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Overview of Windows Phone 7

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Windows Phone 7 is coming! Windows Phone 7 showcases a person’s most important, personalized information at-a-glance across games, photos, social networking and other key functions without requiring …

Windows Phone 7 is coming! Windows Phone 7 showcases a person’s most important, personalized information at-a-glance across games, photos, social networking and other key functions without requiring the launch of separate applications. For the first time ever on a phone, Windows Phone 7 leverages the combined power of the phone, PC and cloud to bring together world-class consumer and business products like Xbox Live, Bing, Internet Explorer, Zune, Office, Exchange and SharePoint – delivering rich integrated phone experiences with a unique and fresh UI. Windows Phone 7 offers top-rated applications across all key categories with thousands more coming – all backed by a rigorous certification program.

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  • This is not an attempt to copy-cat an existing phone, or fall in line with everyone else – this is something new and different, for very good reasons.
  • The Smart Design starts with what we call the “Metro” Design Language – not a language like developers would think of – but a natural language for expressing designs. The inspiration for the WP7 UX was based on signage around Metro Rail stations – clean, clear, easy to read information that you can take in quickly. We also refer to this as “glanceable” information – information you can take in at just a glance.It’s not about the fancy chrome, gradient fills or shiny, inactive icons – it’s about the information you need right now to get back to your “life in motion”…
  • Hubs are viewports into phone functionality – the phone UX is not about hosting applications, it’s about hosting experiences<build>There are 6 hubs in WP7 – developers can integrate their software into them
  • Windows Phone 7 Series has a very detailed hardware specification to ensure a consistent user experience for consumers across network providers. This way, phone customers will be able to continue using their existing service provider but get the same UX as everyone else. The consistent hardware and software platform also ensures that Microsoft can, through a centralized Windows Update mechanism, manage updates and patching to the phone platform in a consistent way, across providers.Highlights of slide: Detailed hardware spec to ensure a consistent user experience for consumersSingle display at launch, smaller display in future (lower price point for easier adoption)All capacitive touch devices – no more stylus!3 buttons only – not 5, not 1 – but 3Memory is minimum configuration, more is allowed
  • Silverlight for most business apps – although some companies, with needs around high-performance 3D applications, might choose XNA for their apps, and some casual game developers will choose Silverlight for game development.
  • These are capabilities common to both Silverlight and XNA-based development.Key point here is that it doesn’t really matter which of the two platforms you pick – XNA or Silverlight – you can still get to all of these common features.Highlights include Input Paths, LINQ, Isolated Storage, “Pickers, Launchers and Choosers”, Hub Integration
  • Can replace the following slides with live Marketplace demo.
  • Make More MoneyBest in class ad targeting solution combines demographic , behavioral, content category, carrier, and user location targeting options.The power of a national direct mobile/online sales force combined with leading resellers.They all bid on and compete for your inventory!Competitive revenue share for developers/publishers – 70% per current market economicsMobile advertising’s first and only real-time, bidded ad exchange to increase yield, reduce waste and provide best in class targeting to increase value of inventory Quick and Easy Set UpEasy integration of ad control Quality SDKs from Microsoft which has a strong track record of developer toolsAbility to Measure ResultsStandard online reports to show you how much money you made!Internal note to DPE: Please keep in mind that app usage analytics are being provided via an MCB-selected analytics solution (Preemptive).  Advertising reports will be available via the pubCenter platform.
  • KEY POINT:MSFT will have a competitive revenue share where approximately 70% of the revenue goes to publishers (less any other taxes and costs). 
  • Action-oriented advertising – in the desired locations - targeted to selected user segments

