developer's guide to windows phone app marketing and monetization (appcampus march 2013)
DESCRIPTION
A fully revamped slidedeck for my talk on Windows Phone app marketing and monetization that I gave at AppCampus AppCademy in March 2013.TRANSCRIPT
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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
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Elbert Perez
• $61,321.58 from 7 games
in 2011
Jeff Weber
• $23,215.68 in 6 months
from Krashlander
4Bros Studio
• $10-15k per month from
ads in Taptitude
Health Pack Games
• up to $800 per day from
NAX in games
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App Gold Rush
is over
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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
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Developer’s Work Cycle
Task Deliverables Money
Employee/Contract developer
Task Deliverables Money
Entrepreneur developer
SALE
SALE
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What to build?
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Scratch your
own itch
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Original vs. “Me too”
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Megahit vs. Smaller Hits
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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
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Release date is a
feature
With every SDK/OS release
there’s a chance to be the
first to utilize some
previously unavailable
capability
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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/
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Getting a return
on your
investment
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Front-end for your main service
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Paid Apps
Set a competitive price
Consider psychology
Consider who and where
your customer is
Set a price that makes
business sense
WP7 Developer ROI Calculatorhttp://www.wpdownunder.com/?p=2055
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Trial
Can’t try ==
won’t buy
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Trials according
to Microsoft
70x more downloads,
10% conversion rate
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In-app
purchases
iOS: “Right now, 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+
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Advertising is
best suited for
long/frequently
running apps
and games
Generally perform
better than paid apps*
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Ad networks
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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 CimetiereDirector
Product Management
Windows Phone
Microsoft
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Maximize ad
space value by
multiple network
fallbacks.
Fallback to
AdDuplex or in-
house ads.
Silverlight/XNA: Windows
Phone Ad Rotatorhttp://wp7adrotator.codeplex.com/
Silverlight: Unified Ad
Control For Windows Phonehttp://wpunifiedad.codeplex.com/
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Lifetime user value
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Promote your
app, promote
your app,
promote your
app, promote
your app…
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Don’t monetize your app on day one
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Giving your app
away is the
cheapest and
most effective
marketing
instrument you
have
“Helium Voice was released in November 2010 and has 18,773 downloads as of today. Helium Voice Free was released in March 2011 and has 143,002 downloads as of today.”
René Schulte
“Krashlander total downloads (Includes both trials and purchases) - 23,500, Krashlander Free total downloads - 327,000”
Jeff Weber
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Case Study: Chicks'n'Vixens
• Released as absolutely free (while in beta)
• Went on to be #1 paid game for some time after switching to paid– Meds: “After being #1 for almost 2 weeks as a paid app I can say that
I'm very happy with the results. I won't 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
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Case Study: gMaps
• Started as absolutely free
• Added ads and a “Pro”
version later
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Before you
launch…
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Store “SEO”:
app’s name,
price and
tile. That is
all users see.
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Store “SEO”: Keywords
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Release Betas:
Beta-testers are
your first
evangelists
Recruit beta-testers:
WindowsPhoneBeta.com
Twitter #wpdev
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“Bad” feedback
should go
directly to you,
good feedback –
to the Store
Good feedback
Bad feedback
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Localize
English33%
Italian15%Spanish
13%
Chinese8%
Russian7%
German5%
French4%
Polish3%
Portuguese3%
Finnish2%
Other7%
Windows Phone Languages (March 2013)
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Publication:
have everything
to get featured
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Don’t submit on
Friday
“If you look at the charts from WP7AppList, you can see that almost no applications get verified and published during the weekends. … You essentially have two more days to test and make sure the app doesn’t fail digestion without impacting the publishing date.”
András Velvárt
“48h difference in submission (Friday night - Sunday night) -> 12h difference certification email (Thursday morning - evening).”
René Schulte
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Don’t auto-
publish
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Online presence
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A picture is worth a
thousand words.
A video is worth a
thousand
screenshots?
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NOKIA
Marketing in a
Box
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Your app needs
a web site…
or at least a
section on your
site Windows Phone 7 App Site template
http://wp7appsite.codeplex.com/
WP7Graze
https://github.com/mikoskinen/grazewp7
NOKIA Marketing in a Box
http://www.developer.nokia.com/Distribute/Pro
moting_your_app
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Free promotion
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Tip specialized
blogs
WPCentral.com,
WMPowerUser.com,
1800PocketPC.com,
BestWP7Games.com,
WP7Rocks.com (Russian)…
Filterable list at
WindowsPhoneSites.com
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Podcasts
WindowsDeveloperShow.com AppBizDev.com
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Get
featured in
the store
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Tweet, post on
Facebook,
retweet others,
change your
avatar, bio…
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Monitor and
react to
feedback
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Social media
integration
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Show off your
app
everywhere!
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Case Study: Wordament
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Cross-promote
your own apps
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Empowering
developers to
help each other
Cross-promote apps with
other developers
Utilize full potential of your
ad space
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On the web:
specialized
blogs and sites,
BuySellAds.com,
AdWords,
Facebook, etc.
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On the phone
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In discovery
apps
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Lifetime user value
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Summary