Answer:

Despite the relative late entry into the App publishing marketplace, Microsoft has provided many compelling reasons to develop for the Windows Platform. They understood that engaging with developers early and providing high quality tools would be critical for growing an extensive app ecosystem.

User Base

With 60 million units of Windows 8 sold (as of Jan 2013), the Windows 8 platform already has achieved a user base that can justify the investment required to build and develop a Windows App. Additionally, Microsoft has not limited access to the Windows Store for non-genuine computer systems. Windows is one of the most pirated software packages of all time, by allowing pirate copies to access the Windows Store, Microsoft has demonstrated a commitment to growing the user base and thus expanding the audience for any potential App developer.

The PC refresh cycle naturally builds operating system adoption. Even with the life time of a computer now extending past the 4 year mark, desktops and laptops are still selling at a staggering rate. Over 90% of the computers sold will be pre-loaded with Windows 8. By default the Windows ecosystem will grow to well over a billion users over 10 years, and most likely hit the 300 million user mark within 3 years of release. (Oct 2012)

The growing prevalence of the BYOC (Bring Your Own Computer) movement is blurring the lines between work and home system usage. Progressive companies are relaxing the traditionally draconian control of their user’s laptops and tablets and are allowing personal machines on their corporate environments. This will even further grow the adoption rate of the Windows 8 platform, as the operating system has been tuned and designed to work well in this fashion with built in support for corporate networks, profile segmentation, Microsoft Account linking, corporate Sky Drive integration, Office 2013, and various other features. Additionally, an App acquired through the Windows Store is available to a user regardless of which machine that they are logged in. This results in potential customers having access to their apps in home, mobile, and corporate environments. This is an unprecedented level of integration between the home and office experiences.

Developer Tools

Microsoft invested heavily across all their business division in Developers during the Windows 8 release cycle. This has resulted in a toolbox allowing for quality and expedient App development.

Modern App Templates

Visual Studio 2012 (the Windows 8 Development Suite) is bundled with several App templates that demonstrate and feature Modern App design and features. These templates may be easily customized to provide a stable and unique Windows App. Windows Apps like Bing and the New York Times leverage those same modern templates successfully.

Microsoft Account (formally Windows Live ID)

Traditionally, a registration process will drop user adoption dramatically. Industry standard is a 10% drop of adoption per click. With Windows Apps, Microsoft has provided access to the built in (or linked) Microsoft Account (Hotmail, Live, Messenger, etc…). With this feature user account registration and authentication may be accomplished automatically. Not only does a developer not have to create and secure an authentication system, but the process is transparent to the customers (Allow Access is requested on first App launch)

Monetization and Microsoft Advertising

As with most App market places, the Windows Store allows for Apps to be sold. Microsoft handles all of the payment processing and then pays out the developer once $200 worth of their Apps have been sold. The Windows Store has a graduated commission rate, where the first $20K of a given App sales are charge a 30% commission, however, all additional sales (for the lifetime of the App) are charged a reduced 20% commission. App pricing ranges from US $1.49 to $999.99 and international currency exchange rates are calculated by the Store.

In addition to App Sales, the Windows Store supports in-app purchases. This enables an App to be distributed as Free and then additional features sold inside the App. An example would be a Blackjack App that gives a user $500 in fake money every 24 hours. If they lose all their fake money, then they may purchase an additional $2000 of fake money for a $1.49 in-app purchase.

As with all internet enabled sites or Apps, advertising is a viable monetization option. Beginning with Windows Phone and then extending into Windows Apps, Microsoft offers a comprehensive advertising platform. The built-in tools allow for developers to seamlessly integrate a large variety of ad units into their Apps. Microsoft has taken Windows App ads to the next level by creating a rich experience regardless of the technology that the App itself uses. Each ad unit will refresh itself every 60 seconds inside of an App, this results in a significant higher impression rate than traditional web ads.

Early Adoption

The Windows Store has roughly 30,000 Apps in their offering catalog (Feb 2013). Even though this is a high enough number to make the Windows 8 platform compelling to consumers, it leaves a lot of room for early developer adopters. Apps that have dominated the Google and Apple market places have not solidified their place in the Windows Store. This provides an opportunity for enterprising organizations to enter a market with high user base upside and relatively limited competition.