Presentation on theme: "Kelly White | Silvertail Software Inc. Microsoft MVP – Windows Phone Development Blog:"— Presentation transcript:
Kelly White | Silvertail Software Inc. Microsoft MVP – Windows Phone Development Email: email@example.com@whitepdx.com Blog: http://kelly.whitepdx.comhttp://kelly.whitepdx.com
First Published Alchemy v1.0 published on March 31, 2011 ○ (2 months + 4 days ago) Alchemy Free v1.0 published on April 9, 2011 ○ (2 months – 5 days ago) NOTE: 3 business days from submission to approval for new apps.
My Investment $99 for Marketplace account 200 Hours (v1.0) +100 Hours (v1.7) $500 in graphical assets Icon pack (IconShock.com) Individual vector images (VectorStock.com)
WP7 Marketplace Over 20,000 apps 18% are games 39% of apps are free Average price is $1.78 Average sale price is $2.93 Most Xbox Live titles are $2.99 - $5.99 Doodle God & Doodle Devil are $2.99
Pricing Couldn’t decide between $1.99 and $.99 Initially settled on $.99 NOTE: Did try it at $1.99 after adding Hints. Why? Haven’t spent enough time to justify a higher price. Will sell more than twice the quantity at $.99 compared to what would sell at $1.99.
Updates Process Most of my updates turn around in 1-2 business days. Exceptions v1.6 update took 5 business days v1.7 update took just over 12 hours
Publish/Delete the Submission If you don’t select auto-publish You must login to app hub and then publish your app / update However, you do get the option to delete the submission instead of publishing it ○ For updates it means that update never goes live, but the previous version still exists ○ For new apps it means it never gets published and you will get a new app id if you resubmit
Rolling back an update… v1.6 included a cheat that unlocked all elements. v1.6 also included a button that a user could click to crash the app. NOTE: Support could not interrupt the submission process.
What were my options? Allow people to get the v1.6 upgrade Submit a new update (v1.7) and hope it quickly gets approved. Stop people from upgrading to v1.6 Delete the app and resubmit.* Remove the app from the catalog. *This would result in a new app with a new app id and I would lose all my current reviews, Zune rankings, etc.
Step #1 – stop the bleeding Remove the app from the catalog. No one can see/download v1.6 I now had time to think.
Step #2 – come up with a fix Get v1.7 update ready Republish app to marketplace (v1.6) Submit v1.7 update Remove app from catalog (v1.6) Wait for approval Publish v1.7 update to marketplace
Rule #1 when submitting Never say you want to auto-publish!
Back to the case study… App had been live for about a month Had fixed some bugs Had added new features Positive feedback Ranked well in Marketplace
Downloads – April 19 Alchemy (20 days since released) Trial Downloads:1,221 Paid Downloads:745 Alchemy Free (11 days since released) Downloads:9,034
Ad Revenue – April 25 (noon) Alchemy eCPM:$.19 Impressions:164,793 Revenue:$31.86 Alchemy Free eCPM:$.42 Impressions:804,353 Revenue:$334.05
Trial Conversions – April 25 (noon) Since the update on April 18 Installed Trial:270 Upgraded to Paid:50 18.5% convert from Trial to Paid NOTE: 18% is the number Xbox Live targets.
New Feature - Hints Next update would add Hints. Only available in the Paid version. Both Trial and Free would prompt user to upgrade. Anticipated this would sell like crazy. Needed custom analytics to track trial conversions.
Update w/ Hints Feature Alchemy v1.5 published on May 6, 2011 Alchemy Free v1.3 published on May 6, 2011
New Numbers 2,000+ paid downloads a day?! Big jump in rankings #6 for paid #5 for free Ad impressions dropped 100k to 70k per day
Validating the Numbers AppHub Reports are 1 week behind After day #8… After day #9… After day #10… After two weeks… After three weeks… AppHub was showing only 40-60 paid downloads per day.
What could be causing this? Users reinstall the app Users install the app on multiple devices AppHub reporting is wrong? e.g. mobile operator billing vs credit card Silverlight bug in IsolatedStorage? Piracy?
ApplicationSettings.Save() I’d never been calling this. Other features using ApplicationSettings were working. Wouldn’t hurt to call it… Don’t have any other ideas… Might as well submit an update…
Ad Revenue – June 4 Alchemy eCPM:$.21 Impressions:285,572 Revenue:$58.76 Alchemy Free eCPM:$.76 Impressions:3,615,332 Revenue:$2,749.68
Resources PreEmptive’s Runtime Intelligence Certification Guidelines on AppHub Get a phone and play with other apps Portland Windows Phone User Group
Contact Kelly White | Silvertail Software Inc. Microsoft MVP – Windows Phone Development Mobile:503.250.3755 Email:firstname.lastname@example.org@silvertailsoftware.com Web:http://www.silvertailsoftware.com/http://www.silvertailsoftware.com/