Google I/O 2012 - Android Apps in Google Play


Uploaded by GoogleDevelopers on 28.06.2012

Transcript:
>>> Ladies and gentlemen, good afternoon. Would you please welcome to the stage Chris
Yerga. [ Applause ]
>>Chris Yerga: Thank you very much. There's actually three of us on stage. So I'm joined
here with my partners in crime here, Ellie Powers, who's the lead program manager for
the Google Play -- we'll get into that later, and Miles Barr, who runs the engineering team.
So I want to talk to you today about Android Apps in Google Play.
So I'm the engineering director for the Google Play team. And it's my job to make sure that
every year, there's more and more opportunities for you as developers to build a successful
business selling your apps in the Play store. Now, I want to start by saying thank you.
Thank you for building incredible apps and games in the Play Store. Thank you for helping
the Google Play store and the Android platform become the fastest growing mobile platform
around, and thank you for delighting hundreds of millions of users with your products.
Mobile apps have gotten to this point where they've become intertwined in our lives in
a very meaningful way. And I had actually, you know, written this intro the other day,
and then just a few hours ago, I had an experience that really underlined it for me.
I was up on stage. I had the privilege to be part of the keynote this morning. And so
I talked a bit about Google Play and all the great stuff that we are launching today. And
then I had a moment when I had to step offstage when Hugo got to announce the Nexus 7 tablet.
So I was sitting on my chair on the side of the stage and listening to Hugo, and candidly,
we'd rehearsed that presentation numerous times before, so the content was a little
old to me. And all of a sudden I discovered, this wasn't even a conscious thing, I had
my phone in my hand. And what I was doing was I was playing a game that I had just downloaded.
So I had recently gone to Japan and got this insane game, I don't know if anyone is familiar
with it, called Mushroom Garden, where the game is, you grow mushrooms, it's exactly
what it says on the tin. There's really nothing more to it. But it's really oddly compelling.
Because you have to check back to see if you're getting these rare mushrooms. I was playing
this game and I thought, this is not a rational thing to be doing. Like, I'm in the middle
of this keynote presentation. There are 6,000 people in the room. And I'm playing this game.
But what it reminded me of is the fact that I think, you know, the best kind of entertainment
or the best kinds of products permeate your life in that way, where they just become a
part of your behavior, and it's almost like second thought.
And these applications, they're not just getting installed into our devices; they're becoming
a part of our lives and our daily existence. And that, combined with the astounding growth
of Android and the crazy numbers of Android activations, presents a huge opportunity for
you as developers. So today we're going to talk about what it
takes to grow your business. And in order to have a successful business, there's really,
you know, three things that you need. First is, obviously, you need customers. You need
people who are coming to your products. And then you need revenue. You need some means
of monetizing those customers and turning that into revenue for your business.
And the final thing that you need is data and insight into how your business is operating
so that you can optimize your business and the way that you're conducting things to sort
of create this virtuous cycle that will then folds back to the beginning to help you get
more customers and more revenue. We're going to be deep-diving into each one
of these areas a bit today. And let's start off talking about customers.
So in the Google Play team, we really -- we think about customers on sort of two axes.
So the first one is that, obviously, we want to be bringing in an ever-increasing number
of customers into the front door of the Google Play store. But on the other axis, we also
want to be driving ever-increasing engagement with these customers.
So what do I mean by that? So engagement means giving customers more
reasons to come to this store, more reasons to keep coming back, giving them a delightful
experience when they use the store and make a purchase so that they're happy, they become
regular customers and trusting in the Google Play store and are -- we create sort of a
lifelong relationship with them and value. And if you think about one of the primary
drivers of bringing an ever-increasing number of customers to the store certainly has to
be the astounding rate of Android device activations. As we talked about the keynote today, a year
ago, we were at 100 million devices. Now we're at 400 million total devices activated. I
mean, these are just crazy numbers. A million devices a day are being activated. That's
a device for every person in the City of San Francisco, where we're here today, every single
day. It's just crazy numbers. And each one of these users is basically a
potential customer of your apps and games. And the other most meaningful thing that we've
done in the last year is the release of the Google Play brand.
So to consumers, Google Play means all of your digital content, apps, games, music,
books, movies, and now magazines and TV, available across your devices and on the Web.
And so you might, you know, rightly ask yourself, well, so what does this mean to me as an application
developer? Well, by bringing all of these content types
together, we did so in a couple ways. The first is, we put everything under a single
brand, but we also brought all these content types together in a single store. And so the
more content types that we launch, the more reasons people have to come to the store,
the more reasons they have to come back. And one of the things that we've noticed is that
with each new content type that we launch, there's additional people who come to the
store and maybe even make their purchase, their first purchase, from one of these content
types. So, you know, certainly many people make their first purchase as an app or game.
But, you know, when we launched music or launched books, these people come in, they get over
that hump of making their first purchase and every time they come in the front door of
our store, we're merchandising the full swath of everything we have, including apps and
games, to them, you're getting an opportunity to put your products in front of these users.
And the more different types of content that our users are purchasing, the more engaged
a customer of ours they become. And so they have more and more reasons to
frequently come back to the store. And we create a deeper relationship with them.
