expanding your opportunity with windows phone 8 (and 7)
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October 31, 2012. Expanding Your Opportunity with Windows Phone 8 (and 7). Todd Brix Senior Director Windows Phone Apps. More Opportunity More Markets More Monetization More Efficient Dev Center More Discoverability *Fast Start*. More Opportunity Windows Phone Developer Annual Report. - PowerPoint PPT PresentationTRANSCRIPT
Todd BrixSenior DirectorWindows Phone Apps
October 31, 2012
Expanding Your Opportunity with Windows Phone 8 (and 7)
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More OpportunityMore MarketsMore MonetizationMore Efficient Dev CenterMore Discoverability*Fast Start*
More OpportunityWindows Phone Developer Annual Report
Community Size 54,000 171,000 + 220%
Q3-2011 Q3-2012 %
Apps Available
Downloads/User
29,000 120,000 + 310%
40.4 53.2 + 31%
Markets 34 191 + 460%
Thank You!
Over 400 unique apps included
More $ than Windows Phone 7
Big Splash with Windows 8
“A Phone for Each of Us”
The New Windows Everywhere!
Marketing to match the engineering investment
A LOT more TV ads
Windows Phone 8 Manifesto8
More OpportunityMore MarketsMore MonetizationMore Efficient Dev CenterMore Discoverability*Fast Start*
Publish to 191 markets (free or paid)
Store available for Developers and Consumers in 191 countries or regions. A subset of these countries allows developers to submit only free apps.191 consumer countries available only for Windows Phone 8. Windows Phone 7.5 is available in 63 consumer countries or regions.
Submit to all 120+ new
countries or regions!
7.5 & 8.0
http://bit.ly/T9QP9J
50 languages
Windows Phone 7.5 24 Languages
Chinese SimplifiedChinese TraditionalCzechDanishDutchEnglish (US)FinnishFrenchGermanGreekHungarianIndonesian
ItalianJapaneseKoreanLatvianLithuanianMalayPolishPortuguese (Portugal)Portuguese (Brazil)RussianSpanish (Spain)Swedish
New in Windows Phone 8 50 Languages
AlbanianArabicAzerbaijani (Latin)BelarusianBulgarianCatalanCroatianEnglish (UK)EstonianFilipinoHebrewHindiKazakh
MacedonianNorwegian (Bokmål)PersianRomanianSerbian (Latin)SlovakSlovenianSpanish (Mexico)ThaiTurkishUkrainianUzbek (Latin)Vietnamese
26 new languages were added with Windows Phone 8
More OpportunityMore MarketsMore MonetizationMore Efficient Dev CenterMore Discoverability*Fast Start*
The Monetization Equation
More BusinessModels
You create amazing apps
We simplify the monetization
MoreMarketReach
xMore
PaymentMethods
x =Higher
MonetizationPer User
New: In-App Purchase
GROWS YOUR
USER BASE
8.0
ENABLES IN-APP UPSELL
TO PAID
ENCOURAGESREPEAT
MONETIZATION
Deliver additional paid value to subset of paying
customersSell premium features and
content over and over
Make app freeMaximize Customer
Reach
The best business model for most apps
Available for Windows Phone 8 appsUse all available payment instruments
Hardened API
The IAP opportunity: 4X revenue growth
8.0
93%of top grossing apps use in-app
purchase – BusinessInsider
38%of app revenue will
be from in-app purchase by 2016
– Juniper
4xIn-App revenue
growth from 2011($1B)
>2016($4B) -eMarketer
In-app purchase fastest growing revenue source, displacing paid purchases
In-app purchase: a complete experience
Hand’s OnA test of dexterity
Coffee CupCustom hot beverages
Global ReachA strategy exercise
8.0
DurablesBuy once & own forever.
E.g. New game levels, add-on maps, game items, eBooks, music, etc. . .
ConsumablesUse once & buy over and over
E.g. Game currency, gold coins, ammunition, game credits, time services, etc. . .
