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SESSION CODE: WPH203

Making Money with Mobile Apps

Rocky Heckman Architect Evangelist / Advisor @rockyh #mobileoz

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Agenda (more or less)

1 2 3 4 Landscape Intro − Desirable App Types − Customers and Markets Making Killer Mobile Apps − “Red Threads” − Top 10 Killer app Features Making the money − Marketplace prices − Ad revenue Marketing − Doing it − Mistakes

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Landscape

What kind of apps work best?

Who would buy my app?

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Landscape

Desirable App Types • • • What do you want in your pocket?

Can your app be used for 2 minutes at a time?

Games, Social Networking, Personal Management

WHAT’S NEW IN DISTRIBUTION

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Reaching Consumers in More Countries

South Korea South Korea Taiwan Hong Kong Singapore Singapore

AppHub / Marketplace

► AppHub – New Dashboard ► Marketplace – New Search

News: Certify for Mango Now!

(c) 2011 Microsoft. All rights reserved.

Beta Distribution Service

► Capabilities – – – – List of testers (up to 100) Email with a private deeplink Provide feedback for 90 days No updates ► Benefits – – No phone unlock required Higher quality apps (c) 2011 Microsoft. All rights reserved.

Targeted Distribution Service

► Capabilities – – – – – – Certified before distributing App is not discoverable via Search No access control on distribution No limits on the number of users or duration Apps can be ‘free’ or ‘paid’ Apps can be published publicly at any time ► Benefits – Private deployment (c) 2011 Microsoft. All rights reserved.

New Games Marketplace

► Increased discoverability and promotion ► Support for six additional game rating systems ► New parental controls some countries – – Controls access to mature rated games by country Controls based on Windows Live ID UI and Screenshots are representative of UI, subject to change

More Discoverable and Informative New and deeper app categories     Books & Reference eReader Fiction Non-Fiction Reference Business Education Entertainment Gov’t & Politics    Health & Fitness Diet & Nutrition Fitness Health Kids & Family        Lifestyle Arts & Entertainment Automotive Community Food & Dining Out & About Shopping Style & Fashion Music & Video   News & Weather Local + National International Personal Finance Photo Social Sports Tools & Productivity         Travel & Navigation City Guides Hotels Languages Mapping Navigation Planning Travel Tools Traveling with Kids               Games Action + Adventure Card + Board Classics Educational Family Music Platformer Puzzle + Trivia Racing + Flying Role Playing Shooter Sports + Recreation Strategy + Simulation Xbox Companion White = New in Mango

Making Money with Advertising

► Microsoft ad control – – – Supports both Silverlight and XNA apps Click-to-web and click-to-call Watch this space in Australia ► Ad monetization – – – Microsoft Ad Exchange Demographic targeting via WL ID You keep 70% of ad revenue ► pubCenter – https://pubcenter.microsoft.com

Marketplace Policy Documentation

►

http://create.msdn.com

►

Application Certification Requirements for Windows Phone

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DEMO

Windows Phone Mango

► Marketplace – Beta and Private ► Crash dump analysis ► Marketplace Test Tool

Top Paid and Free Apps

Windows Phone iPhone Free Paid($1.47) Free Paid($4.39)

Super Monkey Ball Harbor Master YouTube Tiny Wings Office Jerk Shuriken Ninja Angry Birds Rio Turbo Grannies Need For Speed Fruit Ninja Fable Coin Golf Game Room: Pitfall Earthworm Jim Adobe Reader Facebook Stickman Cliff Diver Angry Birds Xbox LIVE Extras Fruit Ninja Paper Toss Jewel Words With Friends Virtual Lighter ABCs of Boobs Falling Fred The Hangover Deer Hunter Pac-man PES 2011 – Pro Evolution Soccer Juice Factory ESPN ScoreCenter Krashlander Free Pimp Your Screen Deal or No Deal Cut The Rope Rows 3D Light Bump Talking Ben The Dog

