This is an overview of the Windows Phone 7.5 Application Platform.

1. Windows Phone
Application
Platform
Dave Bost
Sr. Developer Evangelist, Windows
Phone
http://davebost.com/blog
@davebost

2. People vs. Icons
Windows Phone.

3. Modern communication built in
A smarter way to app
Internet beyond the browser
3 Windows Phone.

4. Windows Phone puts people at the center making it easier to connect and share with friends,
family and colleagues, so you never miss a moment.
Modern communication A smarter way Internet
built in. to app. beyond the browser.
 People Hub with  Pin apps to the Start screen for  A fast, beautiful web experience
Facebook, LinkedIn and live updates at a glance. with Internet Explorer 9 and
Twitter, built in. hardware acceleration.
 Apps connected to your
 Group friends, pin them to Start searches make them easier to  Local Scout provides
for live updates and text, email discover and use. suggestions and prioritized local
and IM them all at once. search results on restaurants,
shopping and things to do.
 Facebook
Chat, Messenger, check-
ins, and photo tagging built in.
4 Windows Phone.

5. Windows Phone
Design
Windows Phone.

6. Windows Phone.

8. Windows Phone.

9. Windows Phone.

12. http://wpdev.ms/phoneatbuild

13. Windows Phone
Application Platform
Windows Phone.

14. Windows Phone Application Platform
Runtime – On “Screen” Tools
Sensors Media Data Location Phone Emulator
Phone Xbox LIVE Notifications Samples Documentation
.NET Framework managed code sandbox Guides Community
Packaging and Verification Tools
SCREEN
CLOUD Cloud Services Portal Services
Notifications App Deployment Registration Marketplace
Location Identity Feeds Validation MO and CC Billing
Social Maps Certification Business Intelligence
Publishing Update Management
Windows Phone.

15. Silverlight
 Starts with
SL4, plus…
 Performance
tuning
 Input integration
 H/W, media, sens
or integration
 OS app model
integration
 Relaxed sandbox
constraints
Windows Phone.

16. XNA Framework
 Rapid creation of multiscreen 2D
& 3D games
 Traditional update/draw/present
game loop model
 Easy to write, test, & deploy
 Integrated with touch &
accelerometer
Windows Phone.

17. From Development to Device
Windows Phone Dev
Tools
Phone Emulator
Samples Documentation Consumer
Guides Community
Packaging and Verification Tools
AppHub
myapp.xap
Windows Phone
Emulator
Windows Phone.

18. Windows Phone Developer Tools
Free Download!: http://create.msdn.com
 WPDT Includes:
 Visual Studio 2010 Express Edition
 Expression Blend 4 for Windows Phone
 Windows Phone Developer Registration Tool
 Application Deployment Tool
 Visual Studio is an Integrated Development Environment
for creating Applications and Games
 Expression Blend 4 is a visual design tool
 Build user experiences, animations, configure data
bindings, and create sample data
Windows Phone. 19

19. Tools
Windows Phone.

20. Developer portal
http://create.msdn.com
Windows Phone.

21. Demo
Tools
Windows Phone.

22. Windows Phone Emulator
 The emulator does not contain the complete Windows Phone
experience
 No Zune media playback
 Only the browser application built in
 Internet Explorer 9 browser with HTML5 support
 Provides the phone behaviors for items like placing calls and
sending SMS messages
 There are also some entries in the Address Book and
pictures in the media library
 Supports multiple touchpoints to pinch and zoom on multi-
touch monitor
Windows Phone. 23

23. Windows Phone Profiler
 The performance analysis tool
will tell you where your program
is spending most of its time
 Then you can consider
optimising those parts
 It is activated from the Debug
menu
Windows Phone. 24

24. Performance Analysis Settings
 You can create and activate diagnostic settings that you
can use and reuse as you develop the application
Windows Phone. 25

25. Analysis Data
 The analysis provides plenty of good data
Windows Phone. 26

26. Demo
Profile Tool
Windows Phone.

27. New in 7.5
Windows Phone.

28. Windows Phone.

29. Fast App Switching
30 Windows Phone.

30. Application Lifecycle - Dormant
Fast App Resume
running
State preserved!
e.IsApplicationInstancePreserved Save State!
== true
activated deactivated
dormant Phone resources detached
Threads & timers suspended
3
Windows Phone.
1

31. Application Lifecycle - Tombstoned
Resuming .. .
Restore state!
e.IsApplicationInstancePreserved
== false
running
activated deactivated
Tombstone
the oldest app
Tombstoned dormant Phone resources detached
Threads & timers suspended
32 Windows Phone.

