Android Market For Developers
Eric Chu (Android Developer Ecosystem) 2011.5.11
Android Market
Monetization
Merchandising
Distribution Tools
Customers
This even holds true for a game that uses 3D graphics...
Customers
Rapid Growth in Activations
May 11
400k
Dec 10 Aug 10 May 10
100k 200k 300k
Rapid Growth in Apps Consumption
Aggregate installs (unit billion)
Q1 Q2 Q3 Q4 2008 & 2009
8X
2008 & 2009
5
2010
2011
Growth By Country
Activations Installations
Others
Others 26.2%
GB JP KR
US 40.5%
JP 8.9%
US US
KR 13.4%
2010 Q1
2011 Q1
Installs Per User by OS Version
Honeycomb Gingerbread Froyo Eclair Donut Cupcake
How do the Categories Stack Up?
Overall
Products Recent Installs
Games Entertainment Tools Media and Video Travel and Local Transportation Business Medical
Paid
Products
Personalization Books & Reference Entertainment Games Lifestyle Photography Transportation Weather
Recent Installs
Games Tools Personalization Productivity Entertainment Medical Comics Shopping
Highest
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Entertainment Games Tools Books & Reference This
Distribution tools
Too Many Platform Versions?
Devices accessing Android Market, last 30 days
Android 2.2 Android 3.0 Android 1.6 Android 2.3.3 Android 1.5 Android 2.1
Android 2.1, 2.2, & 2.3 represent 94+% Industry commitments to upgrade devices for 18 months Single binary can
Run across multiple OS versions Use newest APIs and maintain support for older versions
Android 2.1
Android 2.2
10
Too Many Screen Sizes?
Devices accessing Android Market, last 7 days
normal / hdpi small / hdpi normal / ldpi xlarge / mdpi normal / mdpi large / mpdi
Two sizes represents 93% of the volume Apps can support multiple screen sizes with
A single binary and resource A single binary and multiple resource bundles
normal / mdpi
normal / hdpi
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3D Graphics?
Devices accessing Android Market, last 7 days
GLES 2.0
GLES 1.1
90+% of devices support OpenGL ES 2.0 Apps can supply code or resources for both versions in a single APK
GLES 1.1 GLES 2.0
12
One Binary: Pulse News
Platform versions:
Android 1.5 and higher
Screen sizes and densities:
Small, normal, large, extra large Low, medium, high
Device profiles:
Phone and tablet 99% of devices..
13
One Binary: Angry Birds Rio
Platform versions:
Android 1.6 and higher
Screen sizes and densities:
Small, normal, large Low, medium, high
Device profiles:
Phone and tablet 97% of devices
14
Heres Angry Birds, a game that uses 2D graphics. They deliver a great game to 99% of devices using a single .apk.
One Binary: Gun Bros
Platform versions:
Android 2.0 and higher
Screen sizes and densities:
Normal, large, extra large Medium, high
Device profiles:
Phone and tablet 94% of devices
15
This even holds true for a game that uses 3D graphics...
Designed for Flexibility
Single APK for wide distribution
Worldwide installed base Broad range of hardware capabilities Support newest APIs & maintain support for older versions
Multiple APKs for different markets or device capabilities
16
Distribution Flexibility
Business targeting
Countries Carriers
Capabilities targeting
Platform version Screen size and density OpenGL ES version Hardware and software features GL texture-compression format ABI
17
2-slide build Note: We are introducing two new capabilities to improve how you target...
Device Availability
Based on Applications manifest Show all supported devices Published or draft apps Option to exclude specific devices if needed Available starting today....
18
2-slide build Note: We are introducing two new capabilities to improve how you target...
Multiple APK Support
Multiple custom APKs for specific segments
Platform versions Screen sizes & densities Texture compression formats
Available as one product listing Market delivers the appropriate apk User ratings, comments, and billing are aggregated Available in June
19
2-slide build Note: We are introducing two new capabilities to improve how you target...
Support for Large Apps
Support up to 4 GB Publish code & large assets in separate archive 50MB app package + Up to two 2GB archives Android Market hosting Market manages download & install of archives Available in June
20
2-slide build Note: We are introducing two new capabilities to improve how you target...
