Microsoft mentions neither the iPhone or the App Store when it discusses its upcoming mobile operating system. Yet it is obvious that the company has studied Apple's success closely.
Windows Phone 7 (WP7) is a distribution channel where Microsoft takes the best from the competitor's App Store, but they are also several steps further.
The company presented plans for Windows 7 Phone Market Place, heir
in connection with this week's MIX conference in Las Vegas, including in this blog post. For iPhone connoisseurs and developers, this is known characteristics:
Microsoft is introducing it gradually familiar 70/30-distribution, where developers get most of the turnover.
All software is transmitted through the mobile store for Microsoft. The Marketplace will be available from all WP7 phones. The shop is the only channel for downloading applications to mobile phones, but this is also available from PC's with Windows.
The Range is sorted into appropriate categories, as new applications, games, music, podcasts and the like. Separate tabs will present new content, it is most popular at the moment, and it is also a separate list based on editorial selection. Search is of course with.
Users can rate the programs they download, with comments and up to five stars.
The committee is presented with screen-shots of the program. Up to eight screen shots are available, so the user gets an impression of the functionality and appearance before the applications can be downloaded.
Pre-Grading
All offered in WP7 Marketplace must be approved by Microsoft. Such a rigid process, Apple has been criticized for, but Microsoft is pointing to the benefits; by examining the code, they can weed out malware / viruses, code errors and illegal content. Microsoft embraces what they describes as "good taste" in this context. This means that they will refuse pornographic, content, hate utterances or violence. Rules and regulations are posted on this page, but Microsoft says that they will update the criteria for approval in the future.
At the same breeder Microsoft shop concept, and comes with many opportunities missed, or should have missed the App Store:
It introduced an opportunity to try out the software before purchase. This is an option that is easily visible, but is therefore not required. This appears to be a big plus, as people will need to fill the store with two different versions - so many iPhone developers have to do today (one free "small" edition in addition to the payment option).
The payment system also raised further in relation to the current App Store. It is possible to purchase goods with both credit cards and money transfer over mobile bill. It opens the market for all users, not just those with credit cards. Not least, Microsoft provides here a helping hand to youth.
The shop is divided into categories, and that screen shot shows the user should easily spot upgrades.
It will also design improvements, again compared to the competition. Of the screens we see that Microsoft is preparing for a much more visual experience.
But yet it is long before WP7 will be available in mobile phones. Microsoft has stated that the launch will likely end of the year. Competitors, including Apple with the App Store, Android Marketplace, Nokia and BlackBerry have in other words, plenty of time to improve their software shops.
