Phone 7.5 (Mango) is a different kind of phone, architected to put the focus on end users and the people important to them. In fact, developers can build compelling government and citizens-oriented experiences that enhance the relationship between local government and its constituency. In this session we'll provide an overview of Windows Phone device and platform and discuss specific aspects related to building Public Sector apps (what they are, why you should care about them), design principles behind our UX approach, the tools at your disposal to create amazing apps as well aspects related to cloud and services, including review to specific and pertinent public data sources; and finally how to monetize on our Windows Phone Marketplace.

1. Lab 7 | Microsoft | Windows Phone for
Government and Citizens
Phone 7.5 (Mango) is a different kind of phone, architected to put the
focus on end users and the people important to them. In fact, developers
can build compelling government and citizens-oriented experiences that
enhance the relationship between local government and its constituency.
In this session we'll provide an overview of Windows Phone device and
platform and discuss specific aspects related to building Public Sector apps
(what they are, why you should care about them), design principles behind
our UX approach, the tools at your disposal to create amazing apps as well
aspects related to cloud and services, including review to specific and
pertinent public data sources; and finally how to monetize on our
Windows Phone Marketplace.
Joel.Reyes@microsoft.com
Senior Developer Evangelist

2. Agenda
Developer and Marketplace
People First Demo
Developer and Marketplace
Architecture & Platform Capabilities
Public Sector Apps (Plus Demos)
Developer and Marketplace
User Experience (Metro)
Cloud (Azure &Marketplace
Developer and Data Market)
Monetization Marketplace
Developer and

3. aka.ms/infokit
it all starts here
http://minus.com/mbgRpRZdkM

4. Developer and Marketplace
People First Demo
Windows Phone puts
people and the things
you care about… First!
Windows Phone

5. Developer and Marketplace
People First Demo
People vs. Icons

6. Developer and Marketplace
People First Demo
• Tiles
• Notification
• Social
• Integration
• Communication

7. Developer andPlatform Capabilities
Architecture & Marketplace
Overview of Windows
Phone Foundation
Windows Phone

8. Cloud and Integration
Services
App
UI Model
Software Model
Foundation Software Foundation
Hardware Foundation

9. Scope: Windows Phone “Mango”
Services
Developer Portal
Cloud and App Connect Calendar
Integration Contacts App Hub MSDN
Services Push, Alerts Maps
FAS Silverlight
App UI Emulator Profiler
and XNA
Model Model integration
BG Agents
C# / VB.net Ad SDK
Gen GC SQL CE
Software
Architecture Development Environment
Silverlight 4 / XNA Framework
Camera, Sensors & Motion
Hardware
Foundation
SoC Chassis Spec
99 Windows Phone

10. Hardware Foundation Updates
Capacitive touch
4 or more contact points
Sensors Motion Sensor
A-GPS, Accelerometer, Compass, Light, Proximity,
Compass Gyro
Camera
5 mega pixels or more Improved
capability
detection APIs
Multimedia
Common detailed specs, Codec acceleration
Memory
256MB RAM or more, 8GB Flash or more
GPU
DirectX 9 acceleration
CPU
Qualcomm MSM8x55 800Mhz or higher MSM7x30
Hardware buttons | Back, Start,
Search
Windows Phone

11. Runtime – On “Screen” Tools
Sensors Media Data Location Phone Emulator
Phone Xbox LIVE Notifications Samples Documentation
.NET Framework managed code sandbox Guides Community
Packaging and Verification Tools
SCREEN
CLOUD Cloud Services Portal Services
Notifications App Deployment Registration Marketplace
Location Identity Feeds Validation MO and CC Billing
Social Maps Certification Business Intelligence
Publishing Update Management
Windows Phone