Now, the other thing that's important about Google Play is that it's a Google-wide brand.
So by bringing all this stuff together, we have the opportunity to bring the full weight
of Google's resources behind the store in a couple different areas.
Promotions, marketing, driving customer awareness, et cetera. One simple but pretty concrete
example of this is the fact that we're now present in the universal navigation bar up
here that's at the top of all of Google's Web properties.
And so this not only gives users sort of a quick one-click access to the Google Play
store, but what we've also seen is that for many users, this is driving the first time
they've ever visited the Web Store. So, you know, we have a lot of people who
use the Device Store on a fairly regular basis. But this is driving awareness and giving them
yet another opportunity to come to the store, maybe when they're engaged with their desktop
computer or laptop rather than their mobile device.
The other thing that's important here is that by bringing all this content together into
sort of a single umbrella brand, it enables us to much more effectively do marketing and
promotion. So when we launched the Google Play brand, we did this promotion across all
the content types, with deeply discounted content, 25-cent apps. It was very successful
in not only driving increased app sales of the things that were on sale as well as, actually,
things that weren't part of the promotion, but also driving a higher rate of people making
their first purchase from the Google Play store.
And more recently, we've tried to do some, you know, more creative things. Last week,
we did this Play with Collectibles promotion, where we had a variety of in-game items that
were available in the Play Store for a limited time basis across a variety of different games.
And I think this is -- we're starting to see the first sort of creative different ways
that we're trying to experiment with marketing and promotions here.
You know, I can't really say too much about our future plans. But what I'll tell you is
this: Google Play is hugely important for Google. It's a very strategic thing for us.
We want to -- I mean, we have a great brand. We have amazing apps and games that you all
have built. I mean, if you think back to, you know, when I actually joined the team,
just under two years ago, like, the progress that we've made in terms of quality of apps
and games is just astounding. So we have something that's really special
and really strategically important to us. So we're going to shout it from the rooftops.
We're going to make a big splash about Google Play. Your grandparents are going to know
about it. Your friends on other platforms are going to know about it. And so we're going
to continue to do a lot more in terms of marketing and promotion to bring more people into the
store. So is that working?
Well, we announced some pretty great numbers today. 20 billion total app downloads in the
store. 1.5 billion apps being downloaded per month out of 600,000 apps. So, basically,
on any metric that we can measure, the store is continuing to grow at a very fast pace.
And the users who are driving that growth are increasingly global in nature. So Google
Play apps and games are available in 190 countries and territories. 132 of those support paid
applications. We continue to make investments there, trying to close that gap and offer
paid apps in new places where we can. But in terms of the global footprint of Android
users, we have 92% coverage. So 92% of those folks have access to paid apps.
And so I think, you know, one of the first takeaways for you all is just really thinking
about the global opportunity for Android Apps. In the Google Play store, you want to really
make sure that you're thinking about how to reach customers in a variety of different
geographies, a variety of different languages, to really take advantage of the full market
opportunity here. Now, we talked about an amazing number of
device activations. But not all devices are alike. And with the Nexus 7 tablet, what we
aspired to do was to produce a tablet that -- or an Android device maybe in the more
generic sense, that really sets the goalposts for what a device that contemplates Google
Play at its core could be. From the moment you turn on the tablet -- and
I think everyone here is going to be turning on a tablet pretty darned soon here; right?
So that's pretty awesome. I had nothing to do with it, but feel free to applaud.
The -- as soon as you turn it on, you're immediately, as soon as you come out of the setup wizard,
the very first thing you see is your content library.
And the other thing that we're doing here that's pretty novel is, when you activate
the device and create a Wallet account, you're given $25 in-store credit for the Google Play
store so that you can immediately go in and start buying things from the store. And the
intention here is to capture people at that magic moment. So you know how it is; right?
You get a new device. You're all amped about it, like, "Oh, this thing is really cool."
You want to install the latest game on it to show off your hardware. You want to trick
it out with live wallpaper and widgets and all that stuff. So we want to get people right
at that magic moment, give them a direct on ramp to the store, give them money to spend
to create those sort of habits so that they become a lifelong user.
I think the other thing that's important here is that we also preprovision content on this
device. So when you turn on your device and activate it, you know, you get a movie to
watch. You get some magazines and a book to read and things like that, so that you can
really understand what that experience is like, so that you're -- you know, you understand
the value, you're more willing to make a purchase when you get into the store.
So a variety of ways that we're bringing customers to the store and trying to deepen our engagement
with them to keep them coming back and giving them more reason to come.
The next bit of this, obviously, is revenue, so monetizing these customers.
And so in terms of revenue, we think of this in sort of two categories. So first is thinking
about it from the user point of view. We want to give users flexible ways to pay. And then
for you as developers, we want to give you flexible ways to monetize your applications.
From the user point of view, a few things we've done. So credit and debit cards clearly
continue to be a very popular way for people to buy apps.
