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Tencent App Store and Microsoft Store Partner to Bring Mobile Apps to Windows

Tencent App Store and Microsoft Store reach cooperation

Microsoft just ended its support for Windows Subsystem for Android (WSA) and turned around to cooperate with Tencent App Store.

On May 28, Tencent announced an exciting collaboration with Microsoft Store at the Tencent App Store Cross-Platform Ecosystem Conference in Beijing. This partnership aims to bring Tencent’s extensive mobile content to the Microsoft Store, allowing Windows users to download and run mobile apps natively on their PCs. This seamless integration promises to enhance the user experience across devices.

Seamless Integration for Windows Users

With this partnership, Windows users will be able to search for mobile apps through various channels such as the Microsoft Store, Start Menu, Windows Search, and Bing. Once found, users can easily download and install these apps on their Windows devices, creating desktop shortcuts for quick access.

Lin Songtao, Vice President of Tencent, highlighted the significant opportunity in the PC market, noting the contrast between its large user base and the relatively limited content available. He emphasized the importance of PC and mobile ecosystem integration, aiming to provide technical, traffic, and commercialization support to mobile developers. This collaboration with Microsoft Store and Intel aims to drive the growth of the PC app ecosystem and deliver a superior cross-platform experience for users.

The Growing Need for PC-Mobile Integration

Market research indicates that while smartphone shipments and app numbers have declined recently, PC shipments remain stable with a high active user base of 500 million. PC users, who tend to have higher engagement and spending rates, only install an average of 26 apps compared to 68 on mobile devices. This disparity underscores the potential for growth in the PC app ecosystem.

Giorgio Sardo, General Manager of Microsoft Store, noted that the collaboration with Tencent will bring a seamless mobile app experience to Windows PCs across various architectures, including ARM. This partnership offers mobile developers new opportunities to showcase and promote their products on Windows devices through the Microsoft Store, Start Menu, Windows Search, and Bing. At launch, the Tencent section in the Microsoft Store will support over 1,500 mobile apps, enhancing the user experience. An AI app section is also set to debut soon in the Microsoft Store.

Innovations Driving the Integration

Tencent App Store for PC, launched in 2023, leverages Intel’s Bridge (IBT) and Celadon technologies to bridge the gap between x86 and ARM architectures. This innovation supports features like split-screen functionality and the use of PC hardware resources such as cameras, microphones, and location services. It also allows for multitasking and multi-window operation, enabling users to switch effortlessly between applications.

At the conference, Tencent and Intel announced significant upgrades to the cross-platform experience. The mobile app engine has been updated to Android version 13, introducing features like parallel view for dual-screen use and AI computing power sharing to enhance intelligent experiences. Platform performance has also been optimized, with improved graphics, high frame rate modes, and enhanced video performance, ensuring a high-quality experience on large screens. These enhancements cater to the diverse needs of the digital age, offering a smooth and stable cross-platform experience.

Opportunities for Developers

Tencent App Store aggregates a vast array of mobile apps, enriching the PC ecosystem with diverse content. For developers, the PC version of the Tencent App Store offers multiple growth and commercialization opportunities, supporting monetization avenues such as ads, in-app purchases, and a PC store. Notably, some games on the PC version have seen a 100% increase in new user growth compared to mobile-only releases, with PC payment scenarios accounting for over 40% of revenue.

Zhang Qichen, Deputy General Manager of Tencent’s Commercial Product Division, emphasized that the integration of PC and mobile ecosystems is progressing towards a more detailed and deeper stage. Key pillars driving this integration include cross-platform design, unified account systems, data synchronization, intelligence, and global layout. Tencent App Store is committed to collaborating with partners to advance the development of the PC-mobile ecosystem.

Future Prospects

Popular categories of mobile apps, such as gaming, entertainment, content creation, and education, are expected to see increased cross-platform demand. At the conference, industry representatives from various sectors expressed their anticipation for more cross-platform experiences in the future.

Intel’s Vice President and General Manager of Intel China’s Software and Advanced Technology Division, Dr. Li Ying, highlighted the shared vision with Tencent App Store to promote open, integrated, and computing power-sharing software services. The collaboration aims to leverage Intel’s platform strengths and Tencent’s expertise in the mobile app ecosystem to create a rich and excellent user experience.

As smart products and applications continue to proliferate, the trend of bringing Android virtual terminals to PCs is growing, with over a billion users in China alone. However, traditional Android virtual terminals face issues such as easy modification, high permissions, and the absence of identifiers. To address these concerns, Tencent App Store has developed security tools to prevent and control malicious software distribution and fraud through simulators. Additionally, Tencent is working with the China Academy of Information and Communications Technology to promote standardization for Android virtual terminal device identifiers, ensuring healthy and orderly industry development.

News from: Microsoft News Center

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