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MS、Windows ストアの詳細を発表。取り分は最大80%、アプリ内決済も自由化

Haruka Ueda
2011年12月7日, 午後12:25 in Microsoft
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マイクロソフトが "Windows 8"(しつこいようですがコードネーム)に組み込まれる予定のアプリストア Windows Store の詳細を発表しました。Windows Store はタイルデザイン / フルスクリーン / HTML5 ベースの Metro 環境用アプリを取り扱うオンラインストアで、Metro アプリはこの Windows Store 限定流通になります(エンタープライズ向けには別途窓口あり)。つまり、自由にソフトウェアを流通・導入できた、これまでの Windows 環境の中に、マイクロソフトが流通を管理する Metro 環境が入りこむという形。そもそも Metro アプリと従来アプリをどう共存させるのか注目される中、ビジネスモデルまで完全に区別されることになりますので、いざ蓋を開けてどうなるか今から気になるところです。

今回発表された Windows Store の主な原則は続きに掲載しています。



販売手数料:手数料30%、開発者の取り分は70%というのが定式化しているアプリストアですが、Windows Storeでは2万5000ドル以上の売上に達した人気アプリは、以降の取り分が80%と増加します。

開発者登録:ストアにアプリを申請できる開発者になるためには、個人の場合、年間49ドルが必要。企業登録の場合は年間99ドルです。

価格設定:有料アプリの場合、最低価格は1.49ドルから。5ドルまで0.5ドル刻みで、それ以上は刻み幅も大きくなります。

アプリ内決済:アプリ内決済にはもちろん対応しており、こちらも手数料は30%。また、アプリ自体の売上とアプリ内決済の売上が2万5000ドルを越えた場合、やはり手数料が20%に軽減されます。さらにアプリ内決済に関しては MS 以外の決済サービスを利用することも可能。この場合、もちろん MS は手数料を請求しません。アップル App Store のように Amazon Kindle などがコンテンツ販売に苦労することはなさそうです。

アプリ内広告:MSの広告サービスも、他社の広告サービスもアプリ内に導入できます。

トライアル:ストアに登録したアプリは「一行のコードも書かずに」、トライアルバージョンを提供することが可能とのこと。ストア側で利用期限などを管理する仕組みでしょうか。開発者は「ライト」バージョンを作る必要なし、とアピールされています。

検索:アプリページは Bing ほか一般の検索エンジンにもヒットするように作られます。これは App Store や Android マーケットに倣ってウェブページとしても作られるということでしょう。

IE10統合:開発者はウェブページにコード1行を加えることで、Windows Store のアプリダウンロードページへリンクするアイコンを IE10 向けに表示できます。

審査プロセス:申請した各アプリについて、審査状況を確認できるダッシュボードが提供されるほか、審査担当が利用する認証テストキットも公開されるため、開発者はアプリに問題がないかあらかじめ自分でチェックできるとのこと。

アプリストアというビジネスモデルはもはや新しいものではありませんが、今回の MS の発表は、手数料の軽減から、決済や広告の自由化まで、開発者をなんとか惹きつけようという意気込みが伝わるものと言えます。あとは面白いアプリが出てくるのを待つのみ、という感じでしょうか。ストアは100以上の言語、231の市場で展開される予定。アプリ申請受付は、来年2月から、まず無料アプリを対象に開始される計画です。



Windows Store Fact Sheet
December 2011

The Windows Store will make it easy for Windows customers to find, try and buy useful, high-quality apps from practically anywhere in the world. With code-named "Windows 8" and the Windows Store, developers can enjoy a built-in distribution and update mechanism for their apps. Built using HTML5 and JavaScript, the Windows Store is a fast, fluid, full-screen Metro-style app taking advantage of the Metro-style design principles inspired in Windows 8. Easy to build for, submit to and sell through, the Windows Store is designed with app discoverability and visibility in mind. The Windows Store will open its virtual doors to consumers and begin allowing for submission of free apps for Windows 8 Beta in late February.

Unparalleled Global Reach

The Windows Store will provide developers with the greatest opportunity of any platform, helping them reach millions of Windows 8-based PCs, desktops, laptops and tablets. The Windows Store will be global, enabling developers to sell their apps in 231 markets and in more than 100 languages. To make it easier and safer for customers, the Windows Store is the single source for Metro-style apps, with a side-loading feature for enterprises so IT professionals can manage and deliver apps and updates to their users with ease and confidence.

