Microsoft Announces New Universal Windows Apps

April 26, 2014

Microsoft announced on April 2, 2014 their new Universal Windows apps that will allow developers to reach users across the full range of Windows devices with optimized app experiences built from a shared project. Users can download a free app or purchase an app and install it across all of their Windows devices. Here are some of the specifics of this new range from Windows:

Single consolidated price tier structure:

Windows now offers a single consolidated price tier structure. 55% of all paid transactions on Windows phones are from the popular $0.99 and $1.29 price points and this change gives developers access to these two options. Developers still have control over whether or not they want to charge per device or per app for a universal Windows app.

Revenue sharing model:

The Windows tiered system will be phased out as of 31.12.14 and Windows will simplify and implement the industry-standard 70/30 revenue share model used by Windows Phone today. This is good news for developers, as it will allow them to expand the revenue-producing features and programs much faster.

Carrier billing:

Carrier billing still seems to be a worthy investment for Windows. This feature enables users to buy apps and games with one click increasing the developer paid transactions 3 times over in developed markets and 8 times over in emerging. Windows has 57 partners over 36 markets that support carrier billing and they just confirmed that China Mobile and Microsoft have signed an agreement to implement carrier billing to Windows Phone customers in China's Mobile network. This opens the door to millions of China Mobile customers

User ratings:

Windows aims to pilot a scheme in the next month allowing developers to directly respond to user reviews. It is going to start small, with tests but it is expected to grow. They hope this will help developers to improve the overall user experience.


Now that users are turning to their mobiles more than any other device, it isn't surprising that advertising is another hot topic. Microsoft is adding rich media ad units available in the new ad SDKs for Windows 8.1, Windows Phone 8 and 8.1 apps. These ad units are expected to increase eCPM across the Windows platform.

New symbol:

Users will see a new symbol pop up on unified Windows apps in the next few weeks.

Are you a developer? What do you think about these changes? Step in the right direction?

Written by
Alexander Rauser
Alexander Rauser


Alexander Rauser is the author of Boardroom Guide to Digital Accountability and Digital Strategy: A Guide to Digital Business Transformation, and creator of the DSX Program, a digital strategy and transformation program for Enterprises.

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