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October 31, 2012. Expanding Your Opportunity with Windows Phone 8 (and 7). Todd Brix Senior Director Windows Phone Apps. More Opportunity More Markets More Monetization More Efficient Dev Center More Discoverability *Fast Start*. More Opportunity Windows Phone Developer Annual Report.

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October 31, 2012

Expanding Your Opportunity with Windows Phone 8 (and 7)

Todd Brix

Senior Director

Windows Phone Apps


  • More Opportunity

  • More Markets

  • More Monetization

  • More Efficient Dev Center

  • More Discoverability

  • *Fast Start*


More OpportunityWindows Phone Developer Annual Report

%

Q3-2011

Q3-2012

Community Size

54,000

171,000

+ 220%

Apps Available

29,000

120,000

+ 310%

Downloads/User

40.4

53.2

+ 31%

Markets

34

191

+ 460%


Thank You!


Marketingto match the engineering investment

“A Phone for Each of Us”

More $ than Windows Phone 7

Big Splash with Windows 8

Over 400 unique apps included

The New Windows Everywhere!

A LOT more TV ads


8

  • Windows Phone 8 Manifesto


  • More Opportunity

  • More Markets

  • More Monetization

  • More Efficient Dev Center

  • More Discoverability

  • *Fast Start*


7.5 & 8.0

Publish to 191 markets (free or paid)

Submit to all 120+ new countries or regions!

http://bit.ly/T9QP9J

Store available for Developers and Consumers in 191 countries or regions. A subset of these countries allows developers to submit only free apps.

191 consumer countries available only for Windows Phone 8. Windows Phone 7.5 is available in 63 consumer countries or regions.


50 languages

New inWindows Phone 8

50 Languages

Macedonian

Norwegian (Bokmål)

Persian

Romanian

Serbian (Latin)

Slovak

Slovenian

Spanish (Mexico)

Thai

Turkish

Ukrainian

Uzbek (Latin)

Vietnamese

Albanian

Arabic

Azerbaijani (Latin)

Belarusian

Bulgarian

Catalan

Croatian

English (UK)

Estonian

Filipino

Hebrew

Hindi

Kazakh

Windows Phone 7.5

24 Languages

Italian

Japanese

Korean

Latvian

Lithuanian

Malay

Polish

Portuguese (Portugal)

Portuguese (Brazil)

Russian

Spanish (Spain)

Swedish

Chinese Simplified

Chinese Traditional

Czech

Danish

Dutch

English (US)

Finnish

French

German

Greek

Hungarian

Indonesian

26 new languages were added with Windows Phone 8


  • More Opportunity

  • More Markets

  • More Monetization

  • More Efficient Dev Center

  • More Discoverability

  • *Fast Start*


The Monetization Equation

You create amazing apps

We simplify the monetization

Higher

Monetization

Per User

More

Market

Reach

More

Business

Models

More

Payment

Methods

x

=

x


8.0

New: In-App Purchase

The best business model for most apps

GROWS

YOUR

USER BASE

ENABLES

IN-APP UPSELL

TO PAID

ENCOURAGES

REPEAT MONETIZATION

Make app free

Maximize Customer Reach

Deliver additional paid value to subset of paying customers

Sell premium features and content over and over


8.0

The IAP opportunity: 4X revenue growth

4x

In-App revenue growth from 2011($1B)>2016($4B) -eMarketer

93%

of top grossing apps use in-app purchase – BusinessInsider

38%

of app revenue will be from in-app purchase by 2016 – Juniper

Available for Windows Phone 8 apps

Use all available payment instruments

Hardened API

In-app purchase fastest growing revenue source, displacing paid purchases


8.0

In-app purchase: a complete experience

DurablesBuy once & own forever.

E.g. New game levels, add-on maps, game items, eBooks, music, etc. . .

ConsumablesUse once & buy over and over

E.g. Game currency, gold coins, ammunition, game credits, time services, etc. . .