With the new setup wizard that we've done in Jelly Bean, we've also made it easy for
users to create a Wallet account and set up a credit or debit card at that moment when
you're setting up the device and you're in that mode of, okay, I've got to configure
everything and get everything set up. So it reduces friction for people purchasing things
in the store afterwards. Obviously, credit cards aren't popular everywhere
in the world. So in order to address some other markets, we've also been aggressively
working on carrier billing as a means to give people a way to pay. And then, as I mentioned,
the Google Play Balance is yet another thing that we're rolling out.
For you as developers, certainly, you know, a variety of ways to monetize your apps and
ways that are increasing, you know, ad-funded and paid apps continue to be very popular
and viable ways to monetize your apps. In-app billing, been a huge success for us.
We'll be talking about that in some greater detail. But subscriptions is kind of like
-- the way I think of subscriptions is sort of like the next wave of in-app billing. It's
an opportunity to create a recurring revenue relationship with your customers. Business
models. So you're going to hear this, I'm going to
say this time and time again. We're going to talk about international. International
markets really is where a lot of the growth is happening, and international markets are
key to revenue growth. So fully two-thirds of Google Play revenue
is coming from outside the U.S. And, now, the United States remains the largest single
country where Android devices are being activated on a daily basis. However, in aggregate, there's
more devices being activated outside the U.S. on a daily basis than inside.
And you can look here. We've listed some of the top markets for paid apps. And even when
you just limit this to the top five, you're already spanning the Americas, Europe, and
Asia. So really want to be thinking about international
for monetizing your apps. And I want to start off here and talk a little
bit about an international success story. So between April of 2011 and April of this
year, revenue in Japan and Korea increased 14X. 14 times. That's crazy growth.
Now, what happened during that period of time that accounts for this? Well, certainly, we
activated quite a lot of Android devices in those regions during that time. So that's
responsible for some of it. And certainly there was a lot of, you know, really compelling
apps that were built and released. But what really made this happen is this almost magic
combination of direct carrier billing and in-app billing. So we're going to talk a little
bit about how that works. So in Japan and Korea, you know, credit cards
aren't necessarily, you know, the predominant way that people are used to buying things.
And, you know, actually, I should go further than that and say that people actually expect
to be able to purchase things using their phone in these regions.
And so we've really aggressively gone after carrier billing deployments to enable that.
And we've gotten to a point now where I'm very happy to say that in Korea and Japan,
full 90% of users are on a mobile network that offers carrier billing with Google Play.
Now, this isn't, you know, a phenomenon that's limited to Asia.
Actually, everywhere that we've deployed carrier billing, Europe and the United States, et
cetera, it's been wildly popular. It's just such a frictionless way to purchase things.
It's actually the way that I actually purchase content myself.
So worldwide, globally, fully 73% of Google Play app purchases are made with carrier billing
when it's available. So if it's available to users, they predominantly choose that as
a form of payment. We've made some pretty significant investments
in carrier billing this year, launched with a number of new carriers across a number of
countries. And you can see the list of countries it's available here. We're going to continue
to really aggressively push this. Google Play is the largest Appstore that supports
direct carrier billing. And we see it as one of the huge growth prospects for bringing
more revenue to the store. So carrier billing launching in Japan and
Korea. As part of that success story, every time we would deploy a new carrier in those
regions, we would see giant jumps in revenue, so there was this built-up, pent-up demand
there that we were unlocking with each of these launches.
But then the other thing that turned out to be super popular in these regions was freemium
business model games that leveraged in-app purchases.
So in-app purchasing has been a huge breakout success for Google Play, both for developers,
and users have really embraced it as well. The thing that I really like about in-app
purchasing is, it's one of these things where it's kind of like a fundamental enabling piece
of infrastructure; right? So we give you guys this relatively simple API. What it allows
you to do is to, you know, make direct charges from within your apps to users. But you've
taken that and used it in some incredibly creative ways to figure out a wide variety
of different ways to monetize your apps. So, you know, there's the tried and true things,
like, you know, in-app currency or, you know, collectibles or items in games, or maybe unlocking,
you know, premium features in an application, et cetera.
But we've also seen some other really creative things, like people do time-limited offers.
I think one developer did this thing where you download the free game and, like, within
the first 15 or 30 minutes, like, long enough that the user understands what the game play
is and probably has a pretty good sense of what the value of the game is, they offer
them a discount. Like, you can unlock the game this one time for a discounted rate.
We've seen a lot of various creative applications of in-app purchasing.
One specific case study here is from TinyCo. They implemented our in-app billing API. And
they also did something else that's really important here, which is timely and kind of
frequent content updates; right? So you're not only selling things to your users, but
by keeping the content fresh, you give your users more reason to keep coming back to your
game and more things to purchase, once again, sort of deepening your engagement with those
users. They implemented virtual currency in their
app via in-app billing. And in their own words here from Suli Ali, the CEO, they said, "Google
Play has the highest average revenue per paying user of all app stores. This and other Android
metrics make us" -- once again, their words -- "Android zealots," which we obviously love
to hear. So that's in-app billing. That kind of brings
us to today. And so, as I say, the next wave of this is
subscriptions. So the point I want to get across to you here
is to think broadly about what subscriptions can mean for you.
