Microsoft's Windows Phone Store tops 9M daily transactions, targeted ads coming

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Application downloads and in-app purchases from Microsoft's (NASDAQ:MSFT) Windows Phone Store have eclipsed 9 million per day worldwide, said Todd Brix, senior director of the company's Windows Phone Apps Team.

"In recent years we've seen more than a 50 percent increase in app downloads and purchases during the busy holiday season of November and December," Brix added. "We expect this trend to continue this year."

Brix said Microsoft is partnering with several third-party mobile advertising networks to bring expanded ad serving opportunities to Windows Phone developers. "We expect to see a small increase in fill rate in October, with increasing growth expected over the coming months as more networks are integrated," he said, noting that later this month, Microsoft Advertising will make a unique device ID available to all third-party networks on the Windows Phone platform, a move to boost the relevance of each ad delivered to users. The ID is not linked to the user or to any personally identifiable information; consumers may opt out of targeted Windows Phone advertising here.

Microsoft is also revamping its Windows Phone developer payout schedule. "Beginning this month, Microsoft no longer waits to receive app sales proceeds from carriers before issuing payment to developers, a policy that on average was delaying payments 120 days or more for paid transactions made using the carrier billing payment instrument," Brix said. "Now all transactions via carriers will become eligible for payout after 30 days." According to Brix, developers are earning an average of three times greater revenue per active user in markets where carrier billing is offered, increasing to 6x revenue in emerging markets where credit card activity is limited. Windows Phone Store now offers 38 carrier billing connections in 26 markets.

Microsoft additionally released a retooled version of its Dev Center app, adding a series of requested features including tools for viewing app submission status and filtering customer reviews.

Windows Phone will solidify its position as the world's third-leading smartphone operating system over the next several years but will continue to trail significantly behind Google's (NASDAQ:GOOG) Android and Apple's (NASDAQ:AAPL) iOS, research firm IDC anticipates. Windows Phone will capture 10.2 percent of the worldwide smartphone market in 2017, increasing from 3.9 percent in 2013, IDC said earlier this month; Android will remain the unquestioned segment leader throughout the forecast period, although IDC believes the Google OS will slide from a 2013 market share of 75.3 percent to 68.3 percent in 2017 as the market matures and competition solidifies. iOS will also hold firm in second place, increasing from 16.9 percent worldwide market share this year to 17.9 percent in 2017.

For more:
- read this Windows Phone Developer Blog post

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