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Kindle Fire and the Amazon Appstore for Android
Aaron Rubenson, Director Amazon Appstore for Android
Agenda
• Amazon and Mobile App Distribution• Developer Services • Making a Great Kindle Fire App
Agenda
• Amazon and Mobile App Distribution• Developer Services • Making a Great Kindle Fire App
Household Income of Amazon Unique Visitors2
% of Amazon Shoppers Who have Made an Online Purchase2
Age Composition of Amazon Unique Visitors2
<$50 $50-$200 $200+
33%28%
39%
Amazon’s Large and Active Audience
Monthly Unique Visitors (US):
85MM 5.2
Active Global Customer Accounts:
180MM
Avg. Daily Unique Visitors (US):
10.6MM
Note: Active Customer Accounts are unique email addresses that have placed an order in the last 12 monthsSources: 1. Amazon Investor Relations; 2. ComScore PlanMetrix June, 2012.
1 2 2 2
9%
36%
21%
34%
0-18 18-34 35-44 45+ <$25K $25K-$75K $75K +
16%
48%
36%
Amount Spent
Avg. Visits per Visitor per
Month (US):
Amazon and Mobile
Meet the all-new Kindle Family
Introducing Kindle Fire• Kindle Fire quickly became the most successful product launch in
the history of Amazon.com• Earned over 10,000 5-star customer reviews• Remained the #1 best-selling product on Amazon• Captured 22% of U.S. tablet sales in just nine months
• Breakthrough Technology• Stunning HD displays• World class audio with Dolby Digital Plus• Fastest Wifi of any tablet• 20 million songs, over 120K video titles, over 100K audio titles• Free month of Amazon Prime• Whispersync for books, movies, voice, and games• X-Ray for books/movies• Revolutionary 4G (250MB/month for 12 months - for $49) on 8.9” 4G
Curated Mobile Merchandising
Amazon Appstore for Android
Our Reach is Growing
• Kindle Fire is currently available in US, the UK, Germany, France, Italy, and Spain – and soon Japan
• The Amazon Appstore for Android is available in the US, Europe, and Japan – and preloaded on select devices from Verizon Wireless, US Cellular, and other carriers
Sources: Amazon.com; Flurry : Amazon Lights the Android World on Fire, 27 January 2012
The Amazon Appstore Home Page
Test Drive (Try Before You Buy)
Online Customer Experience
Agenda
• Amazon and Mobile App Distribution• Developer Services • Making a Great Kindle Fire App
Amazon Web Services (AWS)
In-App Purchasing
Case Study: TinyCoTinyCo found that Kindle Fire average revenue per user (ARPU) outperforms iPad ARPU by 43% based on the performance of their game Tiny Village.
“Amazon is a gold mine,” wrote Jennifer Lu, Director of Business Development in an April 2012 Blog post.
In 2012, TinyCo began focusing development on both Android and iOS by using a proprietary game engine that enables them to write code once, then deploy and make updates on iOS and Android simultaneously. They launched Tiny Village in three App Stores (Amazon, iTunes, and Google Play), and it's currently a top grossing/top free game in all three stores.
TinyCo Blog, Treat Android as a first-class citizen... it'll pay off!, April 19, 2012
GameCircle
Games are now a primary content category
Access stats without launching the game
Social Discovery
A/B Testing Capability• Free service for Amazon Appstore developers• Extends controlled experimentation capability to mobile
app developers• Allows developers to implement and monitor the
performance of multiple treatments in their apps simultaneously• Change treatments without pushing a new update• Adjust treatment group sizes in real time• Send 100% of future customers to winning treatment without app
update• Developer Portal provides data on treatment outcome
versus control, enabling app optimization
Lucky’s Escape – An A/B Testing Example• Where should the sale occur in this freemium app?• Wanted everybody to play at least 13 levels for free• Decided to test 2 pay wall treatments – at levels 13 and 25• Used A/B testing service – 85% of customers experienced pay wall
at level 13, and 15% at level 25• Initial results showed that level 25 converted significantly better
than 13…• …but fewer people (in absolute) were reaching the pay wall so total
revenue was lower• Ran another test to see if level 18 would be better than 13• Ultimately, a pay wall at level 13 generated the highest conversion
and total monetization
Pay Wall Treatment Results (Example)
Kindle FreeTime
Kindle FreeTime Feature overview
• A simple, fun and safe environment designed specifically for kids, available only on Kindle Fire.
• Allows parents to • Create a personalized experience for each child using content the parents have
purchased• Limit screen time spent on the Kindle Fire, by content category
• Key features• Blocks access to the web browser• Blocks access to browsing and purchasing in the Amazon content stores• Disables location-based services• Disables social sharing (Facebook and Twitter)• Disables GameCircle• Requires entry of a password to turn Wi-Fi or WAN connectivity on or off• Requires entry of a password to make In-App Purchases
Agenda
• Amazon and Mobile App Distribution• Developer Services • Making a Great Kindle Fire App
Making great content… a store’s perspective• Know why customers will choose you
• Provide strong utility• Accomplish a task better than anybody else
• Provide great value• Deliver more to the customer for less
• Be distinctive• Offer unique creative, content, or characters• Create a new genre
• Match the business model to the app• Paid vs. freemium• Subscriptions
• Build a relationship quickly
Building for a Tablet
• Utilize a tablet layout• UI layout• Application controls• Font and button sizing
• Take advantage of extra
screen space• 7” and 8.9” screen size
considerations
• Use a density
independent UI design
Before After
Optimizing for Kindle Fire
• Use appropriate hardware and software capabilities
• 4G LTE, location based services (LBS), camera / video, etc.
