A month after Windows Phone 7 stumbled its way into the world in Barcelona, Microsoft put a lot more flesh on the bones, describing a new end-to-end developer framework and details of an upgraded app store. It was clear, as the firm detailed its systems at its own MIX10 conference in Las Vegas, that the new OS will mark a radical departure from Windows Mobile ‘ not just in terms of enhanced functionality and a new user interface, but in its business model, which will give Microsoft Apple-style control of an integrated hardware/software platform. Apple is a compelling role model, given its huge impact on the market, but Microsoft will hit the same problems as Google in emulating it ‘ the need to work with numerous handset partners, each of them keen to preserve their own control and differentiation.
Like Apple, Microsoft will tie users and developers into one store. While current WinMo phones can download programs from the Microsoft marketplace or from third party stores like Handango, in Windows Phone 7 the vendor’s own revamped store will be the only option. Also like Apple, Microsoft will not support storage expansion via microSD cards, or background processing for third party apps. Both of these options, common in other smartphones, open up the platform to third party features. Apple cites battery and security reasons for its hostility to multitasking, saying that malware can be introduced in the background (though it may be forced to reverse its unpopular stance in the upcoming release of iPhone OS).
Such policies have given Apple iron control of its hardware and software platform, and Microsoft hopes for the same, even going as far as to restrict its new OS to jus three reference hardware chassis designs. But it has to remember that developers and users do not love Apple’s tightly ringfenced environment ‘ they tolerate it in return for a strong experience and a booming market. The moment the iPhone loses its popularity, they will vote with their feet, hence the likely introduction of multitasking in iPhone 4.0, as Apple sees its position seriously under threat for the first time. But Microsoft has never delivered a convincing mobile apps platform at all, and it will need to make Windows Phone 7 as attractive to consumers and programmers as iPhone to get its community to put up with its strictures.
It is at least putting some more details behind its last-chance attempt to woo the mobile world and create a leading role for Windows. Its strategy relies heavily on its Silverlight rich web media system, and its XNA runtime environment and toolset (mainly for games). Indeed, in a further bid to control the nature and quality of the mobile Windows experience, it will insist on these tools, barring native applications from its new OS.
Todd Brix, senior director for mobile platform services at Microsoft, told MIX10 attendees that native apps would be barred from Windows Phone 7 devices. Only programs running in the Silverlight runtime environment or games in the XNA Game Studio runtime will be permitted. As reported in CNet, he said the Windows Phone 7 user interface overlay (which runs on top of the Windows Embedded CE 6.0 release 3 kernel) will run only interpreted or managed code through the two runtime environments.
It will argue that developers will not want any alternative to the rich functionality provided by Silverlight, with features such as accelerometer controls, multitouch capabilities and hardware-accelerated video.
New options include a Microsoft Location Service, which offers developers a single point of reference to acquire location data; and ‘ in another echo of Apple – a Microsoft Notification Service for pushing alerts to the device even when an app is not running (a watered-down substitute for background processing).
Also announced were a free Windows Phone 7 tools package, including Visual Studio 2010 Express for Windows Phone; an add-in to use with Visual Studio 2010 RC; the XNA Game Studio 4.0 Emulator for mobile app testing; and Expression Blend for Windows Phone Community Technology Preview. Expression Blend 4 Beta is a development workflow tool enabling designers to build and animate UI designs without writing code. This will support Silverlight 4, .NET Framework 4 and Visual Studio 2010.
The Windows Phone Marketplace will center on “panoramic design and active merchandising”, to improve discovery of apps. This will also allow users to try out apps before committing to purchasing them. The Marketplace will support credit card purchases, operator billing and ad-funded programs and developers can cross-promote their wares through deep linking. Initial content partners include Associated Press, games giant EA Mobile, Fandango, Foursquare, Glu Mobile, Pandora Media, Shazam and Sling Media.
While Microsoft is emulating some of Apple’s early unpopular decisions, such as lack of support for copy/paste, it is expected to be different in one respect, Flash support. Adobe has already said it is working on a version of Flash for Windows Phone 7, though Microsoft has not yet confirmed its support for that.
On the hardware side, there will be Windows Phone 7 devices on the market in time for the holiday season, including models already announced by Samsung and LG. Microsoft is planning a major advertising campaign for the phones and says it will have ‘a sizeable presence in the holiday season’. HTC and Dell have also pledged support for the OS, and others will follow in 2011, with Motorola, Acer and Sony Ericsson likely candidates.