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AN IV SF Amazon Keynote
- 4. Monthly Unique Visitors Avg. Daily Unique Visitors Avg. Visits per Active Global Customer Visitor per Accounts: (US): (US): Month (US): 180MM 85MM 5.2 1 2 2 10.6MM 2 Age Composition of Amazon Household Income of Amazon % of Amazon Shoppers Who have Unique Visitors2 Unique Visitors2 Made an Online Purchase2 9% 48% 34% 36% 39% 36% 33% 28% 21% 16% 0-18 18-34 35-44 45+ <$25K $25K-$75K $75K + <$50 $50-$200 $200+ Amount Spent Note: Active Customer Accounts are unique email addresses that have placed an order in the last 12 months Sources: 1. Amazon Investor Relations; 2. ComScore PlanMetrix June, 2012.
- 17. TinyCo Blog, Treat Android as a first-class citizen... it'll pay off!, April 19, 2012
- 22. • 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
- 29. Before After • 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
- 30. • 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
- 31. AWS IAP Maps GameCircle SDK for Android Offer digital Interactive maps Leaderboard allows developers content and with custom to easily and subscriptions overlays Achievements quickly build using Amazon’s connected mobile 1-Click Easy transition Whispersync applications using from Google AWS Maps
- 33. • Get started with apps on Amazon developer.amazon.com/welcome.html • Learn more: amazonappstoredev.com • Follow us: twitter.com/amznappstoredev • GameCircle feedback and requests: gamecircle-developers@amazon.com
- 44. • 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.
- 45. "Amazon's well-designed [In-App “The [GameCircle API] is a great way to keep Purchasing] API and rapid support allowed our fans engaged by offering them more us to help our enterprise publishing opportunities to play the game, and an customers be first on the Fire." intuitive platform to connect with new players.” Zeke Koch, Adobe Systems Keith Shepherd, Co-Founder of Imangi Studios "Implementing the Amazon Appstore for “Since we have had such success with Android In-App Purchasing solution was a Amazon, when GameCircle was piece of cake. We were able to turn it introduced, it was a no-brainer, we added it around and get it into internal testing within to our apps right away.” a few days' time." Sean Thompson, Mobile Deluxe Suli Ali, TinyCo
- 46. 35% 30% 25% 20% 15% 10% 5% 0% $0.99 $1.99 $2.99 $3.99 $4.99 $5.99 $6.99 $7.99 $8.99 $9.99 % of Total Assortment % of Item Units Ordered
- 47. 8 7 Avg. Orders-per-Customer 6 5 4 3 2 1 0 0 5 10 15 20 25 30 35 Number of IAP Items for Sale Note: Orders per customer was calculated using only those customers who have made an IAP purchase
- 48. IAP Purchases by Hour 0 24 48 72 96 120 144 168 192 216 240 264 288 312 Hours Since App Download
- 51. Jumptap: Android and iPhone now Hog 91% of Mobile OS Market Share, March 6, 2012
- 55. GameCircle IAP
- 56. GameCircle IAP
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- Amazon.com, Mobile, and Apps5 Steps to Delighting Customers and Marking MoneyMaking great contentCreating the first reason to buyRemoving purchase barriersMaintaining a relationshipBuilding a brandSuccess stories
- Amazon.com, Mobile, and Apps5 Steps to Delighting Customers and Marking MoneyMaking great contentCreating the first reason to buyRemoving purchase barriersMaintaining a relationshipBuilding a brandSuccess stories
- New assortment offers the best tablets at any priceKindle Fire HD 7“,with a stunning HD display ($199)Kindle Fire HD 8.9", with an ultra-high definition 8.9" screen ($299)Kindle Fire HD 8.9" 4G, with the most affordable 4G data plan in the world ($499)4G StatsGet 250MB a month for 12 months with a one-time payment of $49.99 - no monthly payments. If you need more data, 3GB and 5GB monthly plans are also available. $49.99 package also includes: 20GB of additional Cloud Drive storage for your photos and more, plus a $10 Amazon Appstore promotional credit Save hundreds of dollars in the first year compared to what you would pay for other tablets.
