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Clint EdmonsonSenior Developer Evangelisthttp://www.notsotrivial.net

Windows Phone

A different kind of phone

Designed for life in motion

So you can build integrated experiences and profit from

it

Metro

Start

Glance & Go

Get Me There

DEMO: Lap around Metro

Every app appears in App listPin a favorite app to StartLive tiles offer a unique way to connect with your customersProvide dynamic information about your app, game, business or other products

Drive Consumer Connection

Integrated Experiences

PEOPLE OFFICE

MARKETPLACE

PICTURES MUSIC+VIDEO

GAMES

Weather

PersonalWeather surfaced on the live tile in Start

RelevantWeather updated based on your location

ConnectedWeather for your contacts

DEMO: Application Styles

Standardized Hardware Foundation

Capacitive touch4 or more contact points

SensorsA-GPS, Accelerometer, Compass, Light, Proximity

Camera5 mega pixels or more, flash required, camera button required

MultimediaCommon detailed specs, Codec acceleration

Memory256MB RAM or more, 8GB Flash or more

GPUDirectX 9 acceleration

CPUARMv7 Cortex/Scorpion 1GHz or better

800

WV

GA

/ 4

80 H

VG

A

480 WVGA / 320 HVGA

Hardware buttons | Back, Start, Search

Hardware Implications

Hardware Buttons

Optional landscape keyboards

Design for one hand usage wherever possible

Two Flavors of Applications

High performance game framework

Rapid creation of multi-screen

2D and 3D games Rich content pipeline Mature, robust, widely

adopted technology spanning Xbox 360, Windows, and Zune

Modern event-driven application UI framework

Rapid creation of visually stunning apps

Metro-themed UI controls

Similar to HTML/JavaScript 500,000 developers

spanning Windows and web

Common CapabilitiesInput• Touch• Hardware buttons• Accelerometer

Media• Digital media capture & playback• Media library access

Data• Isolated Storage• LINQ (Objects and XML)

.NET

• Superset of Silverlight 3.0• Windows Communication Foundation

• SOAP, REST, OData services

Phone Access• Integrated access to phone UI• Sensors• Picker for contacts and photos

Integrated With Cloud Services• App Deployment & Updates• Notifications• Location• Xbox LIVE

OS Integration• Hub Integration• Launchers• Choosers

The Marketplace

DEMO: Marketplace

Browse, Filter, Search & Discover

Promotion & DiscoverabilityDaily promotion drives high

visibility for the best apps and games

Smart multi-variable algorithmic ranking for popular and new

Browse the catalog and discover new content

Informed Purchase Decisions

Try and buyDetailed product descriptionScreen shotsReviews & ratingsRelated appsOptional game content ratingMore apps by developer

Manage App & Game Updates Notifications of app

updates on the Marketplace hub

Update all apps at once or view the update details of a single app or game

Choose to update a single app or game

View the details of a specific update

Special Guest StarsKarmak, Inc.

Mobile Advertising SDK for Windows Phone 7

26

See What’s Working

123

With the world’s first real-time bidded Mobile Ad Exchange – leveraging superior ad targeting, multiple purchase models and leading resellers including Microsoft’s sales force and large-scale adCenter marketplaceMicrosoft’s simple ad controls, self serve developer sign-up, reporting and automated payouts ensure a seamless ad monetization experience for developers

Actionable reporting help developers optimize for best user experience and advertising yield

Make More Money

Quick and Hassle Free

27

Targeting Demo, Category, Carrier and Location

TermsMarket Competitive Revenue Share

Ad Types Text and Image Units Ad Actions

Click to Call, Click to WebReporting

Revenue, Inventory, Clicks, CPM, STR

Mobile Advertising SDK for Windows Phone 7 Capabilities

Ad Sales

Microsoft & Yahoo Contextual AdvertisingThird Party Ad Networks

The Advertising Opportunity

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ACTION-ORIENTED ADVERTISING

get coupons, download apps, watch video view business locations on map

LOCATION AWARE

Drive brand awareness &engagement - ad based, paid or freemium apps

Advertising opportunities based on user location and

context

TARGETED TO DESIRED USER DEMOGRAPHICS

Segments include age & gender

Advertising in apps targeted to desired user demos

How Developers Profit

Single software distribution channel• World wide access• Ease of discovery• Convenient updates &

distributionActive merchandising

70% revenue shareTrial APICredit card & mobile operator billingPaid, freemium, ad funded and free apps

Where Developers Get Paid

30 markets world wide

Publishing ProcessApplication and Game Submission

Sign

Windows Phone 7 Deployment Service

.xap

.dllApp

submission

AppPackaging &Validation

.xap

.dll

.xap

.dll

.xap

.dll

ApplyTest

Criteria

Marketplace

AddMetadata

.xap

.dll

.xap

.dll

.xap

.dll

.xap

.dll

RegistrationCreate an account

Get validated

Submit applications

Students ride for free!

Existing accounts just work…

Key Considerations

Apply best practices for packaging apps

Use trial licenses for better sell through

Consider the Windows Phone Marketplace test criteria

Application Packaging

Use .NET localization best practices

Package multiple languages within the XAP

Leverage trial support via the API

if (CurrentLicense.IsTrial().Equals(true)){

// Application is in trial mode, so // upsell to full priced content// Do not try this code at home…

}

Trial API

Trial API Usage Example

Implement IsTrial() API

Up-sell to full-priced content = greater sales

You control functionality or license duration

Test Criteria Principles

Phone functionality is protected

Applications are well-behaved on the phone

The certification process is predictable and timely for developers

Test Criteria Pillars

Applications are reliable

Applications use resources efficiently

Applications are free of malicious software

Applications do not interfere with the phone functionality

Meets Microsoft standard for global content policies

Meets application type guidelines

Evaluated against regional policies

Localization review

technical validation

policy validation

market validation

RICH, CAPTIVATING APPLICATIONSUnleash the power of Silverlight to reach customers and employees

END-TO-END DEVELOPER EXPERIENCETools > community > ingestion > distribution

SINGLE, DISCOVERABLE MARKETPLACEChannel for reaching the end-user

POWERFUL AND FAMILIAR TOOLSVisual Studio, Expression Blend, Silverlight, and XNA

MULTI-SCREEN POTENTIALApplications that work across phone, web, and desktop

Strong Optimized EcosystemPowerful application platform

Getting Started

Get the Windows Phone Developer Tools

Build your Silverlight or XNA Framework application

Register to publish

Distribute your application

Sign up at Microsoft Platform Ready

Download the Windows Phone 7 Developer Tools

Get support from Microsoft development experts to speed your

time to market

Microsoft Platform Ready for Windows Phone 7

www.microsoftplatformready.com

Access training, support, testing and marketing resources to help you take your phone app to market faster123

Benefits Free on-demand technical support Training videos and courses to help development Access to special Azure offers, One Month Azure Pass, etc. Marketing benefits to help monetize your app

$99 Marketplace rebate after 2 apps are accepted into Marketplace (rebate details still in progress) Specific guidance on leveraging Microsoft Mobile Advertising platform Bing.com advertising credits Co-marketing opportunities, including case studies, inclusion in MS marketing campaigns, etc. (selection criteria still in

progress) Prepackaged self-marketing kit

Q&A

© 2010 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.

MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.