1. The Windows Phone
Opportunity
Frédéric Harper
Developer Evangelist @ Microsoft Canada
@fharper | outofcomfortzone.net

2. Windows Phone is about Opportunity
New and Vibrant, yet Transparent
modern young app and fair
platform ecosystem Marketplace
Your app can succeed on Windows Phone
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3. Windows Phone is about Opportunity
• Windows Phone 7.5 provides a modern mobile
New and experience
modern • Everything you expect in a modern smartphone
platform
exists on Windows Phone 7.5
• You build games using the XNA framework
• .NET-based and the same framework used to
build games for Xbox 360 and Windows
3

4. Windows Phone is about Opportunity
• Windows Phone has been in market for around a
Vibrant, yet year, yet there are almost 65,000 apps/games in
young app Marketplace today
ecosystem
• Strongest app trajectory a year in compared to
competitive platforms
• Healthy and growing app ecosystem but not
overloaded
• Your app or game has a unique opportunity to
stand out
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5. Windows Phone is about Opportunity
• We have a fair process for featuring apps. If the app
Transparent is great, you can get featured.
and fair • We want show off your app or game if it’s
Marketplace
awesome
• App publishing guidelines are public and clear
• Content and technical guidelines for certification
are easy to understand
5

6. Windows Phone is about Opportunity
• Tooling is free and geared towards go-to-market quickly
From code to • You can download all the tools you need to get
market quickly started for free
• For more sophisticated SDLC requirements, paid
SKUs of development tools are available
• Focus on the functionality; the tooling takes care of
the rest
• Build apps using skills you probably already know
• .NET is the underlying framework for the phone
• Silverlight for apps
• XNA for games
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7. The Game/App Story

8. Windows Phone 7.5 announce
“Microsoft is still focused on creating a “Once you buy an app (which is billed to the credit
uniquely intuitive mobile UI for end users card already associated with your Windows Live
who are first and foremost consumers… ID) the app can automatically start downloading
among the 500 changes are at least six that over the air on your phone. Kind of neat, and
improve Windows Phone for business users better than RIM’s clunky USB installation in their
and their IT departments.” web-based app store.”
John Cox Simon Sage
Network World IntoMobile
“Windows Phone is
going to be very “As beautiful as the WP7 Metro user interface is, no longer
successful”… will users have to squint at their devices to find a cool app to
“significant developer download… Who knows, we may just start writing more
momentum,” about WP7 apps once the Marketplace goes live.”

9. 65,000+ Apps
and growing...
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10. Developer Ecosystem Trends
Large and Growing  65,000+ certified applications and games
 Growing at over 150 new apps per day
Selection of Apps & Games  74 exclusive Xbox LIVE games
 1.5m Windows Phone Developer Tool Downloads in our past fiscal year
 49,376 developers registered
From Many Developers  11,217 developers have submitted one or more apps
 1,200 new developers every week
 6,979 published developers
Loved  12 Downloads per User per Month
 10% Conversion rate from Trial to Paid Purchase
by Users  Daily Merchandising drives 500% download uplift
 MO Billing now available to over 50% of Windows Phone users
 % Paid Downloads: 3.2%
Generating High ARPU  Paid Apps Average Selling Price: $2.93; High ad monetization rate
 35 downloads/user; $2.90/user
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11. #2 in Market Share by 2015: IDC
2011 2015 2011-2015
Operating System Marketshare Marketshare CAGR
Android 39.5% 45.4% 23.8%
Blackberry 14.9% 13.7% 17.1%
iOS 15.7% 15.3% 18.8%
Symbian 20.9% 0.2% -65.0%
Windows Phone 7 / Windows
5.5% 20.9% 67.1%
Mobile
Others 3.5% 4.6% 28.0%
Total 100% 100% 19.6%
11 Source: IDC (http://www.idc.com/getdoc.jsp?containerId=prUS22762811)

12. The Windows Phone
Development Process

13. Two Flavours of Applications
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14. Porting Existing Assets from other
Platforms
• WindowsPhone.InteroperabilityBridges.com
• Guidance and API mapping for iOS and
Android assets to Windows Phone
• Includes Whitepapers and a class-by-class
API mapping for:
• iOS-to-Windows Phone 7
• Android-to-Windows Phone 7
• Symbian-to-Windows Phone 7
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15. Call To Action
• Talk to us! We’d love to help you build or port your game to Windows
Phone!
• Frédéric Harper (fredh@microsoft.com)
• Download the Windows Phone SDK
• Learn how to build apps by visiting the Windows Phone resource page
at http://blogs.msdn.com/b/cdnmobiledevs/p/wpdevres.aspx
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16. Questions
Frédéric Harper
Developer Evangelist @ Microsoft Canada
fredh@microsoft.com
@fharper
webnotwar.ca
outofcomfortzone.net
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17. 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.
© 2011 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.