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Alan Mendelevič@ailon
The Business Side of Windows 10 Apps
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Who am I?Alan [email protected]@ailon
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Agenda• What and why?• Making money• Getting users
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Windows app ecosystem• 4 indie developers made more
than $1,000,000• Random Salad Games made more
than $1,000,000 from ads• 1 indie game made more than
$9,000 per day from IAPs• Game Insight made “millions of
dollars”• 16 million+ downloads of apps
made by Rudy Huyn
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App gold rush is over
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Did you know…
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WTH am I trying to do?
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Hobby?
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Contracts?
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Apps are my business
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Developer’s Work Cycle
Task Deliverables Money
Employee/Contract developer
Task Deliverables Money
Entrepreneur developer
SALE
SALE
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What do I build?
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Getting ideas and inspirationThe 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/
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Original vs. “me-too”
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“One of Jobs’s talents was spotting markets that were filled with second-rate products.”
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Top AppCampus alumni
From hobby toXbox Live
Music game #1, funding5 million downloads
Megahit?
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Atley Hunter
500+ apps
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Release date is a feature!“… 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.”
René Schulte, PicturesLab
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With every SDK/OS release there’s a chance to be the first to utilize some previously unavailable capability
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Getting return on your investment
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Paid (Premium) Apps• Set a competitive price• Consider psychology• Consider who and where
your customer is• Set a price that makes
business sense• Can’t try == won’t buy
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Freemium/Trial• Nobody buys paid apps anymore• 10x+ more downloads
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Free-to-play/In-app purchases• The most popular monetization method
on all platforms• Requires specific app/game design to be
successful• Be careful
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3rd party payment services no longer supported in new apps.
All apps starting June 2016.
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In-app advertising• Best suited for frequently
launched, long running apps and games
• Not every ad network accepts developers from every country
• Low revenue predictability
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Fill rate
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Mitigating low fill rate
Ad Provider 1
Ad Provider 2
Ad Provider N
Cross promotion or “house ad”
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Ads in Mobile Apps and Games 101
Free ebookhttp://adplx.co/eBookAds
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What’s new in Windows 10• Subscriptions• Affiliate program• Promo codes• Discounts on IAPs• New device types (Xbox, IoT,
HoloLens)
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What’s new in 2016• Managed consumables• Downloadable content• Bundles• Pre-orders• Scheduled price changes• and more…
(watch sessions from Build 2016)
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Crowdsource ideas for new features
CrowdSource.CrowdFund.CrowdMarketLet your loyal fans help you grow your business.
Crowdfund the development of these ideas
Crowd-promote their availability
A P P S T R E TC H . C O M
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So, which model should I choose?• Did I design the app with F2P/IAPs in mind?• Can I “extract” any premium functions?• Would people run my app often and stay in it
for prolonged periods of time?• Am I solving a unique important problem in
some niche?
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Survey stats
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User Acquisition
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Don’t monetize your app from day one!
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Don’t monetize your app from day one
Giving your app away is the cheapest and most effective marketing instrument you have.
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App Store Optimization (ASO)App’s name, rating, price and tile.That is all users see.
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ASO: keywords
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Beta versions
Release betas. Beta-testers will be your first evangelists.
Kudos to Domagoj for wpbeta.me!
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User feedbackControl the flow of user feedback:
Good feedback should go into the store. Bad feedback –into your mailbox.
Good feedback
Bad feedback
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Localization
http://blogs.windows.com/buildingapps/2015/04/15/windows-and-windows-phone-store-trends-april-2015-update/
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Publication
Provide as many “optional” materials as possible. This improves your chances of getting featured.
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Don’t auto-publish
You want to be in control of the moment your app hits the Store.
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Online presence• Site• Video
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Free user acquisition
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Blogs, forums, specialized sites• WindowsCentral.com• WMPowerUser.com• 1800PocketPC.com• OneTile.ru• WindowsPhoneLovers.it
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“We’re here to act as a liaison between you and your customers, if you ignore us you’re not taking advantage of your largest Windows Phone resource and that is just bad business.”
Daniel RubinoEditor-in-chiefWindowsCentral
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Store featuring• Be ready• Get in front of the
right people
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Word-of-mouth
The only realistic way to get users at scale without “scientific” approach to monetization and paid user acquisition.
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Jump-starting word-of-mouth• Integrate social networks into your apps• Actively promote your app in social media• Track and react to feedback• Show your app to everyone everywhere
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Demo: AppRaisin
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Cross-promotion• Don’t forget to advertise your
other apps in each of your apps• Swap adds with other friendly
developers• Participate in cross-promotion
networks
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Empowering Windows Phone and Windows Store app and game developers to help each other grow.
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Step 1: Create an ad for your app
Step 2: Place a line of code into it and start advertising other apps
Step 3: They promote yours in return
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What’s the catch?
You show
You get
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Paid user acquisition
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On the web• Blogs• Specialized sites• BuySellAds.com• AdWords, Bing Ads• Facebook• etc.
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In apps• Microsoft Dev Center• AdDuplex• AdMob• Smaato• vserv.mobi
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In discovery/”app-of-the-day” appsApps advertising special deals, temporarily free apps, etc.
• myAppFree• AppDeals• AppRaisin
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How much does it cost?
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If you know Lifetime Value of your average user, you know how much you can spend on user acquisition.
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To summarize…Pr
oduc
t • In demand• Better than
competition
Busin
ess m
odel • Appropriate
for the product
• Logical• Profitable
UA • Effective• Persistent• Economically
sound
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Thank you!
Alan MendelevičFounder & [email protected]@ailon
download the book at http://adplx.co/eBookAds
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Ne zaboravite ispuniti upitnike.Čekaju vas vrijedne nagrade!
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