Microsoft Seeks To Build On Apple's App Store Success

As Apple's App Store approaches its first birthday, Microsoft is hoping that its forthcoming Windows Mobile counterpart can create a similar frenzy of innovative mobile application development. But while Windows Marketplace For Mobile bears some similarities to the App Store, Microsoft insists that it's much more than just an attempt to copy Apple's success. In fact, Microsoft believes it can improve upon existing mobile application storefronts.

In an interview this week at Microsoft's Worldwide Partner Conference, Todd Brix, senior director of product management for Microsoft Mobile Services, said Microsoft has paid attention to what Apple and others have done in mobile application distribution and come up with an approach that best suits the needs of ISVs and Windows Mobile users.

Competing mobile application stores haven't always made their submission guidelines clear to developers, nor have they given end customers an easy way to return apps, Brix said. With Windows Marketplace For Mobile, Microsoft will focus on each of these areas in order to deliver a solid experience to developers and customers.

ISVs in particular have craved more transparency in the application certification process, and Microsoft has endeavored to make clear its guidelines for content that's acceptable and content that's prohibited, Brix said.

"In some marketplaces, developers spend months working on an application and then submit it, only to find that it fails, and they don't hear back why," said Brix. "We want to give people guidance on what it takes to get in and what's allowed and not allowed. This gives them an idea of what bar they need to pass before they invest the time and money in development."

For failed submissions, Microsoft will give the developer a detailed report showing where their application failed and what steps to take to fix it. "From a developer point of view, that's going to be pretty unique and we think it'll be pretty well received," Brix said.

Windows Marketplace For Mobile will give customers the ability to obtain refunds for purchases through a simple, self-service process. "If you buy an app you don't like, we'll give you 24 hours to return it for a refund, with no questions asked," Brix said. "With other mobile marketplaces, all sales are final and refunds involve some level of begging or pleading with customer service representatives."

Microsoft will begin taking Windows Marketplace For Mobile submissions on July 27. At that time, Microsoft will begin certifying the apps and queuing them up for delivery. When Windows Mobile 6.5 devices start arriving this fall, Microsoft will make the apps available to the public, according to Brix.

Windows Marketplace For Mobile is designed specifically for Windows Mobile 6.5 devices, but Microsoft will also offer a downloadable application for Windows Mobile 6.0 and 6.1 phones that will enable users to make purchases. That will expand the addressable market to about 30 million Windows Mobile 6.0 and 6.1 devices that are currently in use, Brix noted.

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