12. Software Architecture
Applications Your App UI and logic
Frameworks
Silverlight XNA HTML/JavaScript
CLR
App Model UI Model Cloud Integration
Xbox LIVE
App management Shell frame Bing
Licensing Session manager Location
Chamber isolation Direct3D Push notifications
Software updates Compositor Windows Live ID
Kernel
Security Hardware BSP
Networking A-GPS Accelerometer Light Compass Proximity
Storage Media Wi-Fi Radio Graphics
Hardware Foundation
Windows Phone

13. Two Flavors of Applications
 Modern XAML/event-driven  High performance game
application UI framework framework
 Rapid creation of visually  Rapid creation of multi-screen
stunning apps 2D and 3D games
 Metro-themed UI  Rich content pipeline
controls  Mature, robust, widely adopted
 500,000 developers technology
spanning Windows spanning
and web Xbox 360,
Windows,
and Zune
Windows Phone

14. Run-time improvements
Silverlight 4 Features Performance
• Implicit styles • Sockets • Gen GC
• RichTextBox • Clipboard • Input thread
• ViewBox • IME • Working set
• More touch • WebBrowser • Profiler
events (tap, (IE9)
double tap) • VideoBrush
14 Windows Phone

15. What you can do
 Write Silverlight and XNA Applications in C#
 Play and manage media
 Access phone address book and messaging
 Access Microsoft Cloud Services:
 Push Notifications
 Location
 Xbox Live *
 Sell your Solutions
15 Windows Phone

16. Integrating with the Phone
Camera Sensors Networking Data Launchers Controls
& Choosers
GPS Frame and
SQL CE Bing Maps Page
Access to Navigation
Sockets
the pipeline improvements
Accelerometer
E-mail
Phone
Compass
Contacts Performance
No need to Phone
Gyro Connection Number
capture the
Manager
image to flash
control Phone
Spatial Calendar Open Source
Framework Address on CodePlex
Chooser
Windows Phone

17. aka.ms/getphone
start building free – TODAY!

18. Developer and Marketplace
Public Sector Apps (Plus Demos)
What are PS Apps and
why should you care
about?
Windows Phone

19. Windows Phone

20. What is a Public Sector App?
 A public sector phone app is defined by the nature of its
feature-set and target audience – Citizenship, Federal,
State and Local Government, Education, Health and
Life Sciences. Such apps, desirably, would be linked to
open government data source(s) and/or cloud
services. A public-sector-classified application solves a
problem and/or addresses a need with either the
production, delivery and allocation of goods and
services by and for the government or its citizens,
whether national, regional or local/municipal.
20 Windows Phone

21. Open Government
Transparency
greater accountability, efficiency, economic opportunity via
government data being more open
Participation
effective opportunities to drive greater diverse expertise for
government decisions
Collaboration
generate new ideas for solving programs via cooperation across
government and with the public
22 Windows Phone

22. Apps, Apps, Apps (…Jun 2011)
Federal  131 Apps
State & Local Government  157 Apps
Education  261 Apps
Health and Life Sciences  244 Apps
23 Windows Phone

23. Public Sector – July 2011… Dec 2012
24 Windows Phone

24. What is “Open Data”?
It is the idea that certain data should be freely available to
everyone to use and republish as they wish, without
restrictions from copyright, patents or other mechanisms
of control.
25 Windows Phone

25. aka.ms/getazure
going up-up to the cloud

26. Open Data in Government
Government data made available in a
 Timely, accessible, non-proprietary
 Low-cost, generates more value than the data itself
 Stimulates community development and citizen
participation
 Key Focus (Local Government Data)
 Data is local and relevant to citizens (buy-in)
 Improve city services, expand their reach
 Create more livable cities
 Increased transparency/accountability
27 Windows Phone

27. Open Data and Social Media
Example: City of Vancouver – Burrard Bridge Trial
“Interestingly however, the City of Vancouver has opted to share the
raw data on a regular basis, as well as blog about the trial and give
citizens an opportunity to leave comments and feedback. Indeed, the
whole Burrard Street Lane Trial website - including twitter account and
facebook page - is a well organized affair. Unsurprisingly, the data
shows that the number of people cycling over the bridge has
increased significantly.” - eaves.ca, August 2009
29 Windows Phone