• Remove or disable phone-based features
• Include high-definition assets
• Incorporate sensor-based orientation controls
• Avoid touch target conflicts with the Kindle Fire soft keys
• Focus on fluidity and performance
• Incorporate CPU / GPU optimization as appropriate
• Optimize start-up time and customer experience
• Localize content for international distribution
Leveraging Amazon Services
IAP
Offer digital content and subscriptions using Amazon’s 1-Click
GameCircle
Leaderboard
Achievements
Whispersync
Maps
Interactive maps with custom overlays
Easy transition from Google Maps
AWS
SDK for Android allows developers to easily and quickly build connected mobile applications using AWS
EA’s Need for Speed Most Wanted
Start at the Mobile App Distribution Portal
• Get started with apps on Amazon developer.amazon.com/welcome.html
• Learn more: amazonappstoredev.com
• Follow us: twitter.com/amznappstoredev
• GameCircle feedback and requests: [email protected]
Appendices
Aaron Rubenson, Director Amazon Appstore for Android
Multiple Customer Segments
Mobile Personalization
• New apps are featured in the store, providing customers relevant and personalized app recommendations.
• Recommendations are also personalized and shown on the carousel of the Kindle Fire HD and all-new Kindle Fire.
The Amazon.com Homepage
The Product Detail Page
Rich Product Descriptions
Helpful Customer Reviews
Targeted Email Examples
Marketing: Kindle Fire and Amazon Appstore Social Media
In-App Purchasing
Fire Drives Strong Monetization
• Amazon Appstore revenue per active user is 89% of iTunes App Store revenue per user based on a study of top-ranked apps with similar merchandising exposure and pricing across platforms. All apps studied monetized through in-app purchases.
What developers are saying…
"Amazon's well-designed [In-App Purchasing] API and rapid support allowed us to help our enterprise publishing customers be first on the Fire."
“The [GameCircle API] is a great way to keep our fans engaged by offering them more opportunities to play the game, and an intuitive platform to connect with new players.”
"Implementing the Amazon Appstore for Android In-App Purchasing solution was a piece of cake. We were able to turn it around and get it into internal testing within a few days' time."
“Since we have had such success with Amazon, when GameCircle was introduced, it was a no-brainer, we added it to our apps right away.”
Zeke Koch, Adobe Systems Keith Shepherd, Co-Founder of Imangi Studios
Sean Thompson, Mobile Deluxe Suli Ali, TinyCo
Pricing Matters with IAP
IAP Assortment by Price Point
$0.99 $1.99 $2.99 $3.99 $4.99 $5.99 $6.99 $7.99 $8.99 $9.990%
5%
10%
15%
20%
25%
30%
35%
% of Total Assortment % of Item Units Ordered
In-App Assortment to Order Correlation
0 5 10 15 20 25 30 35 -
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
Number of IAP Items for Sale
Avg
. O
rders
-per-
Cu
sto
mer
Note: Orders per customer was calculated using only those customers who have made an IAP purchase
IAP Purchase Cyclicality
IAP Purchases by Hour
Hours Since App Download
0 24 48 72 96 120 144 168 192 216 240 264 288 312
Maintaining a relationship is key
• Engage users early• 16% of a customer's value is realized on the first day
• Keep them in the game• 48% of repeat purchases happen within one hour of the
previous purchase• Give users a reason to come back
• 67% of purchases are repeat purchases• 52% of revenue occurs after the first 7 days• 44% of revenue occurs after the first 30 days
• Provide enough content for your most active users• 2% of customers generate 30% of revenue
GameCircle• The Games library on the Kindle Fire is the home base for players and their game collections.• Players see GameCircle friends, leaderboards, and
achievements activity before opening the game.• Whispersync for Games
• Automatically saves players’ in-game progress to the cloud• Allows them to pick up exactly where they left off when restoring a deleted
game or switching between their devices.
• Free plug-in for Unity 3D developers• Developed by Prime 31• Supports Achievements, Leaderboards, Whispersync for Games,
and In-App Purchasing
Jumptap: Kindle Fire Grabs 1/3 Tablet Traffic
Jumptap: Android and iPhone now Hog 91% of Mobile OS Market Share, March 6, 2012
Removing purchase barriers…
• Use a secure and trusted payment provider• Mobile payments are still a black box• Trust requires a strong brand, a professional user experience, and world-
class customer service• Avoid entry of payment information
• Obsess over the purchase user experience• It should be self-evident to shop and buy• Be transparent, but eliminate all unnecessary steps
• Price strategically• Leverage higher priced apps or IAP items as anchors to drive lower price
point items• Bundles are effective at introducing new products
Building a brand…• Build a portfolio of apps that will resonate with your target
customer segments• Be consistent with your value proposition• Can customers identify your brand?
• Manage customer lifecycles across your portfolio• Segment your customers based on usage and behavior• Target your marketing based on behavior• Reward your best customers
• Drive engagement with features that cross your portfolio• Shared leaderboards and achievements• Non-consumable items that are accessible across apps and devices
Creating the first reason to buy…
• Match the content to the business model• Paid apps are still effective for apps and
developers with strong brand recognition• Freemium works well for apps that have a story
line, are progressive, or segment easily into service tiers
• Subscriptions are still nascent but show strong potential (trial renewal rates are high and churn is low)
• Build a relationship first before you sell• Free trials, limited versions, and step-ups work • Consumers react harshly to in-app vending
machines
Crytek’s Fibble
GameCircle IAP
Crytek’s Fibble
GameCircle IAP
Amazon Mobile App Distribution Portal
Amazon Mobile App Distribution SDK
What you’ll find in the SDK…
• Detailed documentation on Amazon’s platform and APIs• Device specifications for all Kindle Fire tablets• Best practices for API implementation• Emulators for all Kindle Fire devices• Sample and starter code• Quick start guides
Kindle Fire HD 8.9” Emulator
Detailed FAQs
Active Developer Forums