisoft.com 18. Promote yourapp, promoteyour app,promote yourapp, promoteyour app 19. Dont monetize your app on day one 20. Dont monetize on day one Giving your app away is the cheapest andmost effective marketing instrument youhave Ren Schulte: Helium Voice was released inNovember 2010 and has 18,773 downloadsas of today. Helium Voice Free was releasedin March 2011 and has 143,002 downloads asof today. Jeff Weber: Krashlander total downloads(Includes both trials and purchases) - 23,500,Krashlander Free total downloads - 327,000 21. Case Study: ChicksnVixens Released as absolutely free (while in beta) Went on to be #1 paid game for some time after switching topaid Meds: After being #1 for almost 2 weeks as a paid app I can say that Im very happy with the results. I wont give specific numbers but suffice to say it would make many iOS and Android devs green with envy. New version released as free with ads 22. Case Study: gMaps Started as absolutelyfree Added ads and a Proversion later 23. Release date is a feature Be the first to solve a problem Ren Schulte: this was quite important since itgot a lot of attention for being the first real pictureeffects / photo filter app in the market. The bigblogs like Gizmodo, Engadget and MSNBCcovered a few of the must have WP7 apps andPictures Lab got featured in all. I guess thathelped to jump start the app. With every SDK/OS release theres a chanceto be the first to utilize some previouslyunavailable capability 24. Before youlaunch 25. Marketplace SEO Name Keywords Tile 26. Release Betas Beta-testers are your first evangelists Recruit beta-testers: WindowsPhoneBeta.com Twitter #wp7 #wpdev 27. Feedback loop Facilitate userfeedback and ratings Bad feedbackshould go directly toyou, good feedback to the Marketplace ConsiderGood feedbackencouragingrating/review after anumber of launchesBad feedback 28. Publication Have everything to get featured background image is not required, but your chancesof being featured without it are low Dont submit on Friday Andrs Velvrt: If you look at the charts fromWP7AppList, you can see that almost no applicationsget verified and published during the weekends. You essentially have two more days to test and makesure the app doesnt fail digestion without impactingthe publishing date. Ren Schulte: 48h difference in submission (Fridaynight - Sunday night) -> 12h difference certificationemail (Thursday morning - evening). Dont auto-publish 29. Online presence 30. Demo video Easier to watch than try your app Great asset for marketing activities 31. Online presence Web site or section Facebook Page Twitter account Google+ Page Blog 32. Free promotion 33. Tip specialized blogs WPCentral.com, WMPowerUser.com,1800PocketPC.com,BestWP7Games.com, WPCentras.lt(Lithuanian), WindowsPhone.lv (Latvian),WP7Rocks.com (Russian), etc. Make it personal Include short description maybe even something that looks like areview Link to your demo video. You made it,right? 34. Tweet and post to Facebook Decorate tweets with #wp7 hashtag Tweet, retweet, post to Facebook fromyour personal accounts Help fellow developers (retweet, like, etc.) Temporarily change your avatar to appstile Mention app in your personal profiles 35. Monitor and react to feedback Monitor mentions of your app onTwitter, blogs, etc. Encourage transformation of positivementions into 5* ratings React and address negative feedback 36. Social media integration 37. Show off your app everywhere! Show your app to your friends Show your app to Windows Phoneenthusiasts Show your app to influential communityand Microsoft people 38. Case Study: Wordament 39. Cross-promote appswith other developers Utilize full potential ofyour ad space 40. Paid advertising 41. Paid advertising On the web Specialized blogs App catalog sites WP7AppList.com, appsfuze.com,windowsphoneapplist.com, etc. BuySellAds.com (search wp7) Directly on Windows Phone AdDuplex, AdMob, etc. 42. Summary 43. Summary Marketing is at least as important as theapp itself Starting with free is the cheapest and mosteffective marketing instrument Be creative, be active, utilize all channels. 44. Thank you!@ailonblog.adduplex.comailon@ailon.org