It would be kind of easy to fall into a trap and say, well, subscriptions, that's for,
like, maybe a newspaper or a comic book app or something where there's some periodic timed
content that's coming through. But you should really think broadly about what recurring
value you can deliver to users that they would be willing to pay and engage in a subscription
with you for. If you think about it this way: Every in-app
conversion you do, right, that's this opportunity you get where the user has said, okay, I'm
really enjoying this experience. There's some value here I'm willing to pay for. If you
could convert that instant into a recurring revenue opportunity with that user, you're
more deeply engaged with that user, you have, you know, not only a relationship with them,
but an ongoing revenue stream, that's a very powerful thing.
So as an example of maybe some, you know, broad ways to think about subscriptions, one
of our launch partners is Glu. And they've used subscriptions in an interesting way.
They implement this thing you can see up here that's, like, these VIP gold and silver packages.
What that does is it -- it gives you Glu credits that you can spends in the game and some other
premium features. But the interesting thing is that it does that across a portfolio of
their games. So no matter what game you purchase the subscription for, you get the benefits
of that subscription across a suite of their different games. And so the cool thing about
that is, now you're kind of building this relationship with a user where they're kind
of invested in your games; right? And so maybe they're going to try other games or other
applications that you have where they might not have otherwise done so.
The CEO of Glu has this to say, that their subscriptions-based VIP club continues to
grow in popularity as gamers take advantage of significant bonus value and the easy sign-up
process offered on Google Play. So think hard about how you can make subscriptions
work for you in creative ways as well. So the last portion of this segment is optimization.
Optimization is all about getting insight into your business, understanding, you know,
metrics and analysis so that you have some sort of hard data to figure out how to optimize
things, and also optimizing delivery and distribution of your applications.
So the first thing we've done here is, we've actually put a considerable amount of work
into the Google Play developer console. We've really -- we've revamped all the statistics
and Analytics and reporting stuff over the past year. So you can now get installation
data for a variety of metrics, broken down across a number of dimensions.
So, for example, you can look at your user installs and slice and dice it by geography
or carrier or version of the Android platform that these devices are running, et cetera.
We've got nice, you know, reports and visualization stuff here in the developer console. And you
can also export the data to use as you see fit offline.
So that's very useful in terms of, like, analyzing your acquisition funnel; right? Figuring out
people are getting your games, how they're downloading it, where they're coming from,
what geographies they're popular in, might also be kind of a useful early indicator to
figure out what international languages you should target for localization.
But what about once they're actually in your application? Then what happens?
And so Google Analytics is the bit that answers these questions. You can integrate with Google
Analytics and answer questions like how frequently are users running my app? Are they running
it once a week or ten times a day? What are they doing when they're inside the application?
What features are they using or not using? Or even more interesting, users that end up
performing in-app purchases, what are their behavior patterns, how did they get to the
in-app purchase completion? Et cetera. If you haven't yet integrated with Google
Analytics, you're missing a pretty good opportunity to get some really detailed insights into
how your application is performing. If you're interested, they have an SDK for
Android, makes it fairly straightforward to integrate with. And there's a deep-dive session
that the Analytics team is running elsewhere at I/O.
So we're also bringing insights and metrics for some of the other services that surround
Google Play. So we announced Google Cloud Messaging today.
This is the expansion of the Android cloud to device message and adds new features and
is now out of beta and complete open and free, with no quota, for all developers.
And we've integrated statistics and analytics from Google Cloud Messaging directly into
the Google Play developer console. So you can see messages about how many metrics are
being sent and once again slice and dice this across different things like carrier or, you
know, geography, things of this nature. Now, with all these additional features coming
to the Google Play dev console, chances are that if you have an organization of any size,
there's probably going to be multiple people in that organization that want to have access
to it. So we've added a feature called multiple user accounts that allows you to invite other
people to view your developer console. You can also set some access controls to control
who can see the financial and sales information versus just administer the apps and things
like that: As administrator, you can add and remove access, et cetera.
The next part gets to distributing your applications. >>Chris Yerga: With all these additional features
coming to the Google Play def console, chances are if you have an organization of any size,
there's going to be multiple people in that organization that want to have access to it.
