• by Mark Walsh  @markfwal, March 11, 2009

Microsoft Corp. revealed more details of its forthcoming Windows Marketplace for Mobile on Wednesday, promising developers 70% of sales revenue through the mobile application storefront.

That's the same split Apple pays developers through its App Store. Like Apple, Microsoft will also charge app creators $99 a year to sell their wares in its store and allow them to set their own prices starting at 99 cents unless they choose to give them away.

Microsoft, however, aims to distinguish itself from Apple in its openness with developers during the app submissions process. "Developers will be able to see detailed feedback during and after the certification process of their application on the Windows Marketplace for Mobile developer portal," according to Microsoft's announcement. "Ultimately this enables developers to devote more time to writing innovative applications, and less time trying to navigate the approval process."

IPhone developers have complained for months the approval process for apps has been too slow and less than transparent. Part of the problem has been the sheer volume of submissions Apple has received, according to Jeremy Horowitz, editor-in-chief of iLounge, which tracks iPhone- and iPod-related news. As it is, the App Store offers more than 25,000 apps and Apple says more than 500 million have been downloaded to date.

"Apple brought this upon itself by deciding that it would be the only vendor of apps, but the result has been a tremendous success story, even considering the speed bumps," said Horowitz.

Microsoft and other mobile industry players -- including Research in Motion, Palm and Nokia -- hope to replicate Apple's success by opening rival app stores. RIM has announced that paid applications through its BlackBerry App World store will start at $2.99. But matching the popularity of iPhone apps is far from assured.

Microsoft noted that 20,000 apps are already on the market for Windows Mobile devices, distributed via third-party companies or mobile software outlets such as Handango. But Horowitz doesn't expect Microsoft will be overwhelmed with developers lining up to sell apps through its store.

"My prediction is that if Microsoft is any faster at approving apps than Apple, it will only be because Microsoft does not have anywhere near the volume of submissions that Apple has to deal with," he said.

Microsoft said developers can register with Windows Marketplace this spring and begin submitting apps this summer.