As Microsoft (NSDQ: MSFT) plays catch-up in the mobile phone space, it detailed plans for mobile applications today for Windows Phone 7 at its MIX developer conference in Las Vegas.
The big take-away message is that Microsoft is trying to make it easy, fast and cheap to make apps for the new mobile-phone platform. That will be key if Microsoft is going to be successful in luring developers away from more popular and proven platforms, like Apple’s iPhone, and increasingly, Google’s Android operating system. To show off its capabilities, Microsoft a dozen or so companies on stage to show off applications, just like Apple (NSDQ: AAPL) has done in the past at its events. Demonstrations were given by Netflix (NSDQ: NFLX), Associated Press, Seesmic, Foursquare, Shazam and others. The big surprise is that all developer tools will be available today ahead of its Windows Phone 7 launch later this year.
To make it easy, Microsoft said apps will be built in the full version of Silverlight (not a light phone edition), and all the tools will be free. Scott Guthrie, a Microsoft corporate VP, said: “You’ll be able to download Silverlight, install it, and build first application in 20 to 30 minutes end to end.” High-powered 3D and multi-player games will be built in Microsoft’s XNA Framework, which like the Silverlight versions, will be able to develop in the framework and then work across multiple platforms.
Developers will also have access to a number of built-in features in the phone, including the accelerometer, location-based services, push notifications, multitouch and camera and microphone support.
The Windows Phone developer tools are now available to be downloaded on the web, including Silverlight and XNA at developer.windowsphone.com.
The Marketplace: Microsoft also provided a brief demonstration of the Marketplace, in which these applications will be distributed and sold on the phone. The details weren’t given on revenue splits, or other policies. However, when demonstrating the Associated Press application, a Ford Taurus drove out on to the screen, indicating that there will be very rich advertising experiences, rather than typical banner ads. Guthrie also highlighted the ability in the Marketplace to offer both try and buy features, so that consumers can test out an app before buying it. For developers, it’s just one application—whereas in the iPhone environment, they typically have to release two versions: A free trial and a full paid version.