We added a feature called multiple user accounts that allows you to invite other people to
view your Google Play developer console. You can set access controls to control who can
see the financial and sales information versus just administer the apps, and things like
that, you can, as administrator, you can add and remove access, et cetera. Next part gets
to distributing your applications, so we have done a variety of things to help here. APK
expansion files being one of the more recent ones. Prior to APK expansion files, you will
remember, there's a limit of 50 megabytes for an APK and with increasing screen sizes
and pixel densities, for graphically rich games, it simply wasn't enough, and so a lot
of developers had to implement their own secondary download system. With APK expansion files,
we now take care of that for you. So you can add up to two gigabyte expansion files. We
not only host and deliver those files for you, which means that you don't have to -- you
have to neither invest the engineering resources to implement that nor incur the cost of hosting
and bandwidth to distribute them, but it also gives a much more integrated experience for
users. So we have a case study here from Glu, before APK expansion file support came to
Google Play, they were losing customers where they downloaded the APK but hasn't completed
the secondary download. What that turns into is dissatisfied customers. Download the app,
you want to play, now I have this secondary download. With APK expansion files, those
customers are more satisfied and Glu is happy, too, because we are paying for the downloads
and hosting and they have closed the gap on their conversion rate to 96% from the previous
stats. The other thing we announced today is smart
app updates. Pretty simple, right? Instead of downloading an entire APK, download a patch
file. We do all the work behind the scenes for you. You really simply don't have to do
anything except upload an updated version of your APK. Users download just the changes
and on average, from the analysis we've done, they tend to be about a third the size of
a full app update. We also heard that you wanted to engage more
deeply with your users. Reviews is an excellent way to do that. So we started the rollout
of this new feature called developer replay to review. Developer reply to review, you
will be able to actually respond to a review in a way that shows up right there on Google
Play and also you can engage with users that they get an email notification and it's a
great way to not only kind of close the loop on feedback, like maybe users having problems,
you want additional information for them, et cetera. We're initially rolling this out
to our top developer group and we will be expanding this in the future.
The final thing here is the all new, developer.android.com. A broader look at what it means to develop
an Android app. It's beyond engineering. There's design resources there and we also talk about
distribution and other aspects of having a successful app business. Whether you are a
brand new developer starting out and you want to get a jump-start at look at the free training
or maybe even an experienced developer wanting to learn more about the newest APIs that are
being released, developer.android.com is the place to go for that.
We put a fair amount of investment into the Google Play def console over the past year.
We have seen some of the things today. We feel like we can do a heck of a lot better
with it. And what I'd like to do now is invite up two people who have already made it better,
Ellie and Miles are going to give you a demo right now.
[ Applause ] >>Ellie Powers: Hi everyone, I'm Ellie Powers.
I'm the product manager for Google app developers and Google Play.
>>Miles Barr: I'm Miles Barr, interior manager for Google Play and developers also.
>>Ellie Powers: As Chris mentioned, all of you Android apps developers have already loaded
600,000 apps into Google Play. That is astounding. Thank you for that very much. Now that your
businesses are really growing, 20 billion downloads, you're going to need a lot better
tools to run your businesses properly. So we started talking to Android apps developers
everywhere. Big businesses, small businesses. We said, tell us, what are your biggest pain
points? What we heard was basically two major things. First of all, app publisher in the
developer console was not as smooth as it should be. Not even close. And secondly, with
a real modern e-commerce business, you need much, much better tools that give you not
just data about your users but real insight into your businesses. So one developer we
spoke to said, we use this site so much, it's so critical to our business. Do we use it
every day? Not just that. We are actually in the tool all day every day constantly tweaking
our offerings. So with that, we said, we could fix a few things here and there, make small
improvements. But that wasn't going to work. No way. We went completely back to the drawing
board and we said, let's revamp app publishing completely and let's build a real foundation
that can become the future of what we want to offer Android apps developers and Google
Play to manage their businesses. We are happy to announce today that the Google Play developer
console, brand new one, is in limited beta. We would love to have you check it out very
soon and let us know what you think. Your feedback is really crucial to making sure
that it really fits the way your business runs. So let's have a look at it. Miles. All
right, so there it is. There's really not much to see at first because we don't have
any apps yet. But you will immediately notice that we have a brand new look and feel. It's
a lot easier to see where you are in the site and it's a lot easier to navigate anywhere
that you need to go. So to show you the brand new app publishing experience, what would
make more sense than to actually publish a brand new app into Google Play right now from
the stage at I/O. Let's do that. Okay. So we wrote a simple little app. It's
called the Handy Developer Guide, we are going to publish it today. One of key things you
told us, when you are publishing a new app, you need to be able to do it piece by piece.
Sometimes you have the APK but you don't have the text. Other times, you might have some
of the graphics ready but not the APK. Don't worry. That's not going to be a problem anymore.
You can get started with whatever you have. [ Applause ]
>>Ellie Powers: Thank you. We really want to take your feedback. Seriously, guys. Okay,
so here today we do have an APK on hand. I wrote it my very self. It's not the best one,
but it's great for our demo. So Miles is going to go ahead and upload it. The developer guide.
There we go. So once this is done up uploading, we will be able to review key details of this
app. Things like what API level is it using? How many languages does it support? What screen
resolutions and so on. So let's give it a good look to make sure we have gotten everything
right. I think that looks pretty good. There's definitely a lot of devices supported, so
I'm happy with that. Another big piece of feedback that we heard was, well, this form,
it's this big form and I really can't tell where I am. Is my app published? Is it not?
What parts do I still have left to do? It was confusing, really. So we tried to fix
all that. At any point you can look in the upper right-hand corner of the screen. You
can clearly see that this is in a draft state; it has not been published yet. If we are not
sure what we still need to do, we can click there at any time and it will give us a list
of this is what you need to do to publish your app. We can see from the check mark that
this APK is totally fine, we're all set. It's time to move on to the store listing.