1.Create In-App Item in Dev Center2.Integrate In-App Item into app3.Host Content (Azure, remote or in the app)
4.Choose Countries and Set Pricing5.Manage, Monitor and Respond
In-app purchase: simple to add & manage
8.0
We take care of payment and payout
Package with in-app purchase
Divide and
monetize
Options to retrofit IAP into your existing apps
8.0
ReimagineYourApp
Separate base functionality (free) from
premium (paid)
Keep 7.5 as is and add new capabilities in Windows Phone 8 version (high res
graphics, more levels, …)
Enable new models only available through in-
app: recurring purchases (game currency, tokens,
eBooks)
Tune when and how you show the in-app purchase to maximize conversion
Mobile ads help monetize appsImportant source of revenue
7.5 & 8.0
Easy to add the Microsoft Ad Control
Easy to add (multiple) Third Party Controls
• Half of all app revenue in Windows Phone Store today comes from advertising
• Has industry leading eCPM• Integrated Windows Phone
and Windows 8 ad reporting
• Not available in all countries• Recommended use in countries where the Microsoft Ad Control is not available
New Global Payment InstrumentsNew ways for users to pay
8.0
Microsoft gift card
Redeemable at Bing Rewards (today)http://www.bing.com/rewards/redeem/all
38 countriesPresented as option where available
Mobile operator billing = Simple process
Included in the WalletDefault Payment Instrument if availablePIN-Protected purchases (optional)Automatic backend process, no work required by Developers
Up-to-date MO list: http://msdn.microsoft.com/en-us/library/windowsphone/help/jj215902(v=vs.105).aspx
7.5 & 8.0
DazzlerBy Great Games, Inc.
The Phone Company
MO billing drives 2x purchasesEnabling MO billing increased paid downloads 2x
75% of WP users choose MO billing over Credit Card
Revenue per user is 2x higher where MO billing is available
Payment Type Mobile Operator Billing Credit Card
7.5 & 8.0
Mobile Operator 1
-21 -20 -19 -18 -17 -16 -15 -14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37
Mobile Operator 2
-27 -26 -25 -24 -23 -22 -21 -20 -19 -18 -17 -16 -15 -14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
A Better Monetization Equation
Business Model Market Reachx Payment Methodsx =
HigherMonetization
Per User
Download to Own
Try before you Buy
AdvertisingIn App
Purchase
63 ->191 markets
Credit CardDebit Card
Phone BillingMicrosoft Gift
CardPayPal
x x =More ModelsMore Places
More Ways to Pay
4x the revenue 3x the reach 2x the payment coverage
More OpportunityMore MarketsMore MonetizationMore Efficient Dev CenterMore Discoverability*Fast Start*
Welcome to the updated Dev Center7.5 & 8.0
New experienceNew dashboard
7.5 & 8.0
• New Name
• Clean interface
• Integrated with MSDN
• Quick access to SDK, forums, samples
New submissionprocess
New reporting
Easier to register and get paid7.5 & 8.0
• Online Tax forms
• 191 markets
• Integrated with pubCenter
• PayPal registration & payout*
• Shared account info with Windows 8 account
* Only available in some countries
Easier to submit & set price per market
7.5 & 8.0
• Option to publish to all markets except ones with additional requirements
• Thousands of beta testers for your app
• Optimize pricing in each market (free or paid by price point by market)
XAP: only one needed, many possible
7.5 & 8.0
• You need only one XAP
• You can have multiple XAPs linked to each App: • 7.1 and 8.0 • 8.0: high and low
res
• Users get the right XAP for the best experience on their phone
One AppOS 7.1 OS 8.0
XAP-3(high resscreen)
XAP-1 XAP-2(low resscreen)
In App Products
Improved reportingPoint-in-time
and low latency reporting
All reviews in a single place
Translated to your language!