Hand’s On

A test of dexterity

Coffee Cup

Custom hot beverages

Global Reach

A strategy exercise


8.0

In-app purchase: simpleto add & manage

  • Create In-App Item in Dev Center

  • IntegrateIn-App Item into app

  • Host Content (Azure, remote or in the app)

  • ChooseCountries and Set Pricing

  • Manage, Monitor and Respond

We take care of payment and payout


8.0

Options to retrofit IAP into your existing apps

Divide

and

monetize

Package with in-app purchase

Reimagine

Your

App

Keep 7.5 as is and add new capabilities in Windows Phone 8 version (high res graphics, more levels, …)

Separate base functionality (free) from premium (paid)

Enable new models only available through in-app: recurring purchases (game currency, tokens, eBooks)

Tune when and how you show the in-app purchase to maximize conversion


7.5 & 8.0

Mobile ads help monetize apps

  • Half of all app revenue in Windows Phone Store today comes from advertising

Important source of revenue

  • Has industry leading eCPM

  • Integrated Windows Phone and Windows 8 ad reporting

  • Not available in all countries

Easy to add the Microsoft Ad Control

  • Recommended use in countries where the Microsoft Ad Control is not available

Easy to add (multiple) Third Party Controls


8.0

New Global Payment InstrumentsNew ways for users to pay

Microsoft gift card

Redeemable at Bing Rewards (today)

http://www.bing.com/rewards/redeem/all

38 countries

Presented as option where available


7.5 & 8.0

Mobile operator billing = Simple process

Dazzler

By Great Games, Inc.

Included in the Wallet

Default Payment Instrument if available

PIN-Protected purchases (optional)

Automatic backend process, no work required by Developers

The Phone Company

Up-to-date MO list:

http://msdn.microsoft.com/en-us/library/windowsphone/help/jj215902(v=vs.105).aspx


7.5 & 8.0

MO billing drives 2x purchases

Enabling MO billing increased paid downloads 2x

75% of WP users choose MO billing over Credit Card

Revenue per user is 2x higher where MO billing is available

Mobile Operator 1

Mobile Operator 2

-21 -20 -19 -18 -17 -16 -15 -14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37

-27 -26 -25 -24 -23 -22 -21 -20 -19 -18 -17 -16 -15 -14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21

Payment Type

Mobile Operator Billing

Credit Card


A Better Monetization Equation

Business Model

Higher

Monetization

Per User

Market Reach

Payment Methods

x

=

x

Download to Own

Try before you Buy

Advertising

In App Purchase

63 ->191

markets

Credit Card

Debit Card

Phone Billing

Microsoft Gift Card

PayPal

More Models

More Places

More Ways to Pay

x

=

x

4x the revenue

3x the reach

2x the payment coverage


More Opportunity

More Markets

More Monetization

More Efficient Dev Center

More Discoverability

*Fast Start*


7.5 & 8.0

Welcome to the updated Dev Center


7.5 & 8.0

New experience

New dashboard

New submissionprocess

New reporting

  • New Name

  • Clean interface

  • Integrated with MSDN

  • Quick access to SDK, forums, samples


7.5 & 8.0

Easier to register and get paid

  • Online Tax forms

  • 191 markets

  • Integrated with pubCenter

  • PayPal registration & payout*

  • Shared account info with Windows 8 account

* Only available in some countries


7.5 & 8.0

Easier to submit & set price per market

  • Option to publish to all markets except ones with additional requirements

  • Thousands of beta testers for your app

  • Optimize pricing in each market(free or paid by price point by market)


7.5 & 8.0

XAP: only one needed, many possible

One App

  • You need only one XAP

  • You can have multiple XAPs linked to each App:

    • 7.1and 8.0

    • 8.0: high and low res

  • Users get the right XAP for the best experience on their phone

OS 7.1

OS 8.0

XAP-2

(low res

screen)

XAP-1

XAP-3

(high res

screen)

In App Products


7.5 & 8.0

Improved reporting

Point-in-time and low latency reporting

All reviews in a single place

Translated to your language!

