Microsoft reveals mobile store line-up

 

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By Reuters

Posted on 31 Mar 2009 at 08:45

Microsoft has signed up multiple software partners for its upcoming mobile phone marketplace, including web music service Pandora, game publisher Electronic Arts and social-networking site Facebook.

The software company says it plans to discuss those partnerships and conduct demonstrations of the software store - set to launch later this year - at the CTIA wireless showcase in Las Vegas this week.

Apple started the trend for mobile application stores last summer and its offerings from third- party developers, ranging from the practical to the whimsical, have helped boost iPhone sales.

Some analysts are sceptical whether Apple's rivals will generate as much interest from consumers and developers with their own mobile software offerings.

Analysts expect BlackBerry maker Research In Motion to officially launch its application store at CTIA. Google already has a store for phones based on its Android system and Palm is planning one for its Pre phone.

In February, Microsoft revealed plans to open Windows Marketplace for Mobile in the second half of this year. Along with a list of initial partners, the company says it expects many of its existing 20,000 mobile phone software partners to offer software via the marketplace.

Other announced partners include Gameloft, weather website Accuweather.com and News Corp's MySpace.

The Windows application for social network Facebook will be the first to let consumers upload video captured on their phones directly to the site.

The apps marketplace will work on phones based on Windows Mobile 6.5, Microsoft's next version of its mobile OS, also available later this year. LG and HTC are among the handset manufacturers set to release models based on Windows Mobile 6.5.

In a keynote speech at the show, the president of Microsoft's entertainment and devices unit, Robbie Bach, will announce an alliance with fashion designer Isaac Mizrahi, who will design themes to let consumers customise their phone's appearance.

Microsoft also plans to make its marketplace attractive to carriers with options such as a share of software revenue, 70% of which goes to the software developers, according to Andy Lees, who heads Microsoft's Window Mobile division.

"We're also partnering with mobile operators very closely so they can have their own stores in the mobile market place," Lees claims, addinf that purchases could be included in the consumer's phone bill. "That means we're a very friendly strategy for carriers and for consumers."

He promised strong operator support for the store, but declined to name specific customers.