The first rule of Windows Marketplace for Mobile is that you don't subvert Windows Marketplace for Mobile

Up until now, Microsoft has taken a rather laissez faire attitude toward application development -- anyone with a copy of Visual Studio and half an ounce of coding know-how could whip up and share whatever little programs they want. That won't be the case inside Windows Marketplace for Mobile, Microsoft's answer to the App Store, and the company is now listing a number of guidelines that devs must follow for the fruits of their labor to be included. Top on the prohibited list? Apps that themselves sell other apps. Second rule of the Marketplace? No apps that link to apps that sell other apps. Also banned is VoIP over cellular networks, apps that run non-managed code (i.e. don't stay inside the sandbox MS has set up), anything that distributes a user's information, and downloads that are bigger than 10MB. Not mentioned? Anything to do with naughty content, meaning purveyors of explicit executables might not have to make concessions. Full list of 12 commandments after the break.

Update: In case you didn't figure it out for yourself, Arnoud from Tweakers.net wrote in with confirmation that the no-VOIP rule is in place at the request of the providers.

[Warning: PDF read link]

1. Applications that are or distribute alternate marketplaces for content types (applications, games, themes etc.) that are sold or otherwise distributed through Windows® Marketplace for Mobile.
2. Applications that link to, incent users to download, or otherwise promote alternate marketplaces for content types that are sold or otherwise distributed through Windows Marketplace for Mobile.
3. Applications that promote or link users to a website, or contain functionality within the application itself, which encourages or requires the user to purchase or pay to upgrade the application outside of Windows® Marketplace for Mobile.
4. Applications that enable VoIP (Voice over IP) services over a mobile operator network.
5. Applications that sell, link to, or otherwise promote mobile voice plans.
6. Applications that display advertising that does not meet the Microsoft Advertising Creative Acceptance Policy Guide http://advertising.microsoft.com/creative-specs.
7. Applications that replace, remove or modify the default dialer, SMS, or MMS interface.
8. Applications that change the default browser, search client, or media player on the device.
9. Applications with an OTA (over the air) download >10 MB.
10. Applications that run code outside Microsoft runtimes (native, managed, and widgets)
11. Applications that publish a user's location information to any other person without first having received the user's express permission (opt-in) to do so, and that do not provide the user a means of opting out of having their location information published.
12. Applications that publish a user's data from their mobile device to any other person without first having received the user's express permission (opt-in) to do so, and that do not provide the user a means of opting out of having their data published. A "user's data" includes, without limit, contacts, photos, SMS or other text communication, browsing history, location information, and other data either stored on the mobile device or stored in the "cloud" but accessible from the mobile device

[stab @ May 5th 2009 7:52AM]

1st rule of Windows Marketplace for Mobile is that we DONT talk about Windows Marketplace for Mobile.

[Aaron @ May 5th 2009 7:57AM]

The second rule of Windows Marketplace for Mobile is, you DO NOT talk about Win......wait, I got that wrong.

The second rule is no smoking.

[Eldiablo @ May 5th 2009 8:04AM]

MS have taken a leaf out of the Jedi Manual: These are not the Moble Apps you are looking for...

[sacapuntas @ May 5th 2009 8:34AM]

3rd rule of Windows Marketplace for Mobile is that we CAN'T use contractions. oh crap......

[iphonerulez @ May 5th 2009 8:53AM]

Good! I'm glad Microsoft has posted the 12 commandments of restriction. Now more developers will do an end run around Windows Marketplace for Mobile and turn it into a big fat zero for Microsoft. Developers, please distribute your own apps, breaking all the Microsoft commandments. Build your apps specifically to break all the rules. Show Microsoft that their mobile app rules are for losers. Write as many trojan and malware apps as possible to prove that the WinMo platform is open and beyond censorship by Lord Microsoft. I want to see porn apps, lots of raunchy porn apps. Forget "Pull my finger." I want to see "Pull my dingus." Build apps that specifically break rules 11 and 12. Send your data to all WinMo users whether they want it or not.

Turn the WinMo platform into the badboy of mobile platforms. Avoid Windows Marketplace for Mobile like the plague.

[Look_Around_You @ May 5th 2009 9:12AM]

Something less restrictive than the iBrand is going to send developers away to something more restrictive?

Um, ok.

Oh and I can still get apps from wherever I want without having to jailbreak a device.


Or let me guess, you just saw a WinMobile story and just came up with whatever oyu think the proper opposite view is just to troll.

[insky @ May 5th 2009 9:30AM]

Umm...are you talking to Microsoft or Apple there iphonerulez because it completely sounds like you're describing Apple and their App approval process.

[Dale @ May 5th 2009 9:51AM]

Aaron wins for the Spaced quote. :D

[JohnTitor @ May 5th 2009 11:03AM]

For those of you ready to flame, just remember that these rules apply to the marketplace not winmo as a whole. Winmo has been and still is relatively free of restrictions when making apps, you just don't get the exposure of an "app store" when you are distributing your own .cabs

[Steveorevo @ May 5th 2009 5:48PM]

MS Sandbox? Please, more like MS Litterbox. You can write a virus, err.. I mean 'App' that has parts that run in the background, suck up all CPU time, crash the phone all while not following a single UI guideline -because none of that has been thought out.