Okay. So Miles is going to enter the description of this little app. It doesn't do very much,
so it shouldn't take him too long. One important thing that Chris mentioned is all of the international
growth. It is huge. It is really astounding. It's really a priority to make sure that each
one of your businesses no matter where in the world you are based that you are able
to reach users all over the world. Users who speak many different languages, users you
have never met before, your business should be able to expand to them. Two-thirds of the
revenue is outside the country of the U.S. and your businesses should be as well.
So we recently just launched the Play store on the web no an additional 22 languages.
You may recognize many of them. Everything from UK English all the way down to, you know,
other ones like -- what else did we launch. I think we launched Zulu. So for our little
demo today, we will add Korean. Chris made a great case study for that 14X growth. Miles
is going to go ahead and add a translation in Korean. Okay. Let's put Handy Developer
Guide in Korean. >>Miles Barr: One problem, I don't speak Korean.
>>Ellie Powers: Me neither. What should we do?
>>Miles Barr: Let's get rid of Korean and rely on the auto translate feature.
>>Ellie Powers: That's a great idea. One of the thing we heard from users is, I may not
speak a language where a certain developer has provided human translation already but
I still want to learn with that app. With Google, we have Google translate, how can
we put that work for you and your users? What will happen will automatic translations a
user who goes to the play store will be able to see either the original language that you've
provided or an automated translation in their native language. And to keep this updated
properly, you don't have to do anything at all. The automated translates updates any
time you update your translation. Okay. So until Miles or I finish our Korean lessons,
we will let automated translation do its job. Let's move on to the fun part. Screen shots.
We will do the minimum. Two screen shots of the app, and this is really not the best practice.
Yes. As you can see here we have a great graphic designer who has made us fantastic graphics
to promote the app. Now, if this were a real app that we would have great success on, we
need to do a couple things. We could have a screen shot of the app running on the new
Nexus 7 tablet. That would be fantastics, especially if it has tablet-specific features.
A user can see, yes, if I download this on to my tablet, if I install it, maybe I'm willing
to pay even a little bit more because I know that the tablet version is going to be so
great. Another real important thing I want to mention here is the feature graphic. So
when you make your store listing on the web, the main center point of it is the feature
graphic. It's the big banner that users see when they go there. You definitely want to
have it there. If our editorial team is looking to feature your app, a feature graphic is
absolutely a must have. So okay, Miles, are we all set there? Okay, one more thing that
a lot of top developers mention to us, they said, okay, how do I take my lesson to the
next level of professionalism. I actually need a video. Especially if you're working
on a really novel app that doing something interesting and different. Nothing like a
video explains to a users, hey, when you get the app on your phone, do this, here's why
it's cool, here's how you use it, it's really fun, definitely recommend your video there
as well. So it's pretty clear at this point that one
of the key things is the better that you can communicate with your users about the value
of your app, the better off you're going to be. So along that theme, earlier this year
we introduced privacy policy URLs. So for the past couple months, you have been able
to go into the developer console and enter a privacy policy URL for each app you have
should you wish to do so. As of today, users browsing Google Play, the privacy policy URLs
will be visible. This is a great way to evaluate your apps in Google Play.
Looks like we are at the bottom of the page. We will scroll up. We are going to save. Okay.
So our last step is going to be pricing and distribution. This is a simple app. We are
going to make it available for free. I wouldn't pay for it. Distribute it everywhere. We are
also going to agree to the policies. Definitely have a look through these if you haven't done
so recently just to make sure that you are aware of how the rules go. Okay, how are we
doing? Wow, ready to publish. That's cool. >>Miles Barr: Let's publish this.
>>Ellie Powers: Okay. We will do it. So this is a real thing happening. We are actually
sending our app off into the Google Play store. After we do this, you will really be able
to download your app on your very own phone and tablet, try it out, have a look, and there
we go. >>Miles Barr: Actually, Ellie, I think I uploaded
the wrong APK. >>Ellie Powers: Are you serious? Come on,
we are on stage. All right, are we going to fix this?
>>Miles Barr: Let's upload the proper version. >>Ellie Powers: So Miles is going to upload
this new version. All right. Let's have a look. We are actually going to see the cool
comparison right now. >>Miles Barr: Hang on, 23 devices have been
removed. >>Ellie Powers: Why is that? That's not good.
>>Miles Barr: Bluetooth? Why does a set of links need Bluetooth.
>>Ellie Powers: I must have pasted that into the wrong app when I was updating my app this
morning. This app is a obviously bad version. >>Miles Barr: Let's get rid of it then.
>>Ellie Powers: We have heard from developers that that has happened, with the new comparisons
tool, we will make sure that you never do an oopsy update again. Here we go, we have
published our app, waiting it to show up in the store, let's look at some stats from an
existing app that we have. So a lot of you said that the current developer console is
too slow. Does anyone have a lot of apps? A hundred or maybe a thousand or ten thousand.
It gets really slow. With the new search box, you can jump exactly to the one that you want
and the whole site runs a lot faster. As Chris mentioned, we update the statistics this year.
You can see a lot of great data about your user installs, upgrades, everything likes
that. You can break it down by these six dimensions, export it, do more analysis. It's really handy.
