Developers who sell applications through Windows Marketplace for Mobile will receive 70 percent of the revenue from the sales of each application. In addition, they will be able to set the price for their applications in each market, maximizing their revenues based on targeted pricing strategies. Developers can also choose to distribute their applications at no cost. Up to five application submissions to Windows Marketplace for Mobile is included in the introductory annual registration fee of $99 (U.S.). Each additional submission within the annual period will cost $99 (U.S.). The registration fee is waived for student developers who want to reach Windows^® phones customers, through enrollment in the Microsoft DreamSpark program.

With Windows Marketplace for Mobile available in 29 countries, developers will be able to tap into a broad international customer base. At the same time, Microsoft will continue working with developers to ensure that their applications run optimally on Windows^® phones by running a rigorous certification and testing process before applications go to market. Developers will be able to see detailed feedback during and after the certification process of their application on the Windows Marketplace for Mobile developer portal. Ultimately this enables developers to devote more time to writing innovative applications, and less time trying to navigate the approval process. Developers will have access to all details once the registration doors open in the spring, and will be able to start submitting their applications later this summer.

With more than 20,000 applications already in market, Windows Mobile is among the most popular platforms. Windows Mobile 6.5, the next generation of the Windows Mobile operating system, will allow developers to build innovative mobile applications without having to learn new skills or programming languages, by leveraging familiar desktop and server development tools such as Win32, Active Template Library and Microsoft Foundation Classes (Visual C++), Visual C#, Visual Basic .NET, ASP.NET and asynchronous JavaScript and XML (AJAX).

But Microsoft couldn't resist getting a little political here, going out of their way to promise "transparency throughout the certification process"—a not-so-subtle dig at Apple's restrictive and sometimes mysterious vetting process. It's a nice promise, but the Windows Mobile app store is inherently different in this regard already. It may have rules, but developers can still distribute their apps elsewhere, and any user is free to install them. In other words, unlike in the iTunes App Store, a rejected app isn't necessary a dead app.