Microsoft said Tuesday that it will more stringently enforce the "quality bar" of its Windows Apps Marketplace, including more rigorously enforcing prohibitions on provocative content.
In a blog post, Todd Brix, senior director for Windows Marketplace at Microsoft, said the company was publicizing four changes to how it planned to handle Marketplace apps.
The changes include: avoiding trademark issues by pulling apps for trademark misuse; cutting down on bulk publishing of apps; enforcing limits on the number of keywords describing the app; and enforcing existing policies on content, including blocking sexually suggestive apps.
Microsoft originally launched the Marketplace for Mobile in 2009, following the launch of Apple's App Store, Google's Android Market, BlackBerry App World, and Nokia's Ovi Store. But Microsoft's store has lagged behind, in part due to its relatively low mobile-OS market share, just 3.9 percent within the U.S., according to April data from comScore. However, Microsoft also separates out its app stores: Windows Marketplace for Mobile services Windows Mobile 6.x devices, while Windows Phone Marketplace, launched in Oct. 2010, is for Windows Phone 7 (or just Windows Phone) devices.
As of April 3, the Windows Phone Marketplace contained more than 80,000 apps, according to AllAboutWindowsPhone. That's a little less than a fifth of the number of apps in tne Android market, AppBrain estimated at press time.
AppBrain, however, estimated that about 31 percent of apps on the Android Market are "low-quality apps," or unlikely to be useful. The efforts by Microsoft's Brix are designed to "keep the quality bar high," he wrote.
According to Brix, some developers are essentially spamming Microsoft, submitting apps in multiple categories to increase their reach. The icons those developers submitted may also be similar; Brix said both practices would no longer be tolerated. Instead, developers need to pick a single category and different icons, rather than share branding.
Likewise, Microsoft pledged to crack down on apps that either submit more than the five keywords Microsoft allows, or - in a nod to search engine optimization - used keywords like "Justin Bieber" that have nothing to do with the app itself. Keywords that violate this policy, or that exceed the limit, will be pulled, Brix wrote.
Microsoft also pledged to crack down on a time-tested method of attracting eyeballs: sexy content. Like Apple, Microsoft bans outright pornography, and even suggestive content that goes beyond "swimsuit-issue" suggestiveness.
"Specifically, we will be paying more attention to the icons, titles, and content of these apps and expect them to be more subtle and modest in the imagery and terms used," Brix wrote. "Apps that don't fit our standard will need to be updated to remain in the store. This is about presenting the right content to the right customer and ensuring that apps meet our standards. We will also monitor customer reaction to apps and reserve the right to remove ones that our customers find offensive."
In addition, Microsoft encouraged developers to use suggestive, but not erotic, imagery in creating icons.
Finally, apps must also be compliant with copyright and trademark law; Brix said that Microsoft would pull apps that misuse trademarks, including the app's name, description, and screenshots. Some uses, such as "Reader for MSN," will be allowed if the developer doesn't use the MSN logo or otherwise imply that the app is published by Microsoft, Brix said.
For more, see PCMag's Top 10 Best Free Windows Phone 7 Apps slideshow below.
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