Not far away, this city is named Selah, which has become something of a cry for 15 or more people gathered in the conference room window on a sprawling campus businesses by Microsoft.
Selah is famous for its apple processing industry. It is a place where, literally, apple of sympathy. Apple Crushing is something in which Microsoft used to excel, at least for iPod and iPhone came.
If you are still a powerful company is going to go back to the crushing of ways Apple, it will have much in common with working people in this room. This group, meeting on an overcast July morning, going over strategy for convincing developers to build Applications for Windows Mobile 7 -. Microsoft effort to get back in the game phone
Microsoft is based on his vast financial and technological resources to ensure that there will be many third-party programs where prima phones running the new operating system hit the market later this month. Company show OS at an event in New York next Monday, the first phone coming this month in Europe and in early November in the United States.
Go home and large, Kindel said. I would much is exactly what Microsoft is doing with this project. This is not a mad march into the desert. The management here knows winning the phone is the key to the wider ambitions of Microsoft Windows. After years of failed attempts and drift in the single-digit market shares that they understand the importance of getting it right this time.
Eye on the developers
In the past six months, CNET got an unusual, behind the scenes access to the phone and Windows programming executives, as prepared for a completely revamped operating system phone. In June looked at the technical side of this project . But just as important as technology is an aggressive contact with developer community .
This job No. 1 this week in July. On one side of the room are people who used to work for Kin, Microsoft short-lived and disastrous invasion of to take the smartphone for the young set. On the opposite side sit a group consisting mainly of veterans of the team.
Kindel confirms game plan for the refugees Kin. At the top handful of must-have applications, Microsoft has been pulling out all the stops, offering technical and marketing assistance, providing an excellent property in a Microsoft shop, and hanging other financial incentives, including according to sources a significant cash payments for most desirable applications and sales guarantees for many others.
Wider application group several hundred were slated to be part of an initiative known as the presentation, which guarantees them a good place in the phone built-in App Store, known as the Marketplace.
Aside from the must-have and presentation of Microsoft applications there is no long-term push, called Selah. The effort intends to use the Microsoft massive, globally distributed team of developer evangelists woo thousands of applications for mobile Microsoft platform top end of next year.
After outlining the basic plan of attack, Kindel hands things off to a lieutenant, Brandon Watson, who goes deeper into the strategy and shows off several applications. Is a complex task because of the latest test build of Windows Software Phone this is not formerly included a prototype of functions that allow headphone their image on the monitor screen through a USB port. Instead, workers must change to a small camera on the screen so that the whole group can see in action on the application of the projector.
Watson encourages those in the room even the business people to try their hand at writing Windows applications Phone.
You can talk about what Ive read about, if you can describe what I experienced, Watson chants. We say its easy to build an application. You have to believe it.
Although largely invisible to the public until recent weeks, the push of land other companies were at least as large as Microsoft focused technical work, which were to supplement the operating system, which was completed in early September.
gamesmanship Phone for Windows 7
great emphasis was placed on the game, both those created by third parties and those created by a new studio set up in mobile game within Microsoft. The company hopes Games Phone Windows 7 will help highlight , in particular because of the relationship of the operating system to the existing online service Xbox Live game that already has millions of users. For the first time, with Windows Mobile 7, Xbox Live members will be able to use your phone to rack performance and improve their Gamerscore, rank where one stands in relation to other Xbox players.
Microsoft already announced a number of Xbox Live planned for the holidays, including Bejeweled Live, Halo Waypoint, Max, and Magic Marker, and the harvest. In addition to games, the company announced Only a sampling of applications , which will be available at launch, a list that ranges from Netflix to OpenTable for Travelocity. Sources say that other great, but-to-be-announced applications include eBay, YouTube and Facebook.
Microsoft has also taken steps to stop their employees to carry the iPhone, and get behind the companys push Windows Phone. Ceased to be paid to non-Windows Mobile some time ago and committed to give each full-time employees own Windows 7 Phone devices. In addition, the company worked with its lawyers to come up with to adapt to the conditions of employment from Microsoft to allow employees to use any Windows application development Phone move the company hopes will help spur some programs from unexpected corners of the company.
Building a strong lineup of applications was not easy for Microsoft, which first had to sell their employees on the idea that it really is dedicated to the phone industry after years of commitment less than serious.
My first reaction was Wow, it would be really hard work, Kindel recalls thinking when to take the effort to line developers. It was huge, bodacious challenge.
Kindel was horrified to learn that in an earlier version of Windows Mobile, Microsoft had only three or four programmers responsible for software development kit needed to write applications. Kindel effort quickly picked up by several orders of magnitude, both through its own development team, and drawing in people from other parts of the company, such as the Xbox team. In total, Kindel said Microsoft now has 300 to 400 people working on the tools and resources, developers must write programs for Windows Phone. These people are needed to convince both small and large application developers, such as Twitter.
Every time we take on a new project or a new operating system there is no debate, it is possible to reduce costs, said Sean Cook, director of Twitter for business development for mobile phones. In other words, Cook wanted to make sure it was worth your time, which Microsoft quickly assured us it was. Twitter, Cook said, decided that this will be viable contender, and we really wanted to be there on Day 1.
Of course, this strategy depends on the Twitter service is available on all major phone. The choice to develop for Windows Phone is a difficult one for smaller companies, such as Sense Clever, 10-person outfit, whose application, Seymour , acts as a sort of reception or a virtual personal assistant.