32. Execution model
 understand; save
appropriate state when
deactivated
 Application_Activated
 check if state is
preserved; if not restore
state
 reattached detached
resources
tombston
e
 what the user wants
 text box contents?
 scroll viewer location?
 control focus and SIP
Windows Phone.
activation?

33. Multitasking
Alarms & File Background Periodic
Switching
Reminders Transfers Audio Execution
Fast App
Built-in 3rd-party
services services
Resource
Management
Windows Phone.

34. Windows Phone.

35. Windows Phone.

36. Windows Phone.

37. Windows Phone.

38. Tiles & secondary tiles
 at the most basic level, an  wpdev.ms/b2011pt
app launcher
 the most
distinctive, powerful, visibl
e aspect of metro on
phone
 you can not dictate its
use; the user has control;
but you can prompt them
on usage
 local live tile API +
background agents
means you can update
these without a push
server now
Windows Phone.

39. Demo
Live & Secondary Tiles
40 Windows Phone.

40. App connect
xbox page on amazon
xbox
Windows Phone.

41. Demo
AppConnect: Search Extensibility
42 Windows Phone.

42. Windows Phone
Marketplace
Windows Phone.

43. Joining AppHub
(Your first step to Rock Star status!)
Windows Phone. 44

44. Joining the Marketplace
 You can register to be a member of the marketplace for
$99 per year
 Students can register for free via DreamSpark
 Registered developers can submit applications for
approval in the marketplace
 Unlock up to 5 Devices for testing
 Join at: http://create.msdn.com
45 Windows Phone.

45. Payment
 Developers can set a price for an application or give it
away for free
 Developers receive 70% of the price paid for the
application
 Payment starts once the developer has earned up to
$200
46 Windows Phone.

46. Free and Paid Applications
 Developers are limited in the number of
free applications they can make available
 Only 100 free apps per developer per
year
 Can publish further free applications at a
extra cost of $20 per application
 Developers can publish as many paid
applications as they like
47 Windows Phone.

47. Applications for sale
 Applications can be free or paid
 Developers can also allow customers to
use an application in “try before buy” mode
 Your application can determine which
mode it is running in by calling a status API
48 Windows Phone. 48

48. Detecting Trial Mode
using Microsoft.Phone.Marketplace;
LicenseInformation info = new LicenseInformation();
if ( info.IsTrial() )
{
// running in trial mode
}
 It is easy for an application to determine whether it is
running in Trial mode
49 Windows Phone. 49

49. Marketplace
Submission
Windows Phone. 50

50. Application Validation
 When you submit your application for validation the
system performs a number of automated tests
 Checks if the application makes use of any
capabilities that were not specified
 Checks for any unmanaged or disallowed libraries
 Ensures that all the required assets are provided
 Then the application is manually tested to ensure proper
behaviour in a number of scenarios
 Proper dormant/tombstone behaviour
51 Windows Phone.

51. The Marketplace Test Kit
 The Marketplace Test Kit lets you perform the same tests
on your application before you submit it
 This vastly improves your chances of the application
passing first time
52 Windows Phone.

52. AppHub
Windows Phone.

53. New Beta Distribution Service
Windows Phone.

54. New Private Distribution Service
 Distribute certified apps privately to a targeted set of users
 Capabilities:
 Applications are certified before distribution
 Developer sends an e-mail with deep link to the users
 Applications are not discoverable via search or browse
 Developer can update the applications
 No limits on the number of users or duration
 No access control on distribution
 Apps can be „free‟ or „paid‟
 Apps can be published publicly at any time
 Benefits:
 Enables broad distribution of apps in a more private way
 Enables broad public betas, previews, and community distribution
Windows Phone.