So most of you are probably familiar with this already. Okay, let's have a look at the
reviews. Here's what it looks like in the new site. Earlier this year we introduced
the ability to see your app version, your device and the language from each of the reviews
that users are leaving. I like to use this all the time to understand who are these people
giving me one star? What do they have in common and how can I try to make them a bit happier.
Okay. And if Miles and I were top developers, which we are not, we would be able to reply
to users reviews. We want to roll that out to more developers in the future, as well.
All right, so that's it. That's the new developer console.
[ Applause ] >>Ellie Powers: We've had a fantastic team
of designers, engineers, testers, localization people, everyone working together to really
bring this to you to make it a core part of your business. We are really going to love
to hear your feedback as soon as possible. Soon we will be recruiting for more developers
to try it out, be among the first to see it. If you'd like to be in the next group, we
will be soon making a link available in the developer console where you will be able to
sign up. Please do check it out. Let us know what you think, and we really do care. Thank
you so much for all you've done to make Google Play great and we really look forward to bringing
you even more over the next year. Thank you. >>Miles Barr: Thank you everyone. Back to
you, Chris. >>Chris Yerga: Thank you Ellie and Miles.
So I want to do one other brief demo here for you. So just over a year ago we launched
the web version of then Android Market now Google Play and one of the novel features
we had at that time was this -- the ability to purchase an app directly from the web site
and have it install directly to your device. Since that time when we pulled all the content
together on Google Play, we have added the section at the top where you can get to your
library so you can see all your music and your books and now your magazines and TV as
well. As part of that, we've also revamped the way that you can go in and take a look
at all of your Android apps that are installed across the variety of devices. And that last
point is actually very important because Android is now getting to a point where users are
more frequently have multiple devices. They might have a phone and a tablet or multiple
phones, et cetera. And so now with the new my applications section here, you can actually
go across and look at the apps that have been installed on a variety of your devices and
you also get a view into the apps that are in your library that haven't yet been installed.
Think about the scenario where a user has purchased one of your applications, gets a
second device right, there's that kind of awkward period where you've got to -- I have
to install the apps and go through and figure out what things I like. It's really easy,
particularly for someone like me who has been on Android for quite a while and has amassed
quite a number of apps in their library, to quickly go through here and install those
apps to their new devices. You can also delete applications from your device and we think
it's a great way for users to basically get all of their app story pulled together through
the power of the Cloud much like the rest of our content.
If we could switch back to the slides now. We're going to take things out here with five
top tips for 2012. So things that I would recommend that you spend energy on if you
haven't yet. And the first thing we want to start with is this notion of focus on the
user. Usability, design, user feedback. At the end of the day, obviously, the -- you
know, the goal here is delight your users and have them have an excellent product experience.
And I think users' expectations for Mobile applications have gotten fairly high, right?
I mean, as everybody is sort of raising their game in terms of user experience and app development.
And so I think there's a couple things that are worthy to mention here. The first is really
making benefit of user reviews. You want to aim to have a great app with great design,
great usability that users are going to rate highly for a couple reasons. One is high ratings
in the Google Play store is every racer who rates your app highly is promoting your application
to others who come through the store and it's an opportunity for you to close those conversions.
Also reviews are a great way to get feedback about issues you might be having in your applications.
I wanted to talk a little bit about what we mean when we say focus on the user from a
case study here from this app called Pocket. Pocket's a cool app that lets you basically
clip content from the web or videos or blogs or things like that and all bring them together
in a single, unified reading experience. And what Pocket did is they've built their application
from the ground up on Android. So they make use of the Android framework owes share intent
so that you can add share intent to the Pocket application from all of other Android apps,
they also use a cloud-to-device messaging and you can clip from the web and send a notification
to the Pocket web running on the Android device, basically everything to have that sort of
unique Android experience. And I think when they first started off and this is probably
true for a number of developers early on it wasn't really apparent like what the best
practices for Android apps should look like. Now with the release of our Android UX guidelines
and design guidelines, we make that much easier. So I'd encourage you to take a look at the
UX and design guidelines and there's a few other things you could consider doing here.
Do beta tests. Reach out to users, maybe have a usability study of your application. Think
hard about all the things you can do to deliver a compelling experience to your users.
so the next thing, obviously, we've been talking a lot about is localization. Think about what
are the different regions that I want to take my app to and think about the global marketplace
that's available there and how you can reach it. Maybe you start with just localizing your
Google Play store listing or maybe eventually engage with a professional translation firm
or take advantage of the auto translation feature that we heard about. Now, localization
is -- takes many forms. One case study we want to talk about here is Foursquare. So
Foursquare, as you know, it's a local app where people can check in at various venues,
et cetera, and one thing that they noticed is that they started to have growth outside
of the U.S. in an interesting way. They had users that were actually helping to build
out their location database for them predominantly started with native English-speakers who were
abroad, but by building out their location database for them, these users were really
helping them grow and provide a compelling experience to users outside of the U.S. So
they invent advised that by giving batchers to these super users to encourage this behavior.