AdMob Integration
Streamlined access to the biggest mobile ad network One-click entry to AdMob campaign setup from Developer Console Quickly build campaign for audience profiles significant to your products No impact on APK Available starting yesterday...
21
2-slide build Note: We are introducing two new capabilities to improve how you target...
Application Statistics and Sales Reporting
Comprehensive view of apps performance Details include
- Country, language, Screen size, OS version
Per-app stats and comparison against all apps in the same category Monthly sales reporting
Downloadable spreadsheet each month Detailed transaction record App purchase and in-app payments Payout in developer currency Reports available for sales from Jan 2010
22
2-slide build Note: We are introducing two new capabilities to improve how you target...
Merchandising
Life of a Great App on Android Market
Top Grossing Top Free & Top Paid Top New Free & Paid Top D evelop er Trending Developer Featuring Users Also Viewed Users Also Installed Personal Recommendation
Edito
rs C
hoice
Just In
Marketing More From Promotion Viral Marketing Respond to User Comment
What you can do...
24
Merchandising on Android Market
More real estate
top lists, cross-selling lists recommendations
Fresher, more relevant lists Advertising integration Recognition of great apps and developers
Editors Choice Top Developer
25
Monetization
Accelerating Revenue
GE JP UK
US
US
2010 Q1
2011 Q1
27
At Google I/O last year, users in 14 countries could purchase apps. Since then, weve been working hard to give you the broadest possible customer base, as Android grows to new countries Last fall, we expanded to 18 additional buyer countries and today Im pleased
More Buyers
Total buyers
60X
2009 Q1
2009 Q3
2010 Q1 2010 Q3 2011 Q1
28
At Google I/O last year, users in 14 countries could purchase apps. Since then, weve been working hard to give you the broadest possible customer base, as Android grows to new countries Last fall, we expanded to 18 additional buyer countries and today Im pleased
More Buyer Countries
Google I/O 2010: 14 buyer countries
29
At Google I/O last year, users in 14 countries could purchase apps. Since then, weve been working hard to give you the broadest possible customer base, as Android grows to new countries Last fall, we expanded to 18 additional buyer countries and today Im pleased
More Buyer Countries
Google I/O 2011: users in 131 countries can now purchase apps
30
At Google I/O last year, users in 14 countries could purchase apps. Since then, weve been working hard to give you the broadest possible customer base, as Android grows to new countries Last fall, we expanded to 18 additional buyer countries and today Im pleased
Direct Carrier Billing
A major carrier in US
CARD DCB
A major carrier in Asia
CARD DCB
31
This is an example of daily app purchases for a major Japanese carrier
In-App Billing
App (%) Revenue (%)
Launched 45 days ago 14% of average daily revenue App 30X
32
This is an example of daily app purchases for a major Japanese carrier
Some Final Thoughts
Drive Traffic to Your App in Android Market
Cross promotions
Advertising
Affiliates
Viral Marketing
On your own website; Link
to Market and/or Barcode
From within your apps via
Ad network campaigns Send to phone via
email, text, or barcode
Let other apps prompt
installation of your app
Make it easy to share your
app
deep-links back into Market
YouTube, blogosphere,
tweets, and so on
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Pricing: Free versus Paid
Free
Paid
Significantly more impressions and
installations of free vs. paid apps
Freemium model is very popular in
Android Market
Price it right, relative to your category Test price sensitivity and elasticity In-app payment
Free plus IAB is a strong revenue
generator
Free with ads Affiliate models
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Ways to Improve Ranking
Pre-launch:
Build a great app
Utilize platform features and navigation Optimize for supported screen sizes
Post-launch:
Market your product
Price promotions Cross-promote Advertise Affiliates
Dont
Launch prematurely Require excessive permissions Spam users Overprice relative to category
Build for broad distribution
Target as needed
Monitor user feedback, error reports Respond to user comments Provide timely, useful updates
Price relative to your category and region Explain required permissions Make it easy to rate and comment
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Thank you!
