wph203 content choice discoverability demo
TRANSCRIPT
Understanding Windows Phone Marketplace
Todd BiggsDirector of Product ManagementMicrosoft
WPH203
Agenda
State of Windows Phone marketplaceWindows Phone marketplace experienceApp hub developer experienceIncreasing market coverageMaking money and increasing app performance
A Growing Exchange of Value
Large and Growing Selection of Apps and Games
16,000+ certified and published applications and games Growing at over 100+ new apps per day61% paid, 39% free65 exclusive Xbox LIVE games
Loved by Users
12 downloads per user per month10% conversion rate from trial to paid purchaseDaily merchandising drives 500% download uplift
Generating High ARPU
MO billing now available to over 50% of Windows Phone usersMO billing drives 200%+ increase in paid downloads% paid downloads: 3.2%Paid apps average selling price: $2.93; High ad monetization rate
From Many Developers
41,000+ registered developers7,300+ developers have submitted one or more apps1,200 new developers every week
Connecting Developers with UsersThe Windows Phone marketplace goal
High Quality Experiences Content Choice Purchase Confidence
Innovation Discoverability Monetization
demo
Windows Phone Marketplace
Todd BiggsDirector of Product ManagementWindows Phone
Updates to Windows Phone Marketplace
Hub and Applications Marketplace
Marketplace Hub now appears in all markets Soft key search access to all apps, all games, all music or all podcastsUpdated merchandizing layout for featured services, daily promotionsMobile Operator and Device Partner storesDownload and update queue notification
New Games Marketplace
New Games Marketplace with full panoramic background and hub navigation modelIncreased discoverability and promotion for gamesSeparate download, update queue and searchSupport for six additional game rating systemsNew parental controls enable distribution of mature games in some countries
Controls access to mature rated games by countryControls based on Windows Live ID
UI and Screenshots are representative of UI, subject to change
Improved Search and Relevance
Context-specific soft key search for Marketplace Query auto-complete based on historical searchesAbility to filter by content type
Search Integration
Integration with Bing using hardware key: Surfaces apps+games in search results as ExtrasDrives user re-engagement with installed appsProvides discoverability of new apps
Ability for developers to populate Bing keyword search terms
UI and Screenshots are representative of UI, subject to change
Application Details PageImproved layout for better evaluation
Improved app details page with pivotsApp details page mirroring the rest of the Windows Phone UX
Swipe once to the right to access the screenshotsSwipe again to access reviews and ratings, as well as submit your ownSwipe once more to access related applications and games from other developers
Share instantly with friends via e-mail or textShare appears even with try + buy
Application Installation
Improved app list with alphanumeric quick jump tiles and search soft key for quicker access and easier navigationImproved installation path takes the user from the point of download to install locationApps self-organize themselves where expected:
App list or hubsStatus updates in app list notifies user of updates or items paused in the download queue
demo
App Hub
Todd BiggsDirector of Product ManagementWindows Phone
Updates toApp Hub Developer Experience
New Beta Distribution Service
Distribute pre-certified applications to an controlled list of beta usersCapabilities:
Select up to 100 beta users within App HubSend an e-mail with a private, deep link to the beta applicationOnly pre-selected beta users can access the applicationBeta applications are available for 90 daysBeta submissions cannot be updated once distributed
Benefits:No need to unlock phones to test appsEnables developers to build, test, gather feedback and publish higher quality apps
UI and Screenshots are representative of UI, subject to change
New Private Distribution Service
Distribute certified apps privately to a targeted set of usersCapabilities:
Applications are certified before distributionDeveloper sends an e-mail with deep link to the users
Applications are not discoverable via search or browse
Developer can update the applicationsNo limits on the number of users or durationNo access control on distributionApps can be ‘free’ or ‘paid’Apps can be published publicly at any time
Benefits:Enables broad distribution of apps in a more private way Enables broad public betas, previews, and community distribution
Marketplace Distribution Options
“Beta” Private Public
Number of users 100 Unlimited Unlimited
App Price Must be “free” Can be “paid” Can be “paid”
Time Limited Expires after 90 days No No
Updateable No Yes Yes
Certification Required No Yes Yes
Publicly Discoverable No No* Yes
Access Control Selected WL ID’s No No
Target Users Beta users Private users Public users
New App Hub Dashboard
New app lifecycle tabNotifications for any actions needed and status of app during certification processShows payout amounts to track money earned to dateHighlights all your apps by downloads and royalties Data on daily downloads shown on dashboardUI and Screenshots are representative of UI, subject to change
Updated Game Ratings Capabilities
Support for six game rating systems in addition to ESRB, PEGI, and USKApp Hub will require:
Upload of a rating certificate during submission when a game rating is selectedGame ratings for specific markets and content levels
Game ratings supported for: ESRB, PEGI, USK, OFLC-A, OFLC-N, DJCTQ, CERO, FPB and GRB
UI and Screenshots are representative of UI, subject to change
Enhanced App Hub Workflow
Streamlined submission flow and update processMulti-selection of artwork (icons, panoramic image)Planned online W-8 tax form collection and validationPlanned online US TIN validationReport data available in XMLLocalized into English, Japanese, Korean, simplified Chinese
Increasing Market Coverage
Hong Kong
Singapore
Taiwan
Enabling Developers from More Countries
Indirect (102)
New +8– Direct (38)
Today – Direct (30)
South Korea
Global Publishers Enabling Developers
Enabling developers from more countries:Publish apps and games to MarketplaceDeveloper unlock phonesProvide additional services
Who Where How
App Port 13 countries in East Asia http://www.app-exchange.com
APPA Market 19 countries in Central Europe http://appamarket.com
Device7 China http://www.device7.com
MTel China http://wp.mtelnet.com
Yalla Apps 69 countries in Middle East and Africa http://www.yallaapps.com
Reaching Consumers from More Countries
+8 New – Direct (38)
Indirect (102)
Today – Direct (30)
+ 19 New (35 Total)
Hong Kong
Singapore
Taiwan
South Korea
Making Money and Increasing App Performance
7 Ways to Make More Money
1 Use trial API
2 Use live tiles w/push
3 Use APS Ad Control w/location
4 Price it right
5 Publish (and localize) globally
6 Keep more of what you make
7 Get promoted…
The Opportunity
Live tiles increaseUse frequencyDuration of session useUser satisfaction
Equaling more impressions
Tips and Tricks
Indicate “live tile” in descriptionAdd relevant and creative push contentMake it stand out
The Opportunity
Multiple top-tier mobile ad networks competing in real time for each ad requestBetter demo-targeting via WLID70% of all ad revenue
Tips and Tricks
For highest eCPM Add location services for ad targetingKnow your user to get more discrete demographics
Your AppHere!