Analyze Free, Trial, Beta and Paid downloads


  • More Opportunity

  • More Markets

  • More Monetization

  • More Efficient Dev Center

  • More Discoverability

  • *Fast Start*


Solving Discoverability

  • What Developers Told Us

  • Help users find my app in more and smarter lists

  • I’ve invested in Live Tiles and Trial but its too hard to get noticed for that

  • My app doesn’t show up in Search even when it should

  • How can users who might like my app, but haven’t heard of it, find it?

  • If my app is more niche, how does it stand out in a catalog of 100,000+

  • What Users Told Us

  • Make it easy for me to find popular and highly rated free apps & games

  • Help me find apps with a live tile or which have a free trial available

  • Improve app search so I can more easily find what I’m looking for

  • Show me other apps I might like based on what I (and my friends) like

  • Help me find really good groups of apps based on genre, my location or season

Users and Developers both want the same things for Discoverability

Windows Phone 8 Store delivers.


8.0

The new store experience


8.0

The new store experience

demo


8.0

New ways of finding apps

Hero App

Quick Links

Smart Lists

8 in Spotlight

Collections

For You


8.0

Quick Links help find ‘apps on the move’

Simple way to browser, sort and find apps by frequently used views

  • Top Free

  • New + Trending

  • Top Paid

  • Best Rated

  • Collections

  • Apps for You


8.0

Collections: Find apps grouped by affinity

Expertly selected high quality apps

Local

Seasonal

Interest


8.0

Spotlight drives 10x downloads

Expertly selected per market: match consumers with great apps


8.0

For You: Bing™ personalized recommendations

Helps you find apps you might like*

Constantly learns based on your downloads and app usage

Uses a lot of very sophisticated inputs: usage, crashes, trends and patterns by users that download similar apps

Really smart: understands apps you own, data from Facebook friends, best local options

* Users can opt in or opt out of providing this information to Microsoft


7.5 & 8.0

Search and Smart Lists presents Bing™ powered results

Factors more elements:

  • Downloads, and download ‘trend’

  • App usage

  • Uninstalls

  • Ratings and review count

  • Crashes

  • Pin to start

Elements that lower ranking:

Crashes, Uninstalls, Negative Ratings


8.0

More useful Apps details

See more info about each app

  • If apps have Trial

  • If apps have live tiles

Report problems with the app

  • Inappropriate content

  • Trademark violations

  • Incorrect parental rating

Last update


Smarter discovery also available on the web

http://www.windowsphone.com/store

Additional app discovery opportunities

  • Collections (new)

  • Smart lists (new)

  • Buy and download directly to the phone

  • Reinstall apps


  • More Opportunity

  • More Markets

  • More Monetization

  • More Efficient Dev Center

  • More Discoverability

  • *Fast Start*


Windows Phone Store download badges

  • Official Store branding

  • Help you market your Windows Phone app, and help your customers find it!

  • Download and use them today!

http://bit.ly/Tg7NbY


7.8 and 8.0

Add Live Tiles and double width Tiles

Make your app shine

Keep users informed

For 8 and soon for 7.8

CNN

Audible

ESPN

PayPal

UrbanSpoon

Weather Channel

Groupon


Support Low Memory

  • 256 MB

Windows Phone 8

Low memory = 512MB

or more…

Windows Phone 7

Low memory = 256MB

512 MB

512 MB

1 GB or more

New: Upped OTA Download Limit to 50MB


Leverage new Developer Partner Offers

UI controls

Native gaming

on board with Windows Phone 8

Tools & libraries

Web API

http://aka.ms/wpdevecosystem


8 for Windows Phone 8

Cross submit existing app: 191 markets

Download the Windows Phone 8 SDK

Optimize your app price per market

Add Live & Double-Width Tiles

Ensure app runs in low memory

Add in-app purchase

Use the Badge Program

Add high resolution graphics


Individual Developer Registration Fee

  • $8 for 8 days

Ends November 7

The difference between $99 and $8 will be refunded back to you within 30-60 days


Q&A

191 Markets

Online Tax Forms

MO Billing

Bing

Search

Quick Links

Picks For You

Ads

Live Tiles

In-App Purchase

Next Gen Platform

120K

Wallet

Collections

Enhanced Dev Center

Per Market Pricing

Web

WP8 SDK

High Resolution

Spotlight


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