Making Money with Windows Phone Applications and Games Todd Biggs, Director of Product Management John Bruno, Lead Program Manager

2 Retail…

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4 The Marketplace Hub

5 Promotion & Discoverability Daily promotion drives high visibility for the best apps and games Smart multi-variable algorithmic ranking for popular and new Browse the catalog and discover new content

6 Browse, Filter, Search & discover

7 Informed Purchase Decisions Try and buy Detailed product description Screen shots Reviews & ratings Related apps Optional game content rating More apps by developer

8 Manage App & Game Updates Notifications of app updates on the Marketplace hub Update all apps at once or view the update details of a single app or game Choose to update a single app or game View the details of a specific update

9 Every app appears in App list Pin a favorite app to Start Live tiles offer a unique way to connect with your customers Provide dynamic information about your app, game, business or other products Drive Consumer Connection

10 Rapid, Transparent & Predictable Streamlined self service portal Tools & information End-to-end management Control markets, pricing & publishing Detailed published policies Clear process Manage your product or business Everything you need to know Set & deliver on predictable rhythm Clearly communicate timelines From registration, submission to payout

11 How You Profit Single software distribution channel World wide access Ease of discovery Convenient updates & distribution Active merchandising 70% revenue share Trial API Credit card & mobile operator billing Paid, freemium, ad funded and free apps

12 Where Developers Get Paid 30 markets world wide

CLOUD SCREEN Application Platform High Level Architecture Runtime SensorsMediaData Notifications.NET Framework managed code sandbox Location Phone Phone Emulator Sample s Documentatio n GuidesCommunity Packaging and Verification Tools Tools Registration Validation Certification Publishing Marketplace MO and CC Billing Business Intelligence Update Management Portal Services Notifications LocationIdentityFeeds MapsSocial App Deployment Cloud Services

Developer Portal Learn… Build… Publish… Earn…

Getting Started Get the Windows Phone Developer Tools Build your Silverlight or XNA Framework application Register to publish Distribute your application

Registration Create an account Get validated Submit applications Existing accounts just work… Welcome students!

Publishing Principles Predictable experience Transparency and predictability in policies and publishing process Great tools and support

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

Key Considerations Apply best practices for packaging apps Use trial licenses for better sell through Consider the Windows Phone Marketplace test criteria

Application Packaging Use.NET localization best practices Package multiple languages within the XAP Leverage trial support via the API

if (CurrentLicense.IsTrial().Equals(true)) { // Application is in trial mode, so // upsell to full priced content } if (CurrentLicense.IsTrial().Equals(true)) { // Application is in trial mode, so // upsell to full priced content } Trial API Trial API Usage Example Implement IsTrial() API Up-sell to full-priced content = greater sales You control functionality or license duration

Test Criteria Principles Phone functionality is protected Applications are well-behaved on the phone The certification process is predictable and timely for developers

Test Criteria Pillars Applications are reliable Applications use resources efficiently Applications are free of malicious software Applications do not interfere with the phone functionality Meets Microsoft standard for global content policies Meets application type guidelines Evaluated against regional policies Localization review technical validation policy validation market validation

Tools and Resources Geographical sales and fulfillment reports Integrated licensing for trial applications Device registration service

Device Registration Unlock retail devices for development Manage registered devices through the developer portal api

Summary Introduction to Windows Phone Marketplace How you make money Publishing applications is fast, transparent, and predictable

Call to Action Get the Windows Phone Developer Tools Connect with the community at the developer portal Build your Silverlight or XNA Framework applications Register, publish and start earning money!