Many mobile-software developers are focusing heavily on Apple's iPhone App store, but Microsoft is looking to steal some of that thunder by getting more of them making programs for Windows Mobile in advance of its own application store's launch later this year.

The company is seeking startups to participate in a "Mobile Incubation Week" April 13-17 at its Mountain View campus, to be followed by similar events in Europe and Asia. Here's how Brian Hoskins of Microsoft’s Emerging Business Team described it in a recent blog post.

"The event will feature technical gurus from Microsoft, technology veterans who have built their own Windows Mobile applications, and influential venture capitalists and industry experts. Our developers will lead interactive discussions, provide helpful advice, and facilitate actual application development on the Windows Mobile platform. At the end of the week, we’ll select a winner who will be eligible for prizes and special PR opportunities."

Microsoft executives have said that their problem isn't as much a lack of Windows Mobile apps, but rather a lack of a centralized place to find them. However, by scheduling these events, they're clearly acknowledging that those existing apps aren't nearly enough, and the company will need to bulk up the third-party ecosystem prior to the launch of the new Windows Marketplace for Mobile.

It's a safe bet that applications for touch screens will be a big focus, given the new touch features in Windows Mobile 6.5. The mobile marketplace, previously known by the code name SkyMarket, is scheduled to launch with the release of the Windows Mobile update later this year. Applications in the new Windows Mobile interface will have a dedicated page accessed by pressing the "Start" button.