- When a customer clicks the app, we launch a real instance of the app on an AWS serverCustomers can interact with the app in real-time in their browser, using their mouse like a finger or their keyboardSend inputs in over the Internet and return outputs – all in real time - amazing
- Amazon.com, Mobile, and Apps5 Steps to Delighting Customers and Marking MoneyMaking great contentCreating the first reason to buyRemoving purchase barriersMaintaining a relationshipBuilding a brandSuccess stories
- (Step through the bullets)
- Amazon.com, Mobile, and Apps5 Steps to Delighting Customers and Marking MoneyMaking great contentCreating the first reason to buyRemoving purchase barriersMaintaining a relationshipBuilding a brandSuccess stories
- Utility-TouchDown by – very effective Exchange client - $19.99-OfficeSuite Pro by Mobile Systems – efficient document reader and editor - $14.99Value-Pandora – amazing music experience for free-Oceanhouse media books – cheaper and richer than paper booksDistinctive-Om Nom is distinctive character – people fall in love with-Draw Something – game around drawing; tapping inner artist (new genre)Relationship-PvZ – gradually adds complexity – early success and want more challenge-Temple run – same, Tutorial is excellent hook
- Utilize a tablet layout:UI layout – Graphics and controls should be laid out to minimize white space and maximize text, graphics, and controls for larger screen devices.Application controls, font, and button sizing – Font and button sizes should be larger than normal and application controls should have big enough touch targets for customers to use on a larger screen device.Take advantage of extra screen space- 7” and 8.9” screen size considerations – You have more options to provide additional content and functionality to users with larger screen sizes.Density independent UI design – Using density independent pixels to design your UI allows your app to run well on devices with different screen resolutions.
- Appropriate use of hardware & software capabilities4G LTE, location based services (LBS), camera / video, etc. – Use Kindle Fire specific hardware and software featuresNo phone capabilities – There is no phone so make sure that you’re app doesn’t have click to call functionalityHD assets – Use native resolution (HD) assets for a great customer experienceOrientation – Implementing orientation best practices will help your app work across devices with the experienceKindle Fire soft keys – Customers are use to Kindle Fire soft keys so make sure that your app is taking advantage of our back button, overflow menu, and full-screen modes.Fluidity & performanceCPU / GPU optimizations – Use our recommendations and optimize your app’s performance for our TI CPU and PowerVR GPUStart-up time – Minimize initialization of activities and resources to speed up application start time for customers.International considerationsLocalization – Offer languagespecific resources that can be dynamically loaded to customize your apps experience for international customers.
- IAPMapsGameCircleAWS
- Performance & Fluidity:HD graphics and high performanceUse of device accelerometerKindle Fire soft keys – full-screen mode
- Personalization
- Rich detail pages
- Customer reviews
- On this slide, pitchers can emphasize our 1-click purchase process and the fact that Kindle Fire devices purchased from Amazon are pre-registered. All Kindle Fire customers have a payment method on file.
- Uneven distribution of items across price rangesCustomers are willing to convert at higher price points
- Drive repeat engagementOnly a small percent of IAP revenue occurs on download dayTop developers see that just10% of sales are to customers whose last purchase occurred 5 or more days priorCreate reasons for customers to engage longerAlmost 50% of IAP purchases occur within 1 hour of the last purchase
- (Need some more data here or another point to make…)
- Note that this applies to paid apps, freemium apps, and subscription apps
- <Need some good examples here…would query the IAP team and vendor managers and games team for examples of apps that do these things really well…>
- Paid apps-Spider Man at $6.99 from Gameloft-Pac Man at $2.99 from NamcoFreemium-Pet shop story by Team Lava – extensive tutorial to get excited-Oregon Trail by Gameloft – extensive tutorial to get excitedSubscriptions-Wired by Conde nast-Parents Magazine by meredithRelationship-Scramble with Friends by Zynga-Tiny Village by Tiny Co.
- Use of leaderboards, achievements, and game syncUse In-app purchasing to allow customers to quickly buy digital goods.
- Use of leaderboards, achievements, and game syncUse In-app purchasing to allow customers to quickly buy digital goods.