They did anales to the places where the greatest amount of activity was happening and then
they then localized their application into a dozen languages to target those different
markets. And the result of that is now fully 50% of their user base is now outside of the
U.S. So that's a way for you to think about ways to sort of get your app available into
different markets. the third thing to tab here is making your
app look great on tablets, a lot of Android tablets are going to be sold this year particularly
around the holiday season and we think that we've just released a killer one with the
Nexus 7. So, you know, tablet users don't just want an exploded-up version of a phone
application so think about how you can make your applications tablet-optimized and deliver
a really compelling experience on tablets. A case study I want to get in here is from
mint.com who I think really did an excellent job of this. So what Mint does -- they use
the Android fragments APIs fairly -- fairly extensively, they have an application that
adapts itself dynamically to phones and tablets, they've done, actually both seven-inch and
10-inch optimized versions of their application on tablets. And using the fragments API it
actually -- adapting their 10-inch tablet layout to support seven-inch tablets, something
they got done in under a week. The other thing they noticed, however, is
that the usage patterns of their applications varied significantly between phones and tablets.
So what Mint saw is that on phones they would see kind of peak usage around midday, maybe
around lunchtime or something like that but the duration of those sessions were fairly
short. People would make just go in and check their bills or check their balances or something
like that but tablet users would peak much later in the day, in the evening time or after
dinner, and those sessions lasted much longer and those users were much more engaged with
their devices. And so the way Mint put that information to use for them is in their tablet
versions of their applications they actually added new features there that aren't present
on the phone to enable users to engage with their budget and do more things in the mode
where they're kind of willing to more deeply engage there. So the other thing that you
could do here is actually Mint added tablet screen shots to the play store to promote
the fact that they have this sort of premium experience on tablets. So think hard about
how to reach tablet users and the things that you can do to deliver and experience to them
that really leverages, you know, the capabilities of their device rather than giving them just
a translated phone experience. number four here is revenue model. You know,
think creatively and figure out what's the best revenue model for my application. As
we've talked about a couple times here, there's a variety of different models here. You know,
if you look at the sort of top grossing charts in the Google Play store, a lot of those apps
are Freemium apps, right, free apps that sell in-app purchases, but not all of them are.
So, you know, there's no sort of one-size-fits-all model for success. So maybe if you haven't
considered this in a while, it's time to think if there's a different way to monetize your
apps. An example here is from the folks at Cellfish
C-E-L-L-fish, see what they did there? And they sell these live wallpapers and they license
things from movies and sports teams and things like that. And when they started out, they
had a paid app version of their live wallpaper that they sold, but they decided to try a
different tack and so what they did is they offered a free version of their app that only
offered some sort of generic NFL branding and then, from within the application they
enabled people to purchase, you know, custom versions for their favorite sports teams and
things like that. They also went a step further and they offered packages. So you could maybe
get the live wallpaper as well as a ring tone or theme or something else as a bundle. It's
like, well, just another dollar more for the upsell and you get this package deal and they've
had great success with this model. The other thing that they did which is something that
we've mentioned earlier as well is keeping their content fresh. So they've done like
seasonal customizations, you know, around the holiday times and things like that. And
when the Giants won the Super Bowl, they actually had confetti flying in the live wallpaper
just a few minutes after the end of the game So, you know, think about how inapp or something
like subscriptions work for your application and figure out if there's some creative ways
you could reconsider your business models if you haven't really given that a look in
a while so the final thing we want to talk about today
in terms of our tips is investing in analytics and marketing. We talked a lot about, you
know, Google analytics and the insight it gives you and once you've made the investment
to build a really compelling application experience, you know, you want to like tell the world
about it. You want to invest in marketing and promotion to get it out there. And you
can think creatively there's a variety of different ways to do that. So I want to talk
here about a case study with Smule, so their marketing is not terribly traditional. They
make these really cool apps like Magic Piano and Songify that use your phone in creative
ways that are musical in nature. So because their apps are so musical, video is a really
effective way for them to get their point across. And so it turns out that, you know,
they get a lot of engagement from video ads as well as YouTube channels. They partnered
with some of these YouTube superstars to focus on use either their products in their videos
or do videos about using their products and they found some interesting thing, when they
combined that marketing and promotion with analytics, what they saw was that users who
inquired the app through this Jimmy Wong video on YouTube, once they actually had the app
were twice as engaged with the app and used it a lot more than a other users. And when
they took a look at this, they found that the reason was that in the video, it was actually
very good at explaining how to use the application and so they got a whole 'nother level of insight
there on not only how am I doing a conversion, how am I getting a customer to acquire my
application, but how am I also using these channels to get customers who are more engaged
with my app and actually have a better understanding of the value that they're getting as well.
In summary, focus on the user, localize your apps, make it look great on tablets, find
your revenue model, use any of the variety of ways to monetize your app and make sure
that you invest in analytics and marketing. Before we close out today, I want to give
a little bit of a shout out to some other sessions that are coming up. We only had a
little bit of time here so we weren't able to really deep dive into some of these topics
but there will be there's going to be folks here in this very same room coming up next
that are going to do that. I believe the next session is going to deep dive on Android app
monetization and then there's going to be a session on marketing and promoting your
apps in Google Play. So with that, I started with a thank you, I'll end with a thank you.
Thank you very much for your attention and your very hard work.
[ Applause ]