28. Crowdsourcing
 Tasks traditionally performed by an employee or contractor,
outsourced to a community.
 Public may be invited to develop a new technology, carry
out a design task (community-based design)
 Help capture, systematize or analyze large amounts of
data – source: Wikipedia
 Examples:
 Citizen Journalism
 NASA Be A Martian
 CitySourced
 UserVoice.com
 Eye on Earth
30 Windows Phone

29. Public Sector Apps Demos
• Sacramento Guide
• Sacramento Facts
• CADriverLicense
• rGov Congress
• Most Wanted
• HealthVault
• EyesOnEarth

30. Developer and Marketplace
User Experience (Metro)
A principal to make UX
indispensable!
Windows Phone

31. Windows Phone

32. Windows Phone

33. Windows Phone

34. Windows Phone

35. Windows Phone

36. Windows Phone

37. Windows Phone

38. Windows Phone

39. Windows Phone

40. Windows Phone

41. Metro @the_airport
Windows Phone 43

42. Metro
Windows Phone 44

43. Metro
Windows Phone

44. Principles
Light & simple
Typography
Motion
Content, not chrome
Honest
Windows Phone

45. Developer and Marketplace
Cloud (Azure & Data Market)
Data, Data, Data
Windows Phone

46. Windows Azure Platform
Reporting Data Sync
Building Block
Services
Access Service
Control
Caching
Bus
Core Services Compute Storage Database
Foundational Virtual Traffic
Services Network
CDN Manager
Windows Phone

47. Windows Azure Platform Data Centers
6 datacenters across 3 continents
Simply select your data center of choice when deploying an application
Windows Phone

48. Opportunities for Developers
Windows Phone

49. aka.ms/azuretrial
cloud before you buy
750 hours, 20GB storage, 20GB data
transfer, 1GB SQL Azure, 100,000 trans, 2
Service Bus Connections, 128MB
AppFabric Cache

50. Architecture
Windows Azure Storage
Information DataMarket
Workers
(Office,
PowerPivot, Marketplace WA Blob WA Web
Store Services
apps) Web Roles
(WA)
SQL Azure DBs
ODATA
Developer
(any
platform)
API Web
Roles
(WA)
3rd Party Clouds
Consumer
(Bing, Bing
Maps, Billing Monitoring Web
Databases
etc.) Services
Security Services
Windows Phone

51. Marketplace
Windows Phone

52. Data.Gov
Windows Phone

53. Developer and Marketplace
Monetization
Free or Pay…
Windows Phone

54. Joining the Marketplace
 You can register to be a member of the marketplace for
$99 per year
 Students can register for free via Dreamspark
 Registered developers can submit applications for
approval in the marketplace
 Marketplace members have their identity validated when
they join and are allocated a unique digital signature to
sign their marketplace submissions
 Join at: http://create.msdn.com
56 Windows Phone

55. Payment
 Developers can set a price for an application or give it
away for free
 Developers receive 70% of the price paid for the
application
 Payment starts once the developer has earned up to
$200
 The payment is made by bank transfer
 All payments are from the USA, which can cause some
issues
 Very good support on the developers site and the
Windows Phone Forums for this
57 Windows Phone

56. Free and Paid Applications
 Developers are limited in the number of
free applications they can make available
 Only 100 (!) free apps per developer per
year
 Can publish further free applications at a
extra cost of $20 per application
 Developers can publish as many paid
applications as they like
58 Windows Phone

57. Applications for sale
 Applications can be free or paid
 Developers can also allow customers to
use an application in “try before buy” mode
 Your application can determine which
mode it is running in by calling a status API
59 Windows Phone 59

58. aka.ms/webmatrix
oh, yeah! the web…

59. Developer and Marketplace
The End
Q &A
Windows Phone

60. 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.
© 2011 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.