Microsoft Build: Wooing Windows 8 Developers

At the company's much-anticipated developer's conference, Microsoft works on expanding its universe of third-party apps.

By Jonathan Hassell
Fri, November 02, 2012

Computerworld — At Microsoft's Build conference, held this week in Redmond, Wash., the software giant's main objective was to entice developers and programmers to go forth and create apps for the Windows 8 and Windows Phone 8 ecosystem.

The company has apparently succeeded in wooing at least the Microsoft faithful, although there are questions about how many existing and new customers will ultimately jump to the dramatic revision of the company's flagship operating system.

Microsoft CEO Steve Ballmer showed off a variety of devices running Windows 8, from a tiny 10-in. touchable tablet to a huge 82-in. Perceptive Pixel touch-enabled display. Along with those devices came the showcase of the Windows 8 software itself as Ballmer demonstrated how Microsoft's services make transporting settings, data and personalizations across a user's tablet, desktop PC and phone appear to be transparent.

Along with this transformation comes the necessity of encouraging and kindling an ecosystem of apps and value-added services from those outside of Microsoft. As the company wrote in its recent 10K filing with the Securities and Exchange Commission, "The strategic importance of a vibrant ecosystem increases as we launch the Windows 8 operating system, Surface devices, and associated cloud-based services."

Surface is Microsoft's new family of tablet computers.

Crystallizing the opportunity

During his keynote presentation on the first day of the conference, Ballmer outlined the number of potential users and devices that developers can target. According to Ballmer, there are 670 million Windows 7 users potentially upgrading to Windows 8, and 400 million new unique devices these customers have that can take advantage of at least some of the new features and the environment in Windows 8.

Ballmer also showcased the large marketing investment Microsoft is making to raise the awareness of Windows in the marketplace. "You won't be able to turn on a TV or open a magazine without seeing a Microsoft Windows ad," Ballmer said Tuesday.

How early Windows 8 sales figures compare

Microsoft reported that in the period from Friday, October 26, the first day that Windows 8 was available for purchase by consumers, to the morning of Tuesday, October 29, the company sold to end users at least 4 million licenses of Windows 8. It sounds like a big number, and it is, but around the time Apple's revised operating system OS X Mountain Lion was released, that company sold 3 million licenses in the same amount of time.

Given Apple's much smaller installed base, the percentage of Apple users immediately updating to the new operating system as compared with Windows users upgrading as soon as the product was available is much higher -- a data point that causes some to question whether Windows 8 will meet the same success that Microsoft has grown accustomed to. Others say it is the law of large numbers at work; with an installed base as large as Windows enjoys, it will necessarily take longer for the percentages to match.

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