55. Making Money and
Maximizing Uptake
Windows Phone.

56. 7 Ways to Make More Money
The Opportunity
Use trial API Revenue = price x quantity
Live tilestop-tier of
70x moreincrease English
Less than downloads
15%
Many portfolio makes WP
(75%) developers are
Multiple localized into ad
mobile FIGS
Xbox are
apps trial-to-paid conversion
10% frequency
Use
probably competing in real
networks paying too much in
2 Use live tiles w/push Marketplace work differently
languages
rate
taxesother app storesuse
time for each session
Duration of
than customers (like you)
Most satisfaction
ad requestin 7x higher sales
Resulting
User
25 of 29 countries have
3 Use APS Ad Control w/location prefer andASP, 12 DL/uu/mo.
$2.93 download apps in
negotiated treaty ratesvia
Better demo-targeting with
Equaling paid) impressions
their(3% more
local language
U.S. below 30%
WLID
4 Price it right 16 countries have 0%
70% of all ad revenue
Tips and Tricks
withholding
5 Publish (and localize) globally Tips and Tricks
Tips and Tricks
Don‟t giveand Tricks
Don‟t underpricetoo much
Tips away yourself
Tipsyour metadata and
Localize
and Tricks
6 Keep more of what you make value
Experiment withspeakers, if
and different
app with nativeTricks
Tips trial experience
Indicate “live tile” in
ForMakepoints
price theeCPM
highest
possible
description
compelling services for
7 Get promoted… Add and providecountries ad
in similar (A/B)
Get location andITINin single
Timenew languages price
Add or
Add relevant number
targetingcapabilitycreative
based
to Microsoft to end ofover
Start at upper
trials content avoid cut
pushvia updates
xap work
Know your user to to more
withholding easier get
range. It is
Make itthan raisein the trial
discretestand out prices
Incorporate ads
rather demographics
Windows Phone. version

57. Merchandising
Panorama Featured List
2000% 150%
Windows Phone.

58. The Best Way to Get Promoted
Delight
Utility
Functionality
Windows Phone.

59. Functionality: W
Outstanding performance. Content is dynamic or First use of the app is
Quick loading. Does not hang exceptionally well prepared. intuitive and reassuring.
or crash Description and metadata Advanced features are
help sell the app discoverable and
Windows Phone.
understandable

60. Utility:
App takes full Great use of color, Apps that are likely Concepts that push
advantage of device graphic placement, to compel frequent the boundaries for
features and mobile and visual elements and repeated use mobile apps, offering
scenarios and innovative features
surprises with or best-in-category
unexpected innovation
capabilities
Windows Phone.

61. Delight:
Amazing app capabilities Makes full use of Windows Adoption of Windows Phone
that make the user smile Phone design language platform features (Live tiles,
and inspires “show (controls, iconography, font). push notifications, hub
and tell” behavior Uncluttered, polished clean integration, etc.)
Windows Phone. experience

62. Making Money with Advertising
 Microsoft ad control
 Supports both Silverlight and XNA apps
 Click-to-web and click-to-call
 More markets coming in 2H2011
 Ad monetization
 Microsoft Ad Exchange
 Multiple top-tier mobile ad networks
competing in real time for each ad request
 Better demographic targeting via WL ID
 You keep 70% of ad revenue
 pubCenter
 https://pubcenter.microsoft.com
Windows Phone.

63. Managed Indie Games
 Microsoft Games Studio
 Program for independent game
publishers to bring premium mobile
games to Windows Phone and
Xbox LIVE
 Access to Xbox LIVE services
and promotion
 Great Games Wanted
 Games of all types
 Minimum price point of $2.99
 XBox.com
 Contact:
mobilegames@microsoft.com
 Mobile, Console, PC
Windows Phone.

64. Now what?
Windows Phone.

65. Windows Phone.

66. Getting Your Ideas Turned into
Apps
Windows Phone November 18, 2011, 8AM – 5PM
Microsoft Technology Center,
Developer Chicago
Boot Camp http://msdnevents.com
December 6th - 8th
Microsoft Technology Center,
Chicago
Windows Phone
Accelerator Labs Target: Devs working on apps
Experts on hand
To apply:
dave.bost@microsoft.com
Windows Phone

67. What‟s Next?
Download the Tools & http://aka.ms/PhoneDB
Register for App Hub http://aka.ms/AzureDB
http://aka.ms/AppHub
Get started with any of the http://aka.ms/WordPress
three Starter Kits http://aka.ms/School
http://aka.ms/AR
Key Resources http://msdev.ms/keyresources
68 Windows Phone.

68. Q&A
Windows Phone.

69. Dave.Bost@microsoft.com
http://davebost.com/blog
Windows Phone.

70. 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.