Nokia has been doing an outstanding job rebuilding not only their own brand, but that of Microsoft's mobile division too. But is hardware enough? Not at all (as many have pointed out). We've previously reported on Nokia and Microsoft investing €18 million on an app development program in Finland, but we'll need much more to combat the skeptical outsider comments and the lack of developer support from the big names - Rovio being a perfect example with Angry Birds (though they have since confirmed it is coming).
Cue the software giant. Mary Jo Foley from ZDNet has revealed some interesting presentation slides that show how Microsoft plans to tackle the above problems. The slides all point at a $10 million campaign over three years to round up developers and companies that aren't supporting the platform yet.
Ensuring that the quality bar remains high with apps by driving the message that highlights built-in features of Windows Phone over bolt ons (comparing with Android). It would appear from the first slide that Google's OS would be targeted in campaigns. The second slide simply states that the company would plan to bridge the gaps in the top 25 apps on other platforms. Pandora being another good example.
The remaining two slides illustrate the need to promote top apps and exclusives consistently, while actually capitalising on the exclusivity. What's interesting to note is the plan for offers to be used to drive platform awareness with ESPN sweepstakes, Xbox Companion and Live giveaways, and Univision sweepstakes as examples. For gamers, "price games at parity with iPhone" will be music to the ears with some titles on Windows Phone costing more than on iOS.