The release of Windows Phone has created a rare opportunity for app developers to get in on the ground floor of a new and fast-growth mobile app marketplace. In this session, we will explore the ins and outs of the Marketplace and how to get started building and monetizing apps for the Windows Phone.

1. Making $$$ with
Windows Phone
Eric D. Boyd
Director, Chicago + Cloud Practice

2. Introduction
Eric D. Boyd
15 Years in Technology

3. I’m From Here

4. I Moved Here

5. I Work Here

6. I Work On

7. I Blog @ ericdboyd.com

8. I Tweet @EricDBoyd

9. How Would You Like To?
Earn extra $$$ to…
Buy a coffee? - $2
Pay for a dinner? - $70
Pay a car payment? - $400
Pay a mortgage? - $2,000
Be self-employed? - $10,000

10. Agenda
Strategy
Build
Market
Make $$$
Q&A

11. What Should I Build?
Look for App Gaps
Improve Painful Apps
Build Mashups
Be Alert
Explore Competing Marketplaces

12. Fail Fast
Prioritize Features
Build
Publish
Gather Feedback
Repeat

13. Getting Started
How Much $$$ Will It Cost?
$99 Marketplace Account
Artwork
How Much Time Do I Need To Invest?
Hours & Days
Do I Need A Device?
Maybe

14. Build
Windows Phone Tools
http://create.msdn.com
Windows Phone 7 Training Course
http://msdn.microsoft.com/en-
us/wp7trainingcourse.aspx
Windows Phone MSDN Documentation
http://msdn.microsoft.com/en-
us/library/ff402535%28v=VS.92%29.aspx

15. Windows Phone Marketplace

16. Marketplace Benefits
Single Global Distribution
Quick Start Screen
Daily Merchandising
Categorized Apps
Quality Verified
CC & Mobile Operator Billing
Automatic App Updates
Beta Distribution

17. Marketplace Details
Over 27K apps
17% are Games
76% are English
47% are Free
38% of Paid Apps have Trials
Over 7,600 Developers in Marketplace
12 Downloads per User per Month

18. Publishing to the Marketplace
Self-Service Portal
Set Markets, Pricing and Publishing Schedule
Transparent Publishing
Detailed Test Criteria
Detailed Content Policies
Status Updates
Certification process average is 5 days
Unlimited Paid Apps - 100 Free Apps

19. App Hub Portal

20. Publishing Process
Application and Game Submission
.xap App .xap
App
Packaging &
submission .dll .dll
Validation Marketplace
Windows Phone 7 Deployment Service
Add Apply .xap .xap
Metadata Test Sign .dll
.dll
Criteria

21. Make $$$
Great Apps
Functionality
Utility
Delight
Average transaction is $2.93
Xbox Live titles are $2.99 - $5.99
Paid, Freemium or FREE?

22. Paid Apps
70% Revenue Share
Monthly Payout

23. Trials
Limit Features and Prompt for Upgrade
70x more Downloads
10% Trial-to-Paid Conversion
7x higher sales

24. Price it Right
Don’t underprice yourself.
Start at upper end of price range. It is easier to
cut than raise prices.
A/B Price Experiments

25. Reach Users Globally
Less than 15% of English apps are localized
Customers prefer local language
Localize meta-data and app with native
speakers

26. Merchandising
Download Uplift
Panorama – 2000%
Featured Icon – 800%
Featured List – 150%

27. FREE Apps with Ad Revenue
pubCenter
70% Revenue Share
Demographic Targeting

28. Live Tiles with Push Notifications
Increase Use Frequency
Increase Duration of Session
Increase User Satisfaction
Increases Ad Impressions

29. Target Ads
Know your Users
Demographic Targeting via WLID
Ad Location Services for Targeting

30. Update Your App
Automatic Updates
Renew Interest
Peak Curiosity
Continuously Improve

31. Get Feedback
Telemetry
PreEmptive RunTime Intelligence
Ratings and Reviews
Windows Phone Marketplace
Forums and Collaboration
UserVoice
Social Media
Blog, twitter, Facebook, YouTube

32. Success Stories

33. http://bit.ly/reuuY0

34. Next Steps
Explore Great Apps
http://www.bing.com/visualsearch?g=wp7&qpvt=Windows+Phone+7+Apps
Register as a Windows Phone Developer
http://create.msdn.com
User Experience Design Guidelines
http://msdn.microsoft.com/en-us/library/hh202915(v=VS.92).aspx
PreEmptive Runtime Intelligence
http://www.preemptive.com/windowsphone7.html
Microsoft pubCenter
http://pubcenter.microsoft.com
Chicago Windows Phone Developer Group
http://www.meetup.com/Chicago-Windows-Phone-Developers/

35. Resources
Windows Phone 7 Developer Guide (P&P)
http://msdn.microsoft.com/en-us/library/gg490765.aspx
Windows Phone Platform on MSDN
http://msdn.microsoft.com/en-us/ff380145.aspx
Windows Phone Team Blog
http://windowsteamblog.com/windows_phone/b/wpdev/
Windows Azure Toolkit for WP7
http://watoolkitwp7.codeplex.com/
SketchFlow Template for Windows Phone
http://wp7sketchflow.codeplex.com/
WP7 / Azure Quickstarts
http://wp7azurequickstarts.codeplex.com/

36. Design Resources
iStockphoto
http://iStockphoto.com
Shutterstock
http://www.shutterstock.com
Fotolia
http://fotolia.com
iconShock
http://IconShock.com
VectorStock
http://www.VectorStock.com

37. FREE Windows Phones
10 FREE Unlocked Samsung Focus
http://www.windowsphone7event.com/contest/Contest
Index.aspx

38. Students
DreamSpark
Free Marketplace Developer Account
http://www.dreamspark.com
50 FREE Unlocked Mango Phones
http://www.technobuffalo.com/companies/microsoft/window
s-phone/microsoft-launches-windows-phone-7-mango-
development-contest/
FREE Xbox Games, Gift Cards and Phones
http://wpstudentapp.com/

39. Q&A

40. Thank You!
Eric D. Boyd
Director, Chicago + Cloud Practice
Centare
Email: eric.boyd@centare.com
Twitter: www.twitter.com/EricDBoyd
Blog: www.ericdboyd.com