Nokia Store, currently surpassing 15 million downloads per day, has achieved more than 5 billion downloads of mobile content since its launch. Of the most recent 1 billion downloads, 42 per cent were for Series 40 phones from Nokia. Join us for this webinar to find out how to tap into that development opportunity. The webinar will begin with an overview of Nokia Store, which is available in more than 190 countries. You’ll hear about the most successful developers, including games developer HeroCraft, which has achieved more than 50 million downloads. Then Alexey Sazonov will describe how HeroCraft makes money from the free games it creates. He’ll discuss how HeroCraft uses in-app purchasing and in-app advertising to monetise those games.

1. Make money with free
Series 40 apps
Wai Seto <wai.seto@nokia.com>
Alexey Sazonov <sazonov@herocraft.com>
Oct 2012

2. Content
1. The opportunity
2. How to do it: In-app purchasing
3. How to do it: In-app advertising
4. Case study: HeroCraft
© Nokia 2012

3. Nokia Store
To date, Nokia Store has driven
more than 6 billion
cumulative downloads
150 million registered
Nokia Store customers
145 17 million downloads per
Operators, 52
day, with 50%+ coming from
markets with
operator
billing
Series 40 devices
© Nokia 2011 © Nokia 2012

4. Nokia Store
© Nokia 2012

5. Downloads vs. revenue from paid apps
Driving revenue from free downloads will
be essential
© Nokia 2012

6. New ways to increase app revenues
In-app purchasing In-app advertising
Integrate payment events for Monetize apps with ads. Use your
try-then-buy up-sell, subscription favourite ad solution to reach the
business models, digital goods, desired results
and donations.
© Nokia 2012

7. In-app purchase
Available on many Nokia Asha range phones,
most future Series 40 phones.
• Easy way to sell digital content from within your app
- virtual goods, subscriptions, add-ons, new levels
• Convert free applications to paid ones by embedding try and buy
© Nokia 2012

8. In-app purchasing landing page
http://www.developer.nokia.com/Distribute/In-app_purchasing/
In-app purchase
Quick Start Guide for
Java
(link)
Java Developer’s Library
(link)
© Nokia 2012

9. In-app purchase
Devices that have
Java API for in-
app purchase
(link)
© Nokia 2012

10. http://www.developer.nokia.com/gen/vide
os_all.xhtml?id=41714b3f-3871-43dc-
ab82-
ae8d03729a9c/Series_40_Training_Purcha
se
or
http://youtu.be/E_lkrVxrXro
© Nokia 2012

11. In-app advertising
Monetize your app through ads – several solution providers available
Juniper Research
10 €8.5
5 €2
0
2010
2015
“Top publisher are generating 30k€-50k€ a month in Nokia
Store with inneractive in-app advertising solution”
--Roy Timor Rousso, VP Marketing, inneractive
© Nokia 2012

12. How does in-app advertising work
The business model from developers’ perspective:
Consumer
Ad exchange (ad mediator) Publisher (app developer)
Get SDK and Publish your app
integrate it into (and promote it)
your app
Get paid according to impressions and clicks
inneractive has capabilities for Java ME, Series 40 web apps, Qt, and QML,
while vserv is able to partner with you for Java ME apps.
© Nokia 2012

13. http://www.developer.nokia.com/Distribute/In-app_advertising/
In-app advertising landing page
© Nokia 2012

14. http://www.developer.nokia.com/Resources/Library/Series_40_web_
apps_library/#!technical-library/adding-in-app-advertising.html
http://www.developer.nokia.com/gen/videos_all.xhtml?id
=be28d77e-8666-48e3-9876-
0d5ce6f6751b/Series_40_Training_Advertising
or
© Nokia 2012 http://youtu.be/TyHC4JPjD9E

15. Cross Platform and Multi-screen
approach
• We ensure seamless transition and playability between a range of
devices, from PC, to on Nokia to social networks, mobile and tablet
- First sale browser, OVI – 09.07.2009
devices, whatever operating system and screen size.
- Paid apps 66. Lite, free (ad-funded) и TnB 59
• By offering a synergic experience across these platforms we create
- Almost 50 millions downloads
multiple points of discovery, a more efficient and inclusive community of
players.
- Up to 1000 purchases every day
- Full support of Nokia’s devices: Java ME, Symbian,
MeeGo, Qt, Windows Phone 7

16. Cross Platform and Multi-screen
approach
• We ensure seamless transition and playability between a range of
devices, from PC, to browser, to social networks, mobile and tablet
devices, whatever operating system and screen size.
• By offering a synergic experience across these platforms we create
multiple points of discovery, a more efficient and inclusive community of
players.

