MIX10: Windows Phone 7 Series Apps Only Available Through Marketplace

Microsoft representative Todd Higgs has confirmed that all Windows Phone 7 Series devices will only be able to access and download applications via the recently detailed Windows Phone Marketplace.

This will complete the shift from the current model used on Windows Phone Classic, with the following changes also confirmed by Higgs:

The developer now decides how the trial application works, with API hooks to let the developer manage the whole process. As an example, no additional download after a trial expires, with the game/application unlocking the full version if it’s purchased.

Marketplace membership for developers is still $99 a year, though Biggs states Microsoft is looking to change the current 5-app limit per account present in 6.5 development. There are no fees for developers to update their apps, nor fees for users to download them.  In terms of user downloads, uninstalls of purchased apps and redownloads are now supported as the purchases are tied to a Live account and not the device, so moving between different devices at will is at last possible. It’s also a Microsoft policy that developers won’t be able to work around.

If a developer wants to post a free, ad-supported app, the only two hurdles are the $99 fee and approval by Microsoft. For ad-supported apps specifically, the company will also have guidelines specifically targeted at making sure the ads are appropriate.Regarding transactions, Microsoft is using actual currency and not a points system a la Microsoft Points, with an opportunity for direct carrier billing possible.

There’s also no ecosystem similarities beetween Zune and Windows Phone 7 Series beyond development tools, the marketplaces for the developers to submit to and manage are still managed separately. The Zune desktop client found on Windows will also be used to browse Windows Phone 7 Series applications, but there will be no way for end users to purchase and install apps outside of the Marketplace.To that end, Microsoft is developing a solution for trialling apps on a limited number of devices, similar to the implementation Apple has in place for the iPhone.

Biggs also stressed that the company will be publishing comprehensive policies and guidelines in May in order to settle developer questions and concerns regarding the new policy.