Transcript

  • 1. Clint Edmonson
    Senior Developer Evangelist
    http://www.notsotrivial.net
    Windows Phone
  • 2. A different kind of phone
    Designedfor life in motion
    So you can build integrated experiences and profit from it
  • 3.
  • 4. Metro
  • 5. Start
    Glance & Go
    Get Me There
  • 6. DEMO: Lap around Metro
  • 7. Drive Consumer Connection
    Every app appears in App list
    Pin a favorite app to Start
    Live tiles offer a unique way to connect with your customers
    Provide dynamic information about your app, game, business or other products
  • 8.
  • 9.
  • 10. Integrated Experiences
    PEOPLE
    OFFICE
    PICTURES
    MUSIC+VIDEO
    MARKETPLACE
    GAMES
  • 11. Weather
    Personal
    Weather surfaced on the live tile in Start
    Relevant
    Weather updated based on your location
    Connected
    Weather for your contacts
  • 12.
  • 13.
  • 14. DEMO: Application Styles
  • 15. Standardized Hardware Foundation
    Capacitive touch
    4 or more contact points
    800 WVGA / 480 HVGA
    Sensors
    A-GPS, Accelerometer, Compass, Light, Proximity
    Camera
    5 mega pixels or more, flash required, camera button required
    Multimedia
    Common detailed specs, Codec acceleration
    Memory
    256MB RAM or more, 8GB Flash or more
    GPU
    DirectX 9 acceleration
    CPU
    ARMv7 Cortex/Scorpion 1GHz or better
    480 WVGA / 320 HVGA
    Hardware buttons | Back, Start, Search
  • 16. Hardware Implications
    Hardware Buttons
    Optional landscape keyboards
    Design for one hand usage wherever possible
  • 17. Two Flavors of Applications
    • High performance game framework
    • 18. Rapid creation of multi-screen 2D and 3D games
    • 19. Rich content pipeline
    • 20. Mature, robust, widely adopted technology spanning Xbox 360, Windows, and Zune
    • 21. Modern event-driven application UI framework
    • 22. Rapid creation of visually stunning apps
    • 23. Metro-themed UI controls
    • 24. Similar to HTML/JavaScript
    • 25. 500,000 developers spanning Windows and web
  • Common Capabilities
    Input
    .NET
    • Superset of Silverlight 3.0
    • 26. Windows Communication Foundation
    • 27. SOAP, REST, OData services
    • 28. Touch
    • 29. Hardware buttons
    • 30. Accelerometer
    Media
    • Digital media capture & playback
    • 31. Media library access
    Phone Access
    • Integrated access to phone UI
    • 32. Sensors
    • 33. Picker for contacts and photos
    Data
    • Isolated Storage
    • 34. LINQ (Objects and XML)
    Integrated With Cloud Services
    OS Integration
  • The Marketplace
  • 41. DEMO: Marketplace
  • 42. Browse, Filter, Search & Discover
  • 43. Promotion & Discoverability
    Smart multi-variable algorithmic ranking for popular and new
    Daily promotion drives high visibility for the best apps and games
    Browse the catalog and discover new content
  • 44. Informed Purchase Decisions
    Try and buy
    Detailed product description
    Screen shots
    Reviews & ratings
    Related apps
    Optional game content rating
    More apps by developer
  • 45. Manage App & Game Updates
    Notifications of app updates on the Marketplace hub
    View the details of a specific update
    Choose to update a single app or game
    Update all apps at once or view the update details of a single app or game
  • 46. Special Guest Stars
    Karmak, Inc.
  • 47. Mobile Advertising SDK for Windows Phone 7
    26
    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 marketplace
    1
    Make More Money
    Microsoft’s simple ad controls, self serve developer sign-up, reporting and automated payouts ensure a seamless ad monetization experience for developers
    2
    Quick and Hassle Free
    3
    See What’s Working
    Actionable reporting help developers optimize for best user experience and advertising yield
  • 48. 27
    Mobile Advertising SDK for Windows Phone 7 Capabilities
    Terms
    Market Competitive Revenue Share
    Microsoft & Yahoo Contextual Advertising
    Ad Sales
    Third Party Ad Networks
    Targeting
    Demo, Category, Carrier and Location
    Ad Types
    Text and Image Units
    Ad Actions
    Click to Call, Click to Web
    Reporting
    Revenue, Inventory, Clicks, CPM, STR
  • 49. The Advertising Opportunity
    28
    ACTION-ORIENTED ADVERTISING
    view business locations on map
    get coupons, download apps, watch video
    LOCATION AWARE
    Advertising opportunities based on user location and context
    Drive brand awareness &engagement - ad based, paid or freemium apps
    TARGETED TO DESIRED USER DEMOGRAPHICS
    Advertising in apps targeted to desired user demos
    Segments include age & gender
  • 50. How Developers Profit
    Single software distribution channel
    • World wide access
    • 51. Ease of discovery
    • 52. Convenient updates & distribution
    Active merchandising
    70% revenue share
    Trial API
    Credit card & mobile operator billing
    Paid,freemium, ad funded and free apps
  • 53. Where Developers Get Paid
    30 markets world wide
  • 54. Publishing Process
    .xap
    .xap
    .xap
    .xap
    .xap
    .xap
    .xap
    .xap
    Application and Game Submission
    .dll
    .dll
    .dll
    .dll
    .dll
    .dll
    .dll
    .dll
    App
    Packaging &
    Validation
    App
    submission
    Marketplace
    Windows Phone 7 Deployment Service
    Apply
    Test
    Criteria
    Add
    Metadata
    Sign
  • 55. Registration
    Create an account
    Get validated
    Submit applications
    Students ride for free!
    Existing accounts just work…
  • 56. Key Considerations
    Apply best practices for packaging apps
    Use trial licenses for better sell through
    Consider the Windows Phone Marketplace test criteria
  • 57. Application Packaging
    Use .NET localization best practices
    Package multiple languages within the XAP
    Leverage trial support via the API
  • 58. Trial API
    Implement IsTrial() API
    Up-sell to full-priced content = greater sales
    You control functionality or license duration
    Trial API Usage Example
    if (CurrentLicense.IsTrial().Equals(true))
    {
    // Application is in trial mode, so
    // upsell to full priced content
    // Do not try this code at home… 
    }
  • 59. Test Criteria Principles
    Phone functionality is protected
    Applications are well-behaved on the phone
    The certification process is predictable and timely for developers
  • 60. Test Criteria Pillars
    Evaluated against regional policies
    Localization review
    Meets Microsoft standard for global
    content policies
    Meets application type guidelines
    Applications are reliable
    Applications use resources efficiently
    Applications are free of malicious software
    Applications do not interfere with the phone functionality
    technical validation
    policy validation
    market validation
  • 61. Strong Optimized EcosystemPowerful application platform
    RICH, CAPTIVATING APPLICATIONS
    Unleash the power of Silverlight to reach customers and employees
    END-TO-END DEVELOPER EXPERIENCE
    Tools > community > ingestion > distribution
    SINGLE, DISCOVERABLE MARKETPLACE
    Channel for reaching the end-user
    POWERFUL AND FAMILIAR TOOLS
    Visual Studio, Expression Blend, Silverlight, and XNA
    MULTI-SCREEN POTENTIAL
    Applications that work across phone, web, and desktop
  • 62. Getting Started
    Get the Windows Phone Developer Tools
    Build your Silverlight or XNA Framework
    application
    Register to publish
    Distribute your application
  • 63. Microsoft Platform Ready for Windows Phone 7
    Access training, support, testing and marketing resources to help you take your phone app to market faster
    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
    1
    2
    3
    www.microsoftplatformready.com
  • 64. 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
  • 65. Q&A
  • 66. © 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.