The Opportunity
Many (75%) developers are probably paying too much in taxes25 of 29 countries have negotiated treaty rates with U.S. below 30%16 countries have 0% withholding
Tips and Tricks
Get and provide ITIN number to Microsoft to avoid over withholding
The Opportunity
Less than 15% of English apps are localized into FIGS languagesMost customers (like you) prefer and download apps in their local language
Tips and Tricks
Localize your metadata and app with native speakers, if possibleAdd new languages in single xap via updates
The Opportunity
70x more downloads10% trial-to-paid conversion rateResulting in 7x higher sales
Tips and Tricks
Don’t give away too much valueMake the trial experience compellingTime or capability based trials workIncorporate ads in the trial version
The Opportunity
Revenue = price x quantityXbox portfolio makes WP Marketplace work differently than other app stores
$2.93 ASP, 12 DL/uu/mo. (3% paid)
Tips and Tricks
Don’t underprice yourselfExperiment with different price points in similar (A/B) countriesStart at upper end of price range. It is easier to cut rather than raise prices
Merchandizing PlacementsPlacement Type Panorama Featured Icon Featured List
Download Uplift 2000%
Merchandizing PlacementsPlacement Type Panorama Featured Icon Featured List
Download Uplift 2000% 800%
Merchandizing PlacementsPlacement Type Panorama Featured Icon Featured List
MerchandisingLots of ways to promote great apps
Merchandizing PlacementsPlacement Type Panorama Featured Icon Featured List
Download Uplift 2000% 800% 150%
The Best Way to Get PromotedIs to know what we’re looking for… great apps
Great apps start with strong functionality, add device-focused utility, and finish with a delightful Windows Phone user experience
Delight
Utility
Functionality
Look and feel as if they are designed for and an integral part of Windows PhoneProviding expected feature set, presented with visual impact, that compels frequent useWork as promised, include quality content, and are easy to use
FunctionalityWorks as promised, includes quality content, and easy to use
Core Functionality Content Quality Ease of Use
Outstanding performance. Quick loading. Does not hang or crash
Content is dynamic or exceptionally well prepared. Description and metadata help sell the app
First use of the app is intuitive and reassuring. Advanced features are discoverable and understandable
UtilityIncorporates features and visual impact drive use
Feature Set Visual Impact Stickiness Originality
App takes full advantage of device features and mobile scenarios and surprises with unexpected capabilities
Great use of color, graphic placement, and visual elements
Apps that are likely to compel frequent and repeated use
Concepts that push the boundaries for mobile apps, offering innovative features or best-in-category innovation
DelightLooks and feels like an integral part of Windows Phone
Wow Factor Design Platform Features
Amazing app capabilities that make the user smile and inspires “show and tell” behavior
Makes full use of Windows Phone design language (controls, iconography, font). Uncluttered, polished clean experience
Adoption of Windows Phone platform features (Live tiles, push notifications, hub integration, etc.)
Making Money with Advertising
Microsoft ad controlSupports both Silverlight and XNA appsClick-to-web and click-to-callMore markets coming in 2H2011
Ad monetizationMicrosoft Ad ExchangeMultiple top-tier mobile ad networks competing in real time for each ad requestBetter demographic targeting via WL IDYou keep 70% of ad revenue
pubCenterhttps://pubcenter.microsoft.com
Managed Indie Games
Microsoft Games StudioProgram for independent game publishers to bring premium mobile games to Windows Phone and Xbox LIVEAccess to Xbox LIVE services and promotion
Great Games WantedGames of all typesMinimum price point of $2.99
XBox.comContact: [email protected], Console, PC
Calls to Action
Download the free tools http://create.msdn.com Register with App Hub http://create.msdn.com Consider one or all of the 7 ways to increase your apps performance in marketplaceReview the promotion criteria and consider incorporating into your next updateMake plans for addressing new markets later this summerKeep giving us feedback
Questions?
Track Resources
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Resources
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Resources for IT Professionals Resources for Developers
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http://microsoft.com/technet http://microsoft.com/msdn
Learning
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