Given that we are a start-up, we have very limited resources, said Babak Pahlavan, President Sense Clever (formerly known as Cellixis). I have to concentrate. I can not do 10 things at once.
While Sense Clever is part of Microsoft for start-ups BizSpark, Pahlavan said he hesitated to bet too heavily on your mobile phone effort. Of course Im skeptical, he said, but look at the clean, unique look for Windows 7 Phone convinced him that it was worth his time.
Selah: Stop and listen
Microsoft to gain recognition from the developers, not only for the reconstruction of the adjacent operating system, but also changing the way the company deals with developers.
In Hebrew Selah means to pause and listen to what they were saying that Microsoft developers have made a very good job this time. Humbled by his past failures, the company strives to be open and flexible.
As a small start-up I have the opportunity to work directly with Microsoft, said Daniele Calabrese, president Soundtrckr, social, streaming music service that is available for the iPhone and allows you to stream music and share your choices with your friends. With other platforms, such as the iPhone, small developers say on their own to build a program, and then only have to cross your fingers and hope that their application has been approved.
contrast, Microsoft has tried to help shepherd developers through the process of moving its programs approved for sale in the Marketplace the mobile App Store, which serves as the only way to distribute Windows programs Phone.
This does not mean there were no problems for developers, such as lack of prototype devices. For months, all developers had to build their applications, unable to use the phone. Even now, many developers have to commute to the nearby office of Microsoft in order to obtain hands-on time with a prototype.
While the company has built a good simulator software, Hoskins admits that it is only a partial solution. Theres nothing like touching the device.
It was a special challenge for Motolingo , whose in-car proposal is based on your specific hardware elements. Emulator only gets so far, said President Charles Nesser Motolingo. August events in the Silicon Valley office, Microsoft was the first time Motolingo developers and other little outfits and had the opportunity to work hands-on with a new phone.
The problem is, like the iPhone, a few years ago, the phone is the new Windows 7, but lacks some key functions even functions that were part of previous versions of Windows Mobile, such as multi-tasking and copy and paste.
Microsoft is hoping it can still compete with the iPhone by building something that is deliberately different. The company relies on an interface organized around hubs of related applications, and broad categories like People and pictures rather than individual complaints.
IPhone experience a few blind alleys, Kindel said. We do Because we have this panorama and a big landscape. You can actually move around and eventually get to the house you want.
Sticking Points
But some developers say Microsoft knots the most exclusive neighborhoods are still too hard to get. Twitter is an example. In order to build the proverbial experience of advanced users, it needs access to the deep areas, such as contact lists, city people, pictures and galleries. But for this first version, Twitter will not have. As a result, combined with the lack of copy, paste, the app is Twitter for Windows Mobile 7, a unique and pretty, will not allow the essential basics such as the ability to tweet a photo from one library or even send a link from your web browser.
It was one of the obstacles, says Cook of Twitter, but adds that the company hopes that this is just growing pains of building a new operating system. This is something I really chalk to being a student of the first OS, he said.
Another gripe among other companies has been around performance, especially when scrolling through long lists and frequent connections to the Internet. This is a particularly sore spot, because Microsofts own applications have better performance from their programs are written natively in hardware, it is not possible, given the developers who must write to one of the two sets are supported for managed code: Silverlight or XNA.
Motolingo For its part, tries to make the best with another operating system defect: the fact that many third-party programs do not generally run at the same time. Motolingo, whose application is designed to monitor car drivers, benefit from this limit as a function of its application: If you quit while you are driving, they are clearly distracted and doing something they should not do while driving.
Maybe developers have not been what anyone would want, Microsoft went out of its way to its programmers available and flexible.
In early July, the company held a two-day conference here in Redmond for some of the most sought-after artists. During the day, teams from various agencies that specialize in designing mobile applications with Twitter, met in Microsoft Building 20 laboratory referred in particular to companies other than Microsoft teams to come and work.
At the end of the first day we had a really great understanding, said Cook Twitter. That night, the discussion continued for wine and gourmet pizza cooked on the campus in a portable clay oven by Veraci Pizza , a popular pizzeria Northwest.
Microsoft also had its Silicon Valley event, a weekly meeting attended by approximately 40 people from 13 companies starting up at the headquarters of Microsoft in the near Computer History Museum in Mountain View, Calif. I was there until ten oclock some nights, said Brian Hoskins, director of business development at Microsoft, which is headquartered in Mountain View and focuses on mobile telephony.
Among those at the event was Motolingo. Its application can control whether the driver will be too soon, endangering himself and wasting fuel. Those who drive a certain distance you can safely earn points and prizes for the program. The application can even send a tweet from them is like riding, hitting the element of pressure.
In summary, it appears Microsoft executives happy, both the number and caliber of applications they were able to prepare for takeoff. Not everyone Redmond sought will be there, though. Music streaming service Pandora, for instance, there will be one of the partners run the sources said, despite a full court press with Microsoft executives.
And even with her work, Microsoft does not expect the mobile market will be anywhere near the number of applications, Apple and even Googles Android.
We will not be able to 200000 100000 or applications, or applications(whether from Apple), Kindel said. But he argues that it is indeed a very bad experience. Its too much cruft to plow through. Weve done a few things to make sure we have a market issue is of high quality and easy for users to find the signal by noise.
question, of course, whether it is customers want to receive the signal.
This article was first published in a blog post on CNET News.
Via: PHONES Baohe Tech
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