The result?

Cheap software fast. Without an ounce of quality or reliability.

!!! Its about the software Stupid !!!

[ED @ May 5th 2009 7:09PM]

But what's rule 34 of Windows Marketplace for Mobile?

[*Just some girl @ May 5th 2009 7:53PM]

Nice picture ;)

[Lionbacker steamID: detfan1957 @ May 5th 2009 7:52AM]

And if it's your first time at Windows Marketplace..... You have to program.

[JAmerican @ May 5th 2009 3:33PM]

Thank God all us Windows Mobile people can just add our own apps anyway and just not use the Marketplace. Isn't it great to have options. Instead, of be stuck using the App Store, I mean the Windows Marketplace for Mobile :).

You iPhone guys got to jailbreak for that too happen. No jailbreaking for us :). I'm lovin' it.

I bet this will get me Low Ranked :).

[Silviu @ May 5th 2009 7:54AM]

no 4 makes no sense to me. plus that 10 MB limit is kinda weird.

[Mike P @ May 5th 2009 8:10AM]

Ahhh, but it DOES make sense to the carriers, who don't like VOIP because it subverts their charge-by-the-minute model. Microsoft and Apple don't want to anger the carriers because they want their OS on the devices the carrier sells. This is a perfect example of how lack regulation is stifling innovation.

Because carriers are allowed to negotiate exclusivity deals with device manufacturers (and therefore the software developers for those devices), they wield a lot of influence.

[Jason @ May 5th 2009 8:15AM]

@Mike

It's completely irrelevant, since you can install any app whatsoever. This includes all those apps the carriers hate. Unless of course the next version of WinMo will remove the ability to install things via active sync. All they are doing is making a veiled attempt to appease the carriers by preventing users from using the MS app store on their winmo device, that still won't stop the users from legitimately installing a VOIP application when they get home from their browser. Now of course whether the TOS of that carrier permits the data to be used that way is another story (and yes we all know ATT and the other carriers explicitly state in the TOS that you are not to use VOIP/Skype type apps amongst other types, but who listens to them anyways)

[digitallysick @ May 5th 2009 8:15AM]

You would think they would not care what VOIP software you make. After all they just provide the OS and not the hardware/carrier

[tcc3 @ May 5th 2009 8:31AM]

This is why the MS app model is better for the user: A managed marketplace for promoting apps, and the ability to install whatever you need from 3rd parties.

[insky @ May 5th 2009 9:35AM]

You don't even need to us Active Sync. You can download the .cab file from the web using your phone and install it without ever having to connect to your computer. There's even a program that let's you hold you phone up to your computer screen and it automatically reads a barcode displayed on the screen and downloads the program.

[Alan Strangis @ May 5th 2009 10:04AM]

The 10 MB doesn't bother me, because HTC ships their phones with an excellent general purpose RSS reader (RSS Hub, based on Illum Softwares Newsbreak) that also catches audio and video podcasts with no filesize restrictions.

[KirbyMeister @ May 5th 2009 1:24PM]

@Mike P ("This is a perfect example of how lack regulation is stifling innovation.")

Yeah, because cellphone companies aren't already over-regulated by the FCC, as well as the regulatory mishmash that is getting cell towers built?

Cellphone companies are regulated way too much - that's why there isn't any real competition between them, since there's only about four cellphone companies in total, since the barriers to entry in this market are set about as high as the moon.

[ninja2126 @ May 5th 2009 7:56AM]

I'll stick to XDA Developers. :)

[Alan Strangis @ May 5th 2009 9:37AM]

Agreed. XDA FTW.

The fact that apps WILL be allowed in the wild, regardless of Windows Marketplace restrictions makes me feel better. If MS takes a page out of Apple's App Store playbook and stops allowing the indie developer from making whatever they want, I'm done with it.

[insky @ May 5th 2009 10:34AM]

Since I'm using a CDMA phone I'll stick with PPC Geeks.

[JAmerican @ May 5th 2009 3:35PM]

Since I use both CDMA and GSM depending how T-Mobile and Sprint are treating me, I'll use both :).

[SpeedySurfer @ May 5th 2009 7:56AM]

Does this mean you can't just write apps and release them anymore? If not, then this idea has no point.

[SpeedySurfer @ May 5th 2009 7:57AM]

I'm not against people distributing their own apps by the way.

[TT @ May 5th 2009 8:14AM]

No, you just can't release them via the Marketplace.

So this kinda makes sense, at least you don't have to jailbreak your phone in order to install apps that aren't released via the store...

[Kevin @ May 5th 2009 8:20AM]

I think the point is that if you want your application to be distributed through the marketplace you must meet these rules and conditions. I don't think they are going to stop the use of third party distributed applications (ie. applications hosted and distributed by the application creator) but will not host the application for you if you violate the terms.

I think they seem mostly reasonable... personally, I'd rather distribute on my own, but I do see the appeal of uploading your program and having microsoft/apple advertise and distribute your application for you. Then receive a check when people buy it.

