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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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Windows Phone Apps
“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
Submit to all 120+ new countries or regions!
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.
New inWindows Phone 8
Windows Phone 7.5
26 new languages were added with Windows Phone 8
You create amazing apps
We simplify the monetization
In-App revenue growth from 2011($1B)>2016($4B) -eMarketer
of top grossing apps use in-app purchase – BusinessInsider
of app revenue will be from in-app purchase by 2016 – Juniper
Available for Windows Phone 8 apps
Use all available payment instruments
In-app purchase fastest growing revenue source, displacing paid purchases
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. . .
A test of dexterity
Custom hot beverages
A strategy exercise
Package with in-app purchase
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
Important source of revenue
Easy to add the Microsoft Ad Control
Easy to add (multiple) Third Party Controls
Microsoft gift card
Redeemable at Bing Rewards (today)
Presented as option where available
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:
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
Mobile Operator Billing
Download to Own
Try before you Buy
In App Purchase
Microsoft Gift Card
More Ways to Pay
4x the revenue
3x the reach
2x the payment coverage
Users and Developers both want the same things for Discoverability
Windows Phone 8 Store delivers.
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
Factors more elements:
Elements that lower ranking:
Crashes, Uninstalls, Negative Ratings
Additional app discovery opportunities
Windows Phone 8
Low memory = 512MB
Windows Phone 7
Low memory = 256MB
1 GB or more
New: Upped OTA Download Limit to 50MB
on board with Windows Phone 8
Tools & libraries
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
Ends November 7
The difference between $99 and $8 will be refunded back to you within 30-60 days
Online Tax Forms
Picks For You
Next Gen Platform
Enhanced Dev Center
Per Market Pricing