1.
Appconomy: How to make
money with the Windows Store
Sascha Corti,
Christof Zogg,
Microsoft Schweiz
#shape13

2.
Agenda
Appconomy 10’
Tips & Tricks 40’

3.
Appconomy
Chapter 1/2

4.
2011
2012

5.
Challenges
Appconomy

6.
0
50
100
150
200
1 2 3
US Consumption
Minutes per Day
Series1 Series2 Series3
Source: Flurry Analytics

7.
6.1
7
8.5
11.5
15.5
0
2
4
6
8
10
12
14
16
18
1 2 3 4 5
Estimated iTunes Revenue Structure
Source: Silicon Alley Insider
48%Apps52%Media
$1.2M
App Publisher Fee

8.
80% don’t generate enough
for standalone business
68% less than $5’000.- with
top app
59% apps don’t reach break
even

9.
477
412
250
237
211
179
165 165 164 153 141 132 124 122 120 120
107 107 106 103
0
100
200
300
400
500
600
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Source: Calculations based on Distimo/ App Annie

10.
Conclusion
Appconomy

11.
Smartphone
App Store
Tablet/PC
App Store
Mac App Store

12.
Tips & Tricks
Chapter 2/2

13.
Publish
PromoteAnalyze
Develop
In-App
Purchase
Do’s &
Don’ts
App
Promotion
Windows
Store
Backend
Decide
App
Business
Models

14.
1. Business Model
Tips & Tricks

15.
Your App
Buy / Try
Up-front payment
Durables /
Consumables
In-app purchaseIn-App Advertising
paid = yes
Reach/
Fame
Free
paid = no

16.
1
2
3
Source: Distimo
5%
24%
71%

17.
70%
New app
80%
> $25,000 revenue
$1.49
From
$999.99
To
$1.49
From
$999.99
To

18.
1. Use trial API 70x More Downloads, 7x More Revenue
2. Prefer IAP over paid Apps with in-app purchase make 2.2x more $
3. Use Live Tiles Top 50 apps are 3.7x more likely to have
6. Publish for x86, x64 & ARM Larger Audience, some more Testing required
4. Use push notifications Top 50 apps are 3.2x more likely to have
5. Update frequently Top 50 apps are updated every 2-3 mo.

19.
2. Develop Your App
Tips & Tricks

20.
1. Publish Globally Fastest growth occurring in new markets
2. Localize Smartly Language, currency, symbols
3. Right Size your App Apps <90 MB work well on all devices
6. Deliver Excellence No bugs, use FAS, engaging experience
4. Use Ad Control w/ Loc More local relevance drives higher eCPM*
5. Adopt new Design Style Conformant apps are featured more frequently
* eCPM = "effective cost per thousand impressions."
(total earnings / (total number of impressions / 1000))

21.
In-App Purchase
Develop Your App

22.
App Purchase
In-App Purchase
Durables: buy once & own forever
Timed Durables / Consumables:
buy, use, buy again
Save Docs to
the Cloud

23.
Developer
Application
Windows
Store
Get product list
Purchase Products
Get licences
Get receipt
Activate
purchased
Feature or
load
Purchased
Content
Digitally signed Receipt can be used
to manage Access to External
Resources provided to User via App
App Start
After Purchase
Consumable:
Confirm Fullfillment
Submit app
Submit products

24.
demo
In-App Purchase

25.
In-App Advertising
Develop Your App

26.
The Advertising SDK is distributed as part of the
Windows 8 SDK / Windows Phone 8 SDK

27.
3. Publish Your App
Tips & Tricks

28.
Internet Capability = Privacy Policy

29.
Provide Account info for Apps that require Login
App needs to be able to run without
Network / GPS / etc.
App must handle the Snap View

30.
Don’t forget to add Imagery
Simulator Screenshots may be too big to Upload

31.
Don’t Submit “Debug” Code for Certification.
Test your Code with Visual Studio’s WACK tool.
Make sure your App starts within 5 seconds.
Multilingual Apps: Resources need to be translated

32.
Test using MockIAP, Deploy using Store APIs.
Windows.ApplicationModel.Store
CurrentApp CurrentAppSimulator
CurrentApp

33.
4. Promote your App
Tips & Tricks

34.
Download Numbers and
App Promotions
Store Promotion
Dec. 13-19 2012

35.
5. Windows Store Analytics
Tips & Tricks

36.
• WP8 Dev
Center in par
with Windows 8
• Integrated with
MSDN
• Quick access to
SDK, forums,
samples

37.
• Point-in-time and low
latency reporting
• All reviews in a single
place
• Translated to your
language!
• Analyze Free, Trial, Beta
and Paid downloads

38.
W8
Form
filled
Poor,but happy… Rich,but sad…

39.
http://www.windowsstore.com
Policies: aka.ms/StoreReq
Certification: aka.ms/StoreFix
Support: aka.ms/StoreSupport
Badges: aka.ms/StoreBadge

40.
Sascha Corti
Developer Evangelist
sascha.corti@microsoft.com
Mobile: +41 (0)78 844 62 94
Fixnet: +41 (0)43 456 62 94
Twitter: Techpreacher
Microsoft Schweiz
Richtistrasse 3
CH-8304 Wallisellen
Christof Zogg
Director Developer & Platform Group
christof.zogg@microsoft.com
Mobile: +41 (0)78 844 60 81
Fixnet: +41 (0)43 456 60 81
Twitter: Microstof
Microsoft Schweiz
Richtistrasse 3
CH-8304 Wallisellen