Paid($4.76)

Power Amp Full Version Unlocker Titanium Bakcup Pro Root Explorer ROM manager Beautiful Widgets PicSay Pro

Android

Swiftkey Keyboard Documents To Go Full Version SoundHound Weatherbug Elite

Free

Kakao Talk Google maps Flash Player 10.2

YouTube Facebook for Android Vaulty Free Hides Pictures Street View on Google maps WhatsApp Messenger Horoscope GasBuddy – Find Cheap Gas

Landscape

Customers and Markets

7 Ways to Make More Money

Tips and Tricks Tips and Tricks Tips and Tricks

Landscape

Teen Phone Usage

Landscape

Teen Phone Usage

Landscape

Devices

2 4

Landscape

Devices

2 5

Landscape

Devices

2 6

Making Killer Mobile Apps

What makes a killer app?

Why pick my app over others?

Making Killer Mobile Apps Red Threads 2 7 •

PERSONAL: YOUR DAY, YOUR WAY.

•

RELEVANT: YOUR PEOPLE, YOUR LOCATION.

•

CONNECTED: YOUR STUFF, YOUR PEACE OF MIND.

2 8 Making Killer Mobile Apps Top 10 Killer App Features 10. WOW Factor 9. Situational Awareness 8. Originality 7. Stickiness / Addictive 6. Improves lifestyle 5. Visual Impact 4. Connected, Interactive, Device Centric 3. Ease of Use 2. Quality Content and Metadata 1. Basic Functionality (Perf, Stability)

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Making the Money

► How do you want to make your money?

Making the Money Marketplace Revenue ► This is making money from the sale of an app ► Balance between price, and number of sales – – – Awesome apps can cost more Must Have Apps can cost more Vertical specialised “fits a need” apps can cost more ► Check the commission rates and payout rules ► Consider making some free apps to establish yourself ► Don’t make free

cr

apps just to fill out a portfolio ► Trial to Paid 3 0

3 1 Making the Money Ad Revenue ► Embedded ads in apps with pay per impression, or pay per click-through (just like most affiliate or ad programs) ► Either Paid App, or Advertising App, not both ► Consider trial apps with ads, ads removed on payment rather than cripple-ware ► Richard Foster $28K in 4 months on Ad revenue

Marketing

► It’s about getting your app noticed − Where is your target audience most likely to be in need of your app?

► Getting featured on Marketplace − It’s all about sex appeal

Marketing

► Graphics get attention

Marketing

► Choose things that make good backgrounds ► They are more likely to get picked for marketplace featured apps because they make the marketplace look good.

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Marketing

► ► ► ► ► ► ► ► ► ► Press release Blog post Facebook E-zine blast Email announcement Videocast Downloadable audio snatch Free e-book Podcast Teleseminar      Free tools for social media optimisation  howsociable.com

– Social visibility score  knowem.com

– Profile building tool  Social Media for Firefox – Build a powerful social  profile on social news & bookmarking sites semrush.com

– Find competitor organic search rankings Google Insights – Keyword demand trends Page Inlink Analyzer – Analyze inbound links, their   Delicious bookmarks & keyword tags majesticseo.com

– Historical back-link tracking trackur.com

– Social media monitoring socialmention.com

– Real-time social search & scoring, social keyword research bit.ly

– Search friendly URL shortening with analytics analytics.postrank.com

– Track social engagement with combined Google & social analytics

Marketing Mistakes

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2.

3.

4.

5.

6.

Know that Mobile and Computers Users Are Not The Same Importance of Knowing Your Target Audience Not going where the customers are Don’t just tweet about your app. Use multiple avenues Marketing mobile apps is not Mobile Marketing Word of mouth is directly proportional to the deviation from the mean of the awesomeness or crappiness of your app 3 6

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© 2010 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.

(c) 2011 Microsoft. All rights reserved.