Maximizing Developer Revenue

Today, the industry standard is for developers to make 70 percent of every dollar spent on their apps. The Windows Store aims to maximize developer revenue and provide greater financial opportunity:

• Revenue model. Successful apps make more money on Windows by earning 80 percent of every dollar of revenue earned after passing $25,000 (U.S.) in total revenue. The first $25,000 (U.S.) is paid out at the industry standard 70 percent revenue share.
• Developer account. To sell apps in the Windows Store, developers must purchase an annual developer subscription of $49 (U.S.) for individuals, $99 (U.S.) for companies.
• App pricing. Developers can set the price of their app starting at $1.49 (U.S.), using $.50 (U.S.) increments up to $5 (U.S.). Increments increase at higher prices.
Flexible Business Models
The Windows Store will allow for flexible and innovative business models. Windows has long been about choice, and the Windows Store will put the developer in control:

• In-app purchases and transaction platforms. Developers using Microsoft's transaction service will earn 70 percent on revenue from in-app purchases until the app has earned $25,000 (U.S.). After passing that amount of gross revenue between the app sales and in-app purchase revenue, they will receive 80 percent share. Developers are also free to utilize alternate transaction services for in-app purchases other than the one provided by Microsoft, and Microsoft will keep 0 percent of the proceeds.
• Advertising. Developers can use Microsoft's ad platform or another third-party vendor.
Optimized for Discoverability
One challenge for today's developer is having apps stand out and be easily discoverable. A similar challenge exists for customers to search, locate and download the apps they want, from exciting new games to productivity tools they already know and trust on Windows. The Windows Store is designed with discoverability and promotion as top priorities:

• App listing page. Developers can use this space to pitch their app and provide details, including a description, features, screen shots, app reviews and capabilities.

• Trials. Developers can offer apps as a trial without writing a single line of code and set the trial period to reduce barriers to adoption and eliminate the need for "lite" versions.

• Curation and discovery. Algorithmically generated lists highlighting frequently downloaded apps by category complemented by curated spotlight and topic sections help consumers find and download the apps they want.

• Search. Although the Windows Store will be the primary vehicle for consumers to find and download apps, Microsoft helps app discovery outside the Windows Store. All app listing pages will be exposed to Bing and other search engines.

• Promotion through Windows Internet Explorer 10. Additional potential for visibility is built into Internet Explorer 10. With a single line of markup, developers can have an app site icon appear in Internet Explorer 10 that will take Windows 8 users directly to the listing page in the Windows Store to download the app.

Transparent Approval Process

The goals of the Windows Store app certification process are to ensure trusted, quality experiences for consumers while being as simple and transparent as possible for developers. Developers can test their app through the Windows App Certification Kit (ACK) and troubleshoot any technical issues before submitting to the Windows Store. After submission, they will be able to use the Windows Store Dashboard to watch their app every step of the way. The Windows Store App Certification Requirements (http://msdn.microsoft.com/library/windows/apps) detail criteria for testing and certifying apps for the Windows Store.

• App approval policies. In addition to technical certification, Microsoft will evaluate Metro-style apps against a set of clear and published policies before the app is ultimately published to the Windows Store. The full policy, based on core values, can be viewed at http://msdn.microsoft.com/library/windows/apps.

• Application Certification Kit. The new ACK, available now for the Windows Developer Preview, is a single tool for self-assessment to ensure all technical compliance required for apps. It improves on the Windows Software Logo Kit with a new, simplified user interface, improved multiuser tests and auto-detection of app type. The ACK includes automated tests looking for such things as app manifest compliance, app reliability and security, and proper use of platform-supported APIs. The ACK runs the same tests as those run during the submission process, so by using the ACK first, developers know if their app meets technical compliance and can troubleshoot issues before submission to the Windows Store, saving valuable time.

• Windows Store Dashboard. The new dashboard will help developers see where their app is in the submission process, with notifications every step of the way. After submission, the dashboard will provide useful app telemetry data, which allows developers to continually improve their apps. The dashboard will include the ability to view reports on downloads, revenue, usage, in-app transactions, customer ratings, market trends and crash data. These new reports will be consistent and actionable so developers can find and fix issues quickly and efficiently.

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