The document discusses the features and opportunities presented by the Windows Store for both Windows and Windows Phone developers. It emphasizes the importance of designing applications for platform-specific characteristics and outlines various development tools, licensing, and monetization options, including in-app purchases. Additional sections highlight gaming integration, cloud solutions, and enhancements like Xbox SmartGlass for an enriched user experience across devices.

3. Source: http://blogs.msdn.com/b/windowsstore/archive/2011/12/06/announcing-the-new-windows-store.aspx
1bn

4. Source: IDC, March 2012
690m

5. Source: IDC, March 2012
60m

6. 100m

8. Great experience across all hardware

10. http://dev.windows.com

12. http://bit.ly/GJ_Sensors

13. Shared Windows Core
Windows 8 and Windows Phone 8 Share Many Components At
The Operating System Level
OS Modules
Windows NT Kernel
Windows Kernel
Windows Kernel

15. Full WinRT (around Phone-specific additions to Windows
11,000 members) Phone Runtime include
• Speech synthesis and recognition
New for
Subset adopted for Windows • Windows.Phone.PersonalInformation
Windows Phone Phone
Runtime (around Runtime • LockScreen and LockScreenManager
2,800 members) (around 600
members)
• More…

17. Some Key Differences
It’s important to design for the platform differences as well as similarities
Screen Size Controls Lifecycle
Windows Phone Windows Phone Windows Phone
800x480, 1280x720, 1280x768 Panorama, Pivot, ListPicker Launched from start/apps list.
Portrait, Landscape LongListSelector Tombstones apps
Windows Windows Windows
1024x768  GridView, ListView, Semantic Resumes existing apps
Portrait, Landscape, Snapped Zoom, FlipView No tombstoning

18. Design a UX that is native for each platform!
• One-handed touch most common • One or two-handed touch, mouse
• Guaranteed hardware, such as camera • No guarantee of any specific hardware,
and accelerometer must check at runtime
• Avoid multiple columns of content • Rows and columns of content can
• Scroll vertically for more content work well
• Very limited room on the app bar • Scroll horizontally for more content
• Hardware back button • Significant room on the app bar
• No semantic zoom • On-screen back button
• Semantic zoom

19. Ad Supported
• Use our ad system
• Bring your own
• 100% Revenue
Use Your Existing Commerce
• Existing relationship
• Subscriptions
Flexible business models
• Free, paid, in-app, trials
• 3rd party in-app and
advertising support

20. The Windows Store
A new opportunity for Windows developers
1 2 3 4 5
App is available in Customer
the Store Catalog purchases app Enjoy!
App is associated
to Microsoft
Account & Device

21. Tools for Development
Everything you’ll need for Windows Store apps in one package

22. Developer Licensing
The key to developing Windows Store apps
• On first run of the developer tools, you are asked for your
(Microsoft Account) information to acquire a Developer License.
• This is used to enable the designers and simulators to run as well as
allow the developer to run the apps locally on the device without the apps
first being signed by the Windows Store.
• The license is valid for 30 days if you do not have a Store subscription, or 90
days if you are a subscriber
• The developer tools will automatically renew the license when necessary.
• We track license enrollment to ensure this is not being used as a vector for
bypassing the Store for distribution of apps.

23. Phases of an Application Development

24. Phases of Distribution

25. Submitting the App

26. Certification
Certification ensures that
apps in the Windows Store Microsoft’s approach to
are safe, both for the system certification compared to
and the users other platforms
Microsoft’s approach to certification compared to other
platforms

27. Published!

28. Analyzing Performance

30. In-App Purchase
Build apps with higher and recurring revenue opportunity
Extend reach Upsell Customize
Upsell users to purchase
paid digital goods and
Attract a larger user base services that enhance or Add and modify different
with free baseline extend the app experience paid options for different
experience in the app itself user segments

31. In-App Purchase: sell items in your app

32. In-App Purchase used for digital content

33. Options to store and deliver the content
The in-app content that the consumer purchases has to be
delivered. There are two ways of storing and delivering this
content:
Embedded in the App Remotely stored
Simple to deliver: add it to your Requires accessing remote storage (e.g.
up, keep content hidden/locked Azure, web hosting, or developer server)
and unlock after item is purchased.
More flexible: can modify the content on
the fly, add or update very rapidly.
Requires internet connection to provision.

