1. YOUR YOUR AD AD HERE HEREDevelopers Guide toMarketing and Monetization ofWindows Phone Apps Alan Mendelevich | AdDuplex | ailon@ailon.org | @ailon

2. Fast forward to February, and now I am making around $380 aday from ads from my 7 games.Grand total revenue for 2011 - $61,321.58 -- Elbert Perez , occasionalgamer.comI generally get about 1.5 hours a day for game developmentTotal marketplace/ad revenue for both Krashlander and Krashlander Free -$23,215.68 -- Jeff WeberTaptitude has been out for just over a year but in the first 4 months weonly made $500.Despite being a slow start, were now pulling in $10-15k per month in adrevenue -- 4Bros Studio

3. Will The Real AppMillionaire PleaseStand Up? In 2012 your team of 3 developers in a garage has minimal chances of making 70,000 Euro from a single app on ANY platform.

4. Did you know Product 20% Marketing 80% Research shows that 20% of products success is determined by the product itself and the remaining 80% is marketing* * I totally made this up

5. Developers Work Cycle Employee/Contract developerSALE Task Deliverables Money Entrepreneur developer Task Deliverables SALE Money

6. What to build?

7. Scratch your own itch

8. Original vs. Me too

9. $23,000+ at 1.5h/dayMegahit vs. Smaller Hits$10,000-$15,000/month $61,000+ in 2011

10. Release date is a feature Be the first to solve a problem Ren Schulte: 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. With every SDK/OS release theres a chance to be the first to utilize some previously unavailable capability

11. 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 dont use it. Just like walking. If you dont 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/

12. Make Money

13. Front-end for your main service

14. 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

15. Trial Cant try == wont buy 70% more purchases than without trials Counter example: Cocktail Flow*

16. 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+ Windows Phone 7.x Roll out your own Use 3rd party services (MoVend, Linxter)

17. Free apps with ads Generally perform better than paid apps* Best suited for long/frequently running apps (games)

18. Ad networks

19. AdDuplex as a Fallback Solution AdDuplex + pubCenter is a winning recipe JC Cimetiere Director Product Management Windows Phone MicrosoftSmaato: Worldwide, the average ad network fillrate was 10% in Q3 2011

20. Fill rate Maximize ad space value by multiple network fallbacks. Fallback to AdDuplex or in-house ads. Silverlight/XNA: Windows Phone Ad Rotator http://wp7adrotator.codeplex.com/ Silverlight: Unified Ad Control For Windows Phone http://wpunifiedad.codeplex.com/

21. Lifetime user value

22. Promote yourapp, promoteyour app,promote yourapp, promoteyour app

23. Dont monetize your app on day one

24. Dont monetize on day one Giving your app away is the cheapest and most effective marketing instrument you have Ren Schulte: 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. Jeff Weber: Krashlander total downloads (Includes both trials and purchases) - 23,500, Krashlander Free total downloads - 327,000

25. Case Study: ChicksnVixens 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 Im very happy with the results. I wont 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

26. Case Study: gMaps Started as absolutely free Added ads and a Pro version later

27. Before youlaunch

28. Marketplace SEO Name Keywords Tile

29. Release Betas Beta-testers are your first evangelists Recruit beta-testers: WindowsPhoneBeta.com Twitter #wp7 #wp8 #wpdev

30. Feedback loop Facilitate user feedback and ratings Bad feedback should go directly to you, good feedback to the Good feedback Marketplace Consider encouraging rating/review after a number of launches Bad feedback

31. Localize Keep in mind that you will probably start getting feedback/support requests in languages you dont know

32. Publication Have everything to get featured Dont submit on Friday Andrs Velvrt: 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 doesnt fail digestion without impacting the publishing date. Ren Schulte: 48h difference in submission (Friday night - Sunday night) -> 12h difference certification email (Thursday morning - evening). Dont auto-publish

33. Online presence

34. Demo video Easier to watch than try your app Great asset for marketing activities

35. Online presence Web site or section Facebook Page Twitter account Blog

36. Free promotion

37. Tip specialized blogs WPCentral.com, WMPowerUser.com, 1800PocketPC.com, BestWP7Games.com, WP7Rocks.com (Russian), etc. Filterable list at WindowsPhoneSites.com Make it personal Include short description maybe even something that looks like a review Link to your demo video. You made it, right?

38. Tweet and post to Facebook Decorate tweets with #wp8 #WindowsPhone hashtags Tweet, retweet, post to Facebook from your personal accounts Help fellow developers (retweet, like, etc.) Temporarily change your avatar to apps tile Mention app in your personal profiles

39. Monitor and react to feedback Monitor mentions of your app on Twitter, blogs, etc. Encourage transformation of positive mentions into 5* ratings React and address negative feedback

40. Social media integration

41. Show off your app everywhere! Show your app to your friends Show your app to Windows Phone enthusiasts Show your app to influential community and Microsoft people

42. Case Study: Wordament

43. Empoweringdevelopers tohelp each other Cross-promote apps with other developers Utilize full potential of your ad space

44. Paid advertising

45. On the web Specialized blogs App catalog sites WP7AppList.com, appsfuze.com, windowsphoneapplist.com, etc. BuySellAds.com (search wp7, windows phone)

46. On the phone

47. In discovery apps

48. Summary

49. Summary Marketing is at least as important as the app itself Starting with free is the cheapest and most effective marketing instrument Be creative, be active, utilize all channels.

50. Thank you!@ailonblog.adduplex.comalan@adduplex.comAppBizDev.com