Ask Microsoft

This column sponsored by Windows Mobile™

Q: What is Microsoft's Mobile2Market program and how long have you been involved with it?

Mobile2Market is Microsoft's Logo Certification and Distribution program for third- party Windows Mobile-based applications. Mobile2Market encompasses everything from certification of third-party applications; to our distribution partners who take certified applications to market; to the Mobile2Market code-signing certificates, which simplify application deployment through the world's mobile operators. I've been managing the program for just about 18 months, and my job is to pull together all these moving pieces into a healthy ecosystem of all the services and resources necessary to support developers of Windows Mobile applications. Over the last 18 months we've added more than 300 newly certified applications, three new global distribution partners; kicked off two iterations of the Windows Mobile Application Contest; and completed a number of back-end process improvements to make life easier and more profitable for Windows Mobile Developers.

Q: Why is Mobile2Market important to software developers?

Mobile2Market is important because finalizing the code is just the first step in deploying a commercial application. The other steps include testing and certification, security and assurance, and building a sales channel. Our great tools make the development process easy—Mobile2Market helps with all the other steps required for developers to deploy their apps profitably into the market.

Q: Why is it important to consumers?

Mobile2Market is important to consumers because we award the Designed for Windows Mobile logo, which communicates to consumers that certified apps have successfully completed an independent third-party testing process. The logo signals to consumers, distributors, and mobile operators that the application works well with Windows Mobile-based devices and with the Windows Mobile operating system.

Q: What is the difference between marketing software for Windows Mobile-based devices and the traditional PC software market? How does Mobile2Market take that difference into consideration?

Mobile2Market recognizes the fact that one of the toughest parts of selling a mobile application is getting serious consideration from a distribution or mobile operator. It's also extremely difficult for a developer to get shelf space in a retail setting. We're approaching these problems and asking what we (Microsoft) can do to make this process easier and more profitable for Windows Mobile developers. For example, most of the world's mobile operators require some form of security model for applications to run on devices connected to their network. Each operator determines what the security policy is, potentially creating great complexity for a developer trying to deploy to multiple networks. Mobile2Market helps the developer avoid most of that complexity through our code-signing program which is almost universally accepted across operators shipping Windows Mobile devices. The Mobile2Market code signing certificate allows a developer to sign once and deploy across almost every Windows Mobile operator in the world.

Another example is our partner-based distribution program. We believe that both mobile operators and developers are best served by a free market approach to distribution that includes multiple distributors competing on their strengths for both mobile operator business and applications to distribute. This approach affords real alternatives to developers and doesn't lock them in to a single closed channel to market.

Q: Microsoft uses the phrase “ecosystem” to describe the relationship between Microsoft, device manufacturers, software and accessory developers, and the consumer. Why did you choose that word?