34. Listing Desktop Apps
A new way to reach customers
Desktop apps are a major part of the Windows ecosystem and Windows
enables developers of these apps to reach the Windows 8 audience through
the Windows Store.
1 2 3 4
App is available to
App passes and be submitted to App is listed to the
receives logo the store store
The app is not available for purchase, but is
visible in the Store and a link provided to
the developer’s site for purchase

35. Visual Studio 2012

36. Building Windows Store Applications

37. Blend Works with HTML

38. HTML5 App Development
• Windows 8-style HTML5/JavaScript app development is not supported
on Windows Phone 8
• Windows Phone Runtime projections to C#/VB.NET and C++ only
• However, Windows Phone 8 includes Internet Explorer 10
• Another shared codebase with Windows 8
• Great support for HTML5 (2 x feature support compared to
Windows Phone 7.5)
• New JavaScript processing engine (4 x faster than
Windows Phone 7.5)
• This same browser is at the heart of the WebBrowser control
• You can build HTML5-based apps rendered in the WebBrowser
against local or web-based content

39. WP8 Emulator & Win8 Simulator
Performance
• The emulator is not a reliable way of predicting how a program will perform
on a real device
• The processor in a Windows PC may be more powerful than the one
in the phone
• The emulator is for functional testing only
• If you have any concerns about performance you should ensure you run your program on
a real device
• There are profiling tools that you can use to inspect the activity of your programs, both in
the device and in the emulator

40. Build for Cloud

41. Create Windows Azure Solutions

42. • Windows Azure Mobile
Services makes it
incredibly easy to connect
a scalable cloud backend
to your client and mobile
applications.
• It allows you to easily store
structured data in the
cloud that can span both
devices and users,
integrate it with user
authentication, as well as
send out updates to clients
via push notifications

44. Games hub
More Xbox LIVE games expected every week –
all with achievements and “Try Before You Buy” in the Store
Your closet “out of the box”
Built-in Xbox SmartGlass so you can control your Xbox 360 right from
the phone

45. Gaming Experience
The only device and phone with Xbox built-in, ready to play anywhere.
Windows Phone is the only phone with Xbox built-in, giving you easy access to your
entertainment however and wherever you want. Select from a wide range of top titles
and rest easy with the knowledge that you can try any Xbox LIVE game before you
buy it.
Enjoy exciting new ways to play such as multiplayer games from phone to PC to
console.
With Xbox SmartGlass, use your device to discover new content and use it as a
remote control for your Xbox 360 and of course, customize your personal avatar, track
your gamer scores and earn achievements.

46. Kid’s Corner
A worry-free way for kids to play.
Children love playing with your phone. And they have just as
much fun with the games as they do changing your phone
settings or sending emails to your boss on your behalf. That’s
why Windows Phone has a Kid’s Corner. This delightful
innovation makes it possible for kids to access only the apps and
features you choose for them. So you can be sure they’re only
playing games and not emailing your boss.

47. World Class Games
100+ titles available in the marketplace as of today
All Xbox games include Try Before You Buy
Native code support means stronger 3rd party support

48. In app purchase + wallet PIN
Opens up new types of gameplay, such as free-to-play
games with downloadable content for purchase Icon
Publisher
App
Product

51. Xbox SmartGlass enriches your entertainment experience, makes gaming more
competitive and fun, and makes it all easier to discover and share.
Xbox experiences available on the device you already own
Immersive Discovery & Gaming Gets
Entertainment Control Better

52. What is SmartGlass?
3RD PARTY ENHANCEMENTS
PLATFORM
BUILT IN
ENHANCEMENTS
MEDIA CONTROL &
DISCOVERY
v
CORE
SERVICES
XBOX SMARTGLASS

53. 2 nd Screen Experience
Entertainment Gaming
• Character Bios, Relationships • Secret Screen – Cards, Sports
• Backstory, Trivia • Interactive Level Guide
• Fantasy Sports, Stats • Real-Time Map
• Shopping, Sweepstakes • New Input Methods

54. Xbox SmartGlass Discovery
XBOX SMARTGLASS

56. SmartGlass Experience
• Gesture Navigation: Simple swipe and tap on your Windows Phone to navigate
your Xbox 360
• Browser Control: Easily and elegantly control your Internet Explorer on Xbox 360
(available on console this holiday)—swipe, scroll, pinch and zoom. All from your
Windows Phone
• Text-input: Use the virtual keyboard you’re already familiar with on your phone to
set up an account, redeem a code, type a website into the browser url bar
• Video Guide: The Xbox Video catalog comes ready with an Xbox SmartGlass
experience called: Video Guide. Get information on the scene you’re watching,
cast and crew, and other related films.
• Music Guide: The Xbox Music catalog comes ready with an Xbox SmartGlass
experience called: Music Guide. Get information on the track you’re listening to,
move it seamlessly from your phone to your Xbox 360, and control the playback.

57. Cross Platform
Windows Phone with Xbox gives you easy • Xbox services available as an app
access to your entertainment however and • Can’t play games with Achievements
wherever you want • Strong game catalog
• Xbox – always better on Windows Phone
• Xbox SmartGlass • NA
• First party exclusives and cross-screen play
• Xbox services available as an app
• Can’t play games with Achievements
• Strong game catalog

59. http://bit.ly/UJZ6Ss

62. http://www.ubelly.com/gaming
Building Windows 8 Games
http://www.windows-store.co.uk
Windows 8 UK Camps and Training Events
http://dev.windows.com
Windows 8 developer resources
http://dev.windowsphone.com
Windows Phone 8 developer resources