Windows Phone Marketplace

Nick Randolph Dave GloverBuilt to Roam Microsoft

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Windows Phone

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Agenda

Marketplace Overview and UpdateWhat’s New and Coming in Windows Phone 8Top Tips to Make More Money Today and Tomorrow

Windows Phone Marketplace

100,000 AppsThank You!

More and counting . . .

May-11 Aug-11 Nov-11 Feb-12 May-120

20000

40000

60000

80000

100000

120000

140000

160000

More Developers: 160,000

40

42

44

46

48

50

52

More Downloads per User

Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-120

50

100

150

200

250

300

350

400

450

More Apps Submitted per Day

Jan-11 May-11 Sep-11 Jan-12 May-120

25000

50000

75000

100000

Downloads Per User = Ratio of cumulative downloads over cumulative users

More Apps: 100,000!

More Opportunity with Windows Phone 8

More Markets

Better Monetization

Next Generation Platform

= More Opportunity

More Markets

Consumer DistributionDeveloper Sign-UpAd CoverageLanguage Support

Consumer: Over 180 countries120+ new

8.0

29 CountriesWindows Phone 7.0

180+ CountriesWindows Phone 8

63 CountriesWindows Phone 7.5

180+

123

31

Developer: Over 180 countries140+ new

7.5 & 8.0

38 CountriesWindows Phone 7.x

180+ CountriesWindows Phone 8.0

PubCenter: 36 Developer Countries17 new

Coming this year

Available today

7.5 & 8.0

PubCenter: More money, simpler, informed

See What’s Working

1

2

3

Real time bidding from multiple advertisers

Built-in simple, drag-and-drop ad controls Self-serve sign-up, reporting and automated payouts

Convenient real time reporting on ad volume and revenue

Make More Money

Quick & Easy

Windows Phone also open to 3rd party Ad platforms

7.5 & 8.0

Languages: 50 languages26 New

Windows Phone 7.5 24 Languages

Chinese SimplifiedChinese TraditionalCzechDanishDutchEnglish (US)FinnishFrenchGermanGreekHungarianIndonesian

ItalianJapaneseKoreanLatvianLithuanianMalayPolishPortuguese (Portugal)Portuguese (Brazil)RussianSpanish (Spain)Swedish

Windows Phone 8 50 Languages

AlbanianArabicAzerbaijani (Latin)BelarusianBulgarianCatalanCroatianEnglish (UK)EstonianFilipinoHebrewHindiKazakh

MacedonianNorwegian (Bokmål)PersianRomanianSerbian (Latin)SlovakSlovenianSpanish (Mexico)ThaiTurkishUkrainianUzbek (Latin)Vietnamese

8.0

Better MonetizationIn App PurchaseEnterprise Distribution and LicensingMO BillingPartner Distribution

Build apps with higher and recurring revenue opportunity

Customize

Add and modify different paid options for different user segments

Extend reach

Attract a larger user base with free baseline experience

Upsell

Upsell users to purchase paid digital goods and services that enhance or extend the app experience in the app itself

In-App Purchase8.0

In-App Purchase used for digital content

Offer digital assets

Durables: buy once & own forever, e.g. new game levels, maps, game items

Consumables: game currency, movie rentals, access to digital magazines for 6 months, etc.

Hand’s OnA test of dexterity

Coffee CupCustom hot beverages

Global ReachA strategy exercise

8.0

Define In-App ItemUse App Hub to define Consumable (bullets) or durable (guns)

Integrate In-App to app experienceUse SDK to sell items

Choose Countries and PricingUse App Hub to define item price; change as frequently as needed

Manage, monitor and respondUse App hub to manage sales reports, by item, region, date

Large Bag of Coins

Use the golden coins to buy food and clothing for your game pet, and help it grow faster!.

Price $1.99

In-App Purchase: sell items in your app

8.0

License apps directly to business

Monetize

Design the right business model, e.g. volume discount

Build apps

Build enterprise apps, for example LOB, Expense reports, Remote Access, HR, Sales

Make apps available

Promote and offer the apps to enterprise customers

Enterprise opportunity8.0

Enterprise Deployment process

Company develops or licenses app

Company deploys through:Microsoft tools, internal distribution or third party installer

Company manages and revokes on command

8.0

Company acquires and applies certificate to managed devices

Microsoft IT example8.0

Find and install apps, as you normally do

Microsoft user experience

MS IT Hub View user infoAccess hub View alerts, view info

8.0

Mobile Operator billing drives 2x revenue

75% of users choose operator billing vs. credit card (when

available)

Simple one-step purchase process drives more app revenue

Seamless purchase through MO Confirm purchase

12:38

Fruit NinjaMicrosoft Game Studios$2.99 plus taxes if applicable

There are no refunds for this purchase.

This amount will be charged to your mobile phone account. Microsoft will also collect your phone number. Privacy Statement

Charge payment method

MY CONTOSO

Growing MOcoverage

Up-to-date MO list: http://msdn.microsoft.com/en-us/library/jj190206(VS.92).aspx

7.5 & 8.0

OEM & MO options

Feature your app in the OEM or MO store

Preload apps (on Device or on SD Card)

8.0

Next Generation Platform

Windows Phone 8 Platform

COMPABITILITYWindows Phone 7 apps will run on Windows Phone 8

PERFORMANCEShared Windows Core, Native Code Development, New APIs

EXPANDABLEAbility to create versions optimized for new HW and SW capabilities. Use of Visual Studio 2012 to build Windows 8 and Windows Phone 7.5 & 8 apps

7.5 & 8.0

Windows Phone 8

IE10Native C/C++ development

Direct X GamesSpeech platformMultitasking enhancements

VOIPBackground Location

EnterpriseNFC & Wallet

New TilesNew Screen ResolutionsWP 7.8

IAPApp to app

Windows Shared Core

Smart presentation filters the right apps

Consumer benefit: see the best apps suited for their phone:

Hardware capabilitiesScreen resolutionsMemoryOptimized for Windows Phone 8

Developer benefit:

Lower support costsExperience optimizationPlatform handles scaling

Windows Phone 7.5

Windows Phone 8

480x800 version

480x800,1280x720,1280x768 version

7.5 & 8.0

Faster and More Predictable Service

FasterApp Hub

FasterApp Processing

Faster App Publishing

More Scalable and Robust Architecture

7.5 & 8.0

Telemetry-driven search, browse, related

Expanded Opportunity

More markets

Better monetization

Next generation platform

7.5 & 8.0

More to come …

Later this summer

Top 10 Ways to Make More Money Today and Tomorrow

10 Tips to Make More Money (1/2)

1. Use Trial API 70x More Downloads, 7x More Revenue

2. Use Live Tile Top 50 apps are 3.7x more likely to have

3. Use Push Notifications Top 50 apps are 3.2x more likely to have

4. Use Ad Control w/ Loc More local relevance drives higher eCPM

5. Adopt Metro Faithfully Metro apps are featured more frequently

7.5 & 8.0

10 Tips to Make More Money Today (2/2)6. Publish Globally Fastest growth occurring in new

markets

7. Localize Smartly Language, currency, symbols

8. Right Size your App Apps <90 MB work well on all devices

9. Act on Feedback Prompt for reviews and feedback . . and fix

10. Update Frequently Top 50 apps are updated every 2-3 mo.

7.5 & 8.0

11. Deliver Excellence No bugs, use FAS, engaging experience

Q&A

© 2012 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.