17. Cross Platform and Multi-screen
approach
• We ensure seamless transition and playability between a range of
devices, from PC, to browser, to social networks, mobile and tablet
(B2C data *)
devices, whatever operating system and screen size.
• By offering a synergic experience across these platforms we create
multiple points of discovery, a more efficient andTnB (61%) community of
inclusive
players. Full (28%)
IAP (8%)
Ads (3%)
* TnB: average conversion ratio ~4%

18. Cross Platform and Multi-screen
approach
• We ensure seamless transition and playability between a range of
devices, from PC, to browser, to social networks, mobile and tablet
devices, whatever operating system and screen size.
• By offering a synergic experience across these platforms we create
multiple points of discovery, a more efficient and inclusive community of
players.

19. Cross Platform and Multi-screen
approach
• We ensure seamless transition and playability between a range of
devices, from PC, to browser, to social networks, mobile and tablet
devices, whatever operating system and screen size.
• By offering a synergic experience across these platforms we create
multiple points of discovery, a more efficient and inclusive community of
players.

20. Cross Platform and Multi-screen
approach
• We ensure seamless transition and playability between a range of
devices, from PC, to browser, to social networks, mobile and tablet
devices, whatever operating system and screen size.
• By offering a synergic experience across these platforms we create
multiple points of discovery, a more efficient and inclusive community of
players.

21. Cross Platform and Multi-screen
approach
• We ensure seamless transition and playability between a range of
devices, from PC, to browser, to social networks, mobile and tablet
Premium:
devices, whatever operating system andstarts (users) – 9,929
Game screen size.
• By offering a synergic experienceIn apps these platforms we create
across (unique) 240 (172)
multiple points of discovery, a more efficient and inclusive community of
Conversion 1.73%
players.
Freemium:
Game starts (users) – 267,138
In apps (unique) - 1,681 (1,229)
Conversion 0.46%

22. Cross Platform and Multi-screen
approach
• We ensure seamless transition and playability between a range of
devices, from PC, to browser, to social networks, mobile and tablet
devices, whatever operating system and screen size.
• By offering a synergic experience across these platforms we create
multiple points of discovery, a more efficient and inclusive community of
players.

23. Cross Platform and Multi-screen
approach
• We ensure seamless transition and playability between a range of
devices, from PC, to browser, to social networks, mobile and tablet
devices, whatever operating system and screen size.
• By offering a synergic experience across these platforms we create
multiple points of discovery, a more efficient and inclusive community of
players.

24. Cross Platform and Multi-screen
approach
• We ensure seamless transition and playability between a range of
devices, from PC, to browser, to social networks, mobile and tablet
devices, whatever operating system and screen size.
• By offering a synergic experience across these platforms we create
multiple points of discovery, a more efficient and inclusive community of
players.

25. Cross Platform and Multi-screen
approach
• We ensure seamless transition and playability between a range of
devices, from PC, to browser, to social networks, mobile and tablet
devices, whatever operating system and screen size.
• By offering a synergic experience across these platforms we create
multiple points of discovery, a more efficient and inclusive community of
players.

26. Cross Platform and Multi-screen
approach
• We ensure seamless transition and playability between a range of
devices, from PC, to browser, to social networks, mobile and tablet
devices, whatever operating system and screen size.
• By offering a synergic experience across these platforms we create
multiple points of discovery, a more efficient and inclusive community of
players.

27. Cross Platform and Multi-screen
approach
• We ensure seamless transition and playability between a range of
devices, from PC, to browser, to social networks, mobile and tablet
devices, whatever operating system and screen size.
• By offering a synergic experience across these platforms we create
multiple points of discovery, a more efficient and inclusive community of
players.

28. Cross Platform and Multi-screen
approach
• We ensure seamless transition and playability between a range of
devices, from PC, to browser, to social networks, mobile and tablet
devices, whatever operating system and screen size.
• By offering a synergic experience across these platforms we create
multiple points of discovery, a more efficient and inclusive community of
players.

29. Thank you!
Wai Seto <wai.seto@nokia.com>
Alexey Sazonov <sazonov@herocraft.com>