Windows Store expanding to new markets

From the time of our very first conversations about the Windows Store, we’ve been determined to deliver a global service – one that scales in every dimension. We want to support developers regardless of where they are, and give customers apps that match their interests, including local offerings. We’ve designed the Store to provide both developers and customers with flexibility and familiarity in their transaction options. We’ve seen millions of Consumer Preview app downloads, by people in more than 200 markets, which just confirms our responsibility to deliver globally.

But when you’re building a service at the scale of Windows, it needs to grow gradually and deliberately. Running the Windows Update service with hundreds of millions of client connections has taught us a lot about building, scaling, and securing such a service.

Up to now, the Consumer Preview Store has supported app submissions from developers in five markets, each with a dedicated app catalog (France, Germany, India, Japan and the United States), plus China. Customers outside of those markets see our “Rest of World” catalog. This is a start, and we’re pleased to have served so many millions this early in the release.

In the next significant preview release of the Windows Store service, we will significantly expand our global coverage. We will add 33 additional app submission locales for developers, bringing our total to 38 supported markets for submitting Metro style apps for Windows 8. We will also expand the number of market-specific app catalogs, from 5 to 26.

In addition we will expand the localization coverage of the pre-release developer portal as well, adding 7 new languages. When we release the next update to the Store service, you’ll be able to submit Metro style pre-release apps in any of 109 languages, as long as the app also includes a version in one of 12 app certification languages (an increase of 7 languages from the Consumer Preview).

In each dimension of the Store – developer portal, app submission markets, app certification, app languages, app catalogs – we are increasing the number of languages, consistent with our goal to keep improving and growing the service. All of this growth is, of course, still within the Windows 8 pre-release timeframe, so for those of you developers still waiting to see support for your locale, we appreciate the interest and will just continue to grow rapidly, as we have done since the Consumer Preview.

Beyond the Consumer Preview

The Windows 8 Consumer Preview has been downloaded by millions of customers, and we’ve gotten a lot of feedback and telemetry data that has helped us prepare for the final release. Soon, we’ll describe design changes we’ve made to the Store to address some of the early feedback. As part of the engineering transition to the next pre-release phase, as of April 16, we are no longer accepting Consumer Preview apps into the Store catalog.

The Store will continue to offer all the existing Consumer Preview apps and these apps will of course continue to run on the Consumer Preview build. This will help ensure we support developers in the transition to the next pre-release version of the platform.

Submitting apps

During this preview timeframe, only select partners can submit Metro style apps to the Store. If you are not already working with us directly on an app, you can become a candidate for preview Store submission by attending one of our Windows Dev Camps. The camps have already started, and hundreds more will run throughout the world over the next few months. They are free, designed and delivered by developers for developers, and will give you the information and tools you need, in a hands-on setting, to prepare your Metro style app for submission.

We’re excited to welcome developers from these new markets. We look forward to seeing you at a Dev Camp, checking out all the cool and interesting apps you come up with, and getting them published in the Store.

Comments (19)
  1. Jukary says:

    Quiero Zune Music Marketplace en Colombia…

  2. I would like to highlight an UX criticism that I know will be overlooked — one out of many I might add.

    Which is that if Microsoft is intending to expand Windows Store and it's ecosystem to several markets then this will mean end-users will see thousands of apps in different languages meant for different locales. Even in the Consumer Preview with it's limited number of apps it's a problem, so think about how users will feel when the store is flooded with foreign apps that they can't use or even want to see.

    To solve this problem you need to:

    A) Filter out all foreign apps which are not in the language the user has assigned to their account  

    B) Some users are multi-lingual or may be travelling and will want access to those foreign apps so you should provide an option in the settings to show apps in other languages (by default it should be off).

    By doing this you are thinking ahead and providing a solution to a problem that will obviously arise because the problems can be seen in the Windows Phone marketplace which is a mess.

    * FYI: "Make it easier to find apps in my preferred language" does nothing at all or whatever it did do was so subtle the problem still remains of seeing apps which are irrelevant.

  3. I know that you get a lot of these kinds of comments, but please consider adding Macedonia as a developer country. Many developers, especially students, would love to be able to publish their stuff on the official Windows Store.

  4. vantsuyoshi says:

    here what happened on windows phone marketplace, hope windows store can learn

    i live in indonesia

    a lot of apps + xbox live is not available to us who live in indonesia

    therefore we will change our location to united state instead of indonesia

    thats why everytime we hear about marketplace expanding,

    we as customer or developer basically don't care,

    we got less apps and no xbox live games after all

    unless every windows store is fair on its availability of apps and xbox live games

    the news of new windows store on new country is useless

    anyway as developer, we are more interested on payout availability to our country

    in the case of windows phone, global app publisher cost us more than what microsoft offer

    totally not fair

  5. Vrils says:

    this is great news from Microsoft, expanding your service will be soon appreciated in al those countries

    people want Windows phones but they need to be comparable to the competition in terms of apps and hardware

    keep up the good job of expanding in even more countries and you will get the respect that you deserve

  6. ixSci says:

    Are there any plans to add changes list to marketplace update feature? E.g on iOS when you see that some apps haev been updated you can see list of changes near the app icon in the update center. It is really important to see what has been changed since someone could wait for some special feature. Or someone could miss added feature if he doesn't know about it

  7. RBJ says:

    Please add more Arabian countries/Middle East.

    This is insulting.

  8. Juan Perez says:

    Please, add Dominican Republic to the list. I really want to develop for Windows 8!

  9. SCE says:

    Please add Balkan or Adriatic countries!!  Lots of innovation and eager developers here.

  10. Dev says:

    Please Add Algeria i want to develop apps for Windows 8

  11. kaso says:

    please include Nigeria..cause we are africa's tech hub

  12. Hard Undercover says:

    Please try and add the planet Mars to the app store, I believe there isn't a country here yet. Thanks

  13. Vlad says:

    When I try to register for the Dev Camp in Romania, I'm redirected to an useless page:…/EventDetail.aspx

    Useless, because there is no option to register on that page.

    The message on the page:

    Va multumim pentru participare si va asteptam si la actiunile noastre viitoare.

    (Thank you for participating and we also expect you at our future events).

  14. Anatoly says:

    Could you please add Moldova. We have a lot of .Net developers and companies that using Microsoft products to create the software.  

  15. sreesiv says:

    Great… This is massive scale out….

  16. Cro says:

    Great. But if you can buy an app in a country – then the devs from the same county should be able to publish apps.

    Please make availiable in Croatia !

  17. Ish says:

    When will all developers be able to submit apps to the market? I am not a partner, but am currently a devoted dev of windows phone, when I can I submit for windows 8 as well?

  18. Mac/iOS developer says:

    I wonder how long it takes for this Win App Store to actually happen.  Apple has a store running for a LONG LONG time and making good profits left and right.  Mac developers have a nice platform to publish stuff.  Where's Win/PC App Store?  What a shame.

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