3. Daniel Bouie Senior Product Planner Microsoft John Bruno Lead Program Manager Microsoft

4. Source: Gartner Dataquest, and IDC 2006 18.6% Mobile PCs 5.8% Mobile Phones 3.9% Desktop PCs YOY % shipping growth 35302520151050 2006 – 2010 Converged Mobile Phones 34.1%

5. Mobile Operator Partnerships 160 Mobile Operator Partners in 55 countries 50 Device Makers

6. Applications and services are key drivers Developer revenue share is increasing Marketplaces are core part of experience

7. UX Upgrade with great new touch capabilities Improved browsing with Internet Explorer Widgets Windows Marketplace for Mobile

8. Connecting users with great apps! Convenience Complete purchase from phone or web Seamless download and installation Pay with credit card or your mobile operator bill! Convenience Complete purchase from phone or web Seamless download and installation Pay with credit card or your mobile operator bill! Worry-free Experience Rigorous certification Automatic updates for purchased apps DIY refund Re-download purchased apps onto new phone Worry-free Experience Rigorous certification Automatic updates for purchased apps DIY refund Re-download purchased apps onto new phone Discovery Easily navigate a large library of applications Access user ratings and reviews Advanced search, sort and filter capabilities Discovery Easily navigate a large library of applications Access user ratings and reviews Advanced search, sort and filter capabilities

9. Familiar tools Transparent publishing Global Reach Competitive Returns

11. Centralized developer portal for one-stop publishing and app management Transparent policies for the types of applications allowed in the catalog SDKs, documentation & support

12. US Canada Brazil Mexico AMERICAS Poland Portugal UKGermany France Spain Italy Netherlands Austria Belgium Denmark Finland Greece Ireland Luxembourg Norway Sweden Switzerland EMEA Japan Australia India Hong Kong Taiwan Singapore New Zealand ASIA/PACIFIC

13. MSFT & Ecosystem 30%

14. Windows Mobile Developer Portal

19. Register Learn Build Get Started Upload Certify Price Publish Promote Measure Support Sell

20. Create a Marketplace publisher account @ http://developer.windowsmobile.com http://developer.windowsmobile.com Establish a business profile Remit subscription fee Get vetted

21. ISV application types Microsoft will not distribute via Windows Marketplace Types of content prohibited within Windows Marketplace Based on experience with other Microsoft marketplaces, and the Global Network Initiative Application and Content Policies Market-specific language testing Market-specific product requirements Geographic Policies Check that application is well written Installs, uninstalls, no malware, no memory leaks, doesn’t change other apps on the device Set of 60 objective criteria Windows Mobile Logo Testing

22. Transactional reporting User ratings and reviews Geographical distribution reports

23. Payment Processor Payment Processor Microsoft EFT

24. FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC ANNOUNCEMENT SUBMISSION LAUNCH SELL REGISTRATION

25. Familiar Tools Global Distribution Competitive Revenue Share Streamlined Transparent Publishing

26. @wmdev

28. Complete an evaluation on CommNet and enter to win!

29. © 2009 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. 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. Required Slide

30. Support for multiple content types Key top-level content groups Comprehensive category set New Showcase Categories Search Most Popular Business Communications Games Education Entertainment Finance Health & Fitness Lifestyle Music & Video Productivity Travel Utilities others… Managed Code Widgets Native Code