Developer's Guide to Windows Phone App Marketing and Monetization (AppCampus March 2013)
1. YOUR YOUR
AD AD
HERE HERE
Developer’s Guide to
Marketing and Monetization of
Windows Phone Apps
Alan Mendelevich | AdDuplex | alan@adduplex.com | @ailon
2. 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
4. 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
5. Developer’s Work Cycle
Employee/Contract developer
SALE
Task Deliverables Money
Entrepreneur developer
Task Deliverables SALE Money
10. Release date is a “… this was quite important
since it got a lot of attention
feature 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
11. Release date is a
feature
With every SDK/OS release
there’s a chance to be the
first to utilize some
previously unavailable
capability
12. 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/
16. 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 Calculator
http://www.wpdownunder.com/?p=2055
19. 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+
20.
21.
22. Advertising is
best suited for
long/frequently
running apps
and games
Generally perform
better than paid apps*
24. AdDuplex as a Fallback Solution
“AdDuplex +
pubCenter is a
winning recipe”
JC Cimetiere
Director
Product Management
Windows Phone
Microsoft
Smaato: “Worldwide, the average ad network fill
rate was 10% in Q3 2011”
25. Maximize ad
space value by
multiple network
fallbacks.
Fallback to Silverlight/XNA: Windows
Phone Ad Rotator
AdDuplex or in- http://wp7adrotator.codeplex.com/
Silverlight: Unified Ad
house ads. Control For Windows Phone
http://wpunifiedad.codeplex.com/
29. “Helium Voice was released in
Giving your app November 2010 and has
18,773 downloads as of today.
away is the Helium Voice Free was
released in March 2011 and
cheapest and has 143,002 downloads as of
today.”
most effective René Schulte
marketing “Krashlander total downloads
(Includes both trials and
instrument you purchases) - 23,500,
Krashlander Free total
have downloads - 327,000”
Jeff Weber
30. 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
31. Case Study: gMaps
• Started as absolutely free
• Added ads and a “Pro”
version later
37. Localize
Windows Phone Languages (March 2013)
Portuguese Finnish
3% 2%
Other
Polish
7%
3%
French
4% English
33%
German
5%
Russian
7%
Chinese
8%
Italian
Spanish 15%
13%
39. Don’t submit on “If you look at the charts from
WP7AppList, you can see that
Friday
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
44. 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
46. Tip specialized
blogs
WPCentral.com,
WMPowerUser.com,
1800PocketPC.com,
BestWP7Games.com,
WP7Rocks.com (Russian)…
Filterable list at
WindowsPhoneSites.com