[Alan Strangis @ May 5th 2009 9:39AM]

Like others said, you can still distribute any app you want on your own. You just can't put it in the Marketplace. Considering the millions of WinMo users already used to getting apps from wherever, it's a decent balance.

We just need one of those alternate stores to take off to be the parallel to Marketplace with no restrictions.

[namtastic @ May 5th 2009 4:54PM]

It just means that for your typical novice application like a fart soundboard or a shake-to-roll-the-dice app, you can drop it in the Marketplace for maximum eyeballs and minimum fuss. And if you write apps for advanced users, such as SSH/Remote Desktop/VOIP/etc. etc., you can continue to promote and sell them yourself as you always have -- the point being, advanced users will know they can install their own apps without the Marketplace.

[thisisit @ May 5th 2009 8:05AM]

YES!!!
WINMOFTW!!!

[larvaetron @ May 5th 2009 8:09AM]

The spammer does indeed type some neutral comments!

[Mark @ May 5th 2009 8:18AM]

Microsoft is like the dolled up old wrinkly cougar still hitting the clubs trying to prove she's hot.

[Kevin @ May 5th 2009 8:33AM]

I have no idea what you are talking about...

[gm76 @ May 5th 2009 12:55PM]

...so here's a bunny with a pancake on its head.

http://i42.tinypic.com/2zdp2yb.gif

[makoto42 @ May 5th 2009 8:19AM]

I'm not interested in WinMo, however I don't see this being a big deal so long as they don't block the current ways of distributing content. I fully expect app stores to have lots of restrictions (any large company is going to have lawyers forcing careful language, and they do have their agendas as well). Apple's problem is that it is the only 'legitimate' way to get applications on the device. This means it is not merely a convenience for the user, but rather a channel to push an Apple agenda. I'm keeping a close eye on the Pre to make sure 'jailbreaking' is not required to install third-party apps without a central approver.
As to Microsoft's rules:
1 - 3: This is not without purpose, it enforces this marketplace as a definitive consistent experience, without branching and convoluted systems. I wouldn't expect any app store to encourage a weird, complex branching scenario for app stores. If I want an alternative, I'll load it without using the first app store.
4 & 5: Probably lawyer required. MS has deals with carriers and could probably be sued if they are distributing those applications.
6: I'm not bothering to read their guidelines, but in general they probably have some consideration for software they host adhering to certain standards they wrote for their own software. This is probably the most odd and potentially intrusive on third-party developers.
7 & 8: Preventing confusion of users of primary functions of the device. MS views customization as the enemy of ease-of-use.
9-12: Protect themselves from customer liability. If a customer incurs large data-roaming fees, MS might think they have a problem (I don't think this is a large risk, but that's probably the rationale). If something runs outside their sandbox, it is probably more of a risk with regards to malware. The privacy implications of 11 and 12 and liability are self-evident.

[adnshum @ May 5th 2009 8:25AM]

Apps Store/Marketplace are for idiots

[ill trooper @ May 5th 2009 11:08AM]

Whoa! Super against-the-grain AT-TI-TUDE!

Party!

[r3loaded @ May 5th 2009 8:29AM]

Well, unlike Apple, at least they're making their guidelines pretty clear.

[Sarig @ May 5th 2009 8:33AM]

Don't see any problems with these, since installing the good old fashioned way actually works on Windows Mobile, as opposed to other platforms ;)

[strider_mt2k @ May 5th 2009 8:35AM]

Looks like I won't be using this "service".

This is a typical MS move right here:

Try to create a need in people for something around something else as opposed to simply creating something that people need.

Balmerism

[superhobo @ May 5th 2009 9:13AM]

At least they let you not use the service.

[Alan Strangis @ May 5th 2009 9:46AM]

I gotta disagree with the 'not using the service' thing.

Since the end user isn't limited to using the service, Windows Marketplace is much more comparable to choosing to shop at Frys instead of Best Buy. You can always cross the street, and that's a good thing.

Now, I wonder if devs can sell an app in the Marketplace as well as directly to the end user.

What we need is one of the 3rd party app stores being built by various XDA devs to take root as the unofficial alternative.

[maipaese @ May 5th 2009 8:47AM]

It looks exactly like an iphone!

[David S @ May 5th 2009 10:52AM]

Except it's exactly not!

Shake your babies to your heart's content.

[Kyle H @ May 5th 2009 8:53AM]

These don't seem all that unreasonable to me at all to be honest. They aren't stopping side-loading, but what they are saying is you want to be part of our store these are our terms. Everyone has the option to go find apps that do whatever they want, but those that want to hit that broader market and get the exposure from being in the central store need to do this. It is essentially the model Palm is looking at for the Pre (based on the limited information we have), centralized store but side-loading permitted. This is at least better than the apps denied entry to the store no recourse but jail-breaking model from Apple.

[superhobo @ May 5th 2009 9:14AM]

Pretty fair.

[Bobsley @ May 5th 2009 9:18AM]

Trent Reznor will be mad... very mad.