As a serial iPhone application developer, Seattle entrepreneur and lawyer Michael Schneider is exactly the type of person Microsoft would want to offer apps in the upcoming Windows Marketplace for Mobile, its answer to Apple's App Store.

After the Redmond company outlined its program for mobile-application developers this morning, I asked Schneider via email if it would be enough for him to consider making applications for Windows Mobile devices. Here's what he said.

"The single most important factor in whether I start developing for Windows Mobile will be if Microsoft can attract a large enough base of application customers. Apple's approval process is a pain for developers to deal with, but they have done an outstanding job of educating consumers on how to find and buy apps. If Microsoft does as much to drive traffic to their store as Apple has, the developers will come. 
 
"On the financial terms of Microsoft's marketplace, the terms seem to mirror Apple's, with the exception of the per application fee after five apps.  Personally, I would prefer it if Apple and Microsoft would charge more for the app review, but provide a faster review with more two way communications.  Microsoft seems to be moving in that direction, but I question how much personal attention developers can expect for $20-$100 per app.  Microsoft has an opportunity here to attract developers by providing better communication and a faster, less mysterious approval process.  From their press release, it looks like they are focusing on the right issues.
 
"My biggest concern about developing for Windows Mobile is dealing with the hardware differences in the available handsets.  The technical support and compatibility issues associated with supporting multiple device configurations is going to make developing for Windows Mobile much more work."

John Burry, CEO of Mobui, the Redmond-based mobile application agency, said Microsoft's promise of 70 percent revenue sharing and greater transparency in the certification process provides incentives for companies such as his to consider.

"Right now, with over 20 million iPhones sold and over 500 million applications downloaded the numbers are showing that iPhone owners are downloading an average of 25 mobile applications which is 5 times greater than the average smartphone owner," he said via email.

He added, "Microsoft's app store, like all the other mobile platform stores coming online, faces a challenging environment. However, we've learned in the past that Microsoft has proven it can come from behind and end up in a position of leadership."