Analyze Free, Trial, Beta and Paid
downloads
7.5 & 8.0
More OpportunityMore MarketsMore MonetizationMore Efficient Dev CenterMore Discoverability*Fast Start*
Solving DiscoverabilityWhat Developers Told Us• Help users find my app in more
and smarter lists• I’ve invested in Live Tiles and
Trial but its too hard to get noticed for that
• My app doesn’t show up in Search even when it should
• How can users who might like my app, but haven’t heard of it, find it?
• If my app is more niche, how does it stand out in a catalog of 100,000+
What Users Told Us• Make it easy for me to find
popular and highly rated free apps & games
• Help me find apps with a live tile or which have a free trial available
• Improve app search so I can more easily find what I’m looking for
• Show me other apps I might like based on what I (and my friends) like
• Help me find really good groups of apps based on genre, my location or seasonUsers and Developers both want the same things for Discoverability
Windows Phone 8 Store delivers.
The new store experience8.0
The new store experience8.0
demo
New ways of finding apps8 in SpotlightQuick Links
Collections For You
Smart ListsHero App
8.0
Quick Links help find ‘apps on the move’
Simple way to browser, sort and find apps by frequently used views
• Top Free• New +
Trending• Top Paid
• Best Rated• Collections• Apps for You
8.0
Collections: Find apps grouped by affinityExpertly selected high quality
apps
Seasonal InterestLocal
8.0
Spotlight drives 10x downloadsExpertly selected per market: match consumers with great apps
8.0
For You: Bing™ personalized recommendationsHelps you find apps you might
like*Constantly learns based on your downloads and app usageUses a lot of very sophisticated inputs: usage, crashes, trends and patterns by users that download similar appsReally smart: understands apps you own, data from Facebook friends, best local options
8.0
* Users can opt in or opt out of providing this information to Microsoft
Search and Smart Lists presents Bing™ powered results
Factors more elements:• Downloads, and download
‘trend’• App usage• Uninstalls• Ratings and review count• Crashes• Pin to startElements that lower ranking:Crashes, Uninstalls, Negative Ratings
7.5 & 8.0
More useful Apps details
See more info about each app• If apps have Trial• If apps have live tiles
Report problems with the app• Inappropriate content• Trademark violations• Incorrect parental rating
8.0
Last update
Smarter discovery also available on the web
Additional app discovery opportunities
• Collections (new)• Smart lists (new)• Buy and download
directly to the phone• Reinstall apps
http://www.windowsphone.com/store
More OpportunityMore MarketsMore MonetizationMore Efficient Dev CenterMore Discoverability*Fast Start*
Windows Phone Store download badges• Official Store branding
• Help you market your Windows Phone app, and help your customers find it!
• Download and use them today! http://bit.ly/Tg7NbY
Add Live Tiles and double width Tiles7.8 and 8.0
Audible CNN
ESPN PayPal
Weather Channel UrbanSpoon
Groupon
Make your app shine
Keep users informed
For 8 and soon for 7.8
256 MB
Support Low Memory
512 MB
512 MB
1 GB
or more
Windows Phone 7
Low memory = 256MB
Windows Phone 8Low memory = 512MB
or more…
New: Upped OTA Download Limit to 50MB
http://aka.ms/wpdevecosystem
Tools & libraries
UI controls
Web API
Native gaming
on board with Windows Phone 8
Leverage new Developer Partner Offers
Add in-app purchase
Add high resolution graphics
Cross submit existing app: 191 markets
8 for Windows Phone 8
Ensure app runs in low memory
Use the Badge Program
Download the Windows Phone 8 SDK
Add Live & Double-Width TilesOptimize your app price per market
Individual Developer Registration Fee
$8 for 8 days
Ends November 7
The difference between $99 and $8 will be refunded back to you within 30-60 days
High Resolution
Web
191 Markets In-App
PurchaseNext Gen
Platform
Online Tax Forms
Picks For You
Per Market Pricing
Enhanced Dev Center
BingSearch
Spotlight
MO Billin
g
Colle
ctio
ns
Quick Links
Live Tiles
WP8 SDK
Wallet
Ads
120K
Q&A
© 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.The information herein is for informational purposes only and 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. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.