Transcript Developer Day Appconomy: How to make money with the Windows Store Sascha Corti & Christof Zogg Microsoft Schweiz #chtd.

Developer Day
Appconomy: How to make
money with the Windows Store
Sascha Corti & Christof Zogg
Microsoft Schweiz
#chtd
2008
2009
2010
2011
2012
1
2
3
Appconomy
Tips & Tricks
Q&A
10’
45’
5’
Agenda
Chapter 1/2
Appconomy
Developers, there are new “0”s and “1”s…
… to care about!
2011
Stefan Züger
(Zühlke Engineering)
70’283
Challenges
Appconomy
Music Marketplace
App Marketplace
Conclusion
Appconomy
Smartphone
App Store
PC
App Store
Chapter 2/2
Tips & Tricks
Decide
In-App
Purchase
Develop
Publish
Analyze
Promote
Do’s &
Don’ts
App
Business
Models
Windows
Store
Backend
App
Promotion
1. Business
Model
Tips & Tricks
paid = no
paid = yes
Your App
Buy/ Try
Reach/
Fame
Free
In-App Advertising
Up-front payment
Durables /
Consumables
In-app purchase
$1.49
From
$999.99
To
70%
New app
80%
> $25,000 revenue
1. Use trial API
70x More Downloads, 7x More Revenue
2. Prefer IAP over paid
Apps with in-app purchase make 2.2x more $
3. Use Live Tiles
Top 50 apps are 3.7x more likely to have
4. Use push notifications
Top 50 apps are 3.2x more likely to have
5. Update frequently
Top 50 apps are updated every 2-3 mo.
6. Publish for x86, x64 & ARM
Larger Audience, some more Testing required
2. Develop Your App
Tips & Tricks
1. Publish Globally
Fastest growth occurring in new markets
2. Localize Smartly
Language, currency, symbols
3. Right Size your App
Apps <90 MB work well on all devices
4. Use Ad Control w/ Loc
More local relevance drives higher eCPM*
5. Adopt new Design Style
Conformant apps are featured more frequently
6. Deliver Excellence
No bugs, use FAS, engaging experience
* eCPM = "effective cost per thousand impressions."
(total earnings / (total number of impressions / 1000))
In-App Purchase
Develop Your App
Build apps with higher and recurring revenue opportunity
Extend reach
Upsell
Customize
Free Baseline Experience
attracts larger user base
Paid digital goods enhance or
extend the App experience in
the App itself
Add different paid Options for
different User Segments
App Purchase
In-App Purchase
Durables: buy once & own forever
Timed Durables / Consumables:
buy, use, buy again
Save Docs to
the Cloud
Submit app
Developer
Submit products
Windows
Store
Application
Windows 8:
Add “In-App Offers” to Main App Submission
Windows Phone 8:
Submit Products for purchase to Store as independent Entities
Products can then be assigned to a particular App
Both:
App can initiate purchases of the products
Element
Definition
Seen by your
customer?
Offer token
Identify the offer in your app's program code.
No
Price tier
What the customer must pay to make an in-app
purchase.
Yes
Feature lifetime
How long the purchased feature can be used.
Yes
Description
Describes the feature to your customer in 100
characters or less.
Yes
Submit app
Developer
Activate
purchased
Feature or
load
Purchased
Content
Submit products
Get product list
App Start
Application
After Purchase
Digitally signed Receipt can be used
to manage Access to External
Resources provided to User via App
Purchase Products
Get licences
Consumable:
Confirm
GetFullfillment
receipt
Windows
Store
demo
In-App Purchase
In-App Advertising
Develop Your App
The Advertising SDK is distributed as part of the
Windows 8 SDK / Windows Phone 8 SDK
AdControl adControl = new AdControl("test_client",
"Image480_80",
true);
// ApplicationID
// AdUnitID
// isAutoRefreshEnabled
The Ad-Control SDK provides the adControl that
can put adverts onto your application
Developer gets 70% of the revenue
Sign up to incorporate ads in your apps.
http://pubcenter.microsoft.com
Available
Markets
New in
2012
3. Publish Your App
Tips & Tricks
Internet Capability = Privacy Policy
Provide Account info for Apps that require Login
App needs to be able to run without
Network / GPS / etc.
App must handle the Snap View
Test how your app runs when Suspended, Resumed
Debugger
App
Features in Feature Description need to be correct
Consolidate Apps with Similar Features
Don’t forget to add Imagery
Simulator Screenshots may be too big to Upload
Think about Age Ratings
Different set of Rules for Asian Markets
Don’t Submit “Debug” Code for Certification.
Test your Code with Visual Studio’s WACK tool.
Make sure your App starts within 5 seconds.
Multilingual Apps: Resources need to be translated
Don’t supply Screen-Shots that
include performance Data.
App.xaml.cs:
// Show graphics profiling information while debugging.
if (Debugger.IsAttached)
{
// Show the current frame rate counters.
Application.Current.Host.Settings.EnableFrameRateCounter = true;
}
Test using MockIAP, Deploy using Store APIs.
CurrentApp
CurrentApp
Windows.ApplicationModel.Store
CurrentAppSimulator
4. Promote your App
Tips & Tricks
5. Windows Store Analytics
Tips & Tricks
Analytics
The Data the Windows Store collects.
Telemetry
The Data collected about your App when running
on a Customer’s Computer.
Adoption
Ratings
Quality
Store Trends
Know your customer base
Improve customer satisfaction
Increase reliability of app
Find new opportunities
Analytic Data based on
your App’s reliability as
experienced by your
Customers
Heuristics:
JavaScript Exception Rate
Crash Rate
App Unresponsive Rate
Including downloadable
Crash Dump files.
http://www.windowsstore.com
Policies:
Certification:
Support:
Badges:
aka.ms/StoreReq
aka.ms/StoreFix
aka.ms/StoreSupport
aka.ms/StoreBadge
Sascha Corti
Christof Zogg
[email protected]
Mobile: +41 (0)78 844 62 94
Fixnet: +41 (0)43 456 62 94
Twitter: Techpreacher
[email protected]
Mobile: +41 (0)78 844 60 81
Fixnet: +41 (0)43 456 60 81
Twitter: Microstof
Microsoft Schweiz
Richtistrasse 3
CH-8304 Wallisellen
Microsoft Schweiz
Richtistrasse 3
CH-8304 Wallisellen
Developer Evangelist
Director Developer & Platform Group