Microsoft details four new Windows Store app types: Web, desktop, Android, and iOS – Mobile Ecosystem Weekly

Happy Friday! Here is a roundup of some important mobile news from the past week: 

VentureBeat: Microsoft details four new Windows Store app types: Web, desktop, Android, and iOS, by Emil Protalinski, April 29th, 2015 

At Build 2015 today, Terry Myerson, Microsoft’s executive vice president of operating systems, announced four new ways to get apps into the Windows Store. Developers can reuse their Web code, Windows desktop applications (.NET code), Android apps (Java and C++), and iOS apps (Objective C). For a long time now, Microsoft has been exploring various ways of offering Android apps on Windows and Windows Phone, including by way of an emulator, similar to how BlackBerry allows Android apps to run on its devices. Today, Myerson finally pulled back the curtain on the company’s plan: This support will be available via four new SDKs, which will let developers use an existing code base to integrate with the Universal Windows Platform, and then distribute their new app through the Windows Store.

TechCrunch: Apple Invites Developers To Test Its New “App Analytics” Service, by Anders Lassen, by Sarah Perez, April 30th, 2015

Ahead of its annual WWDC developer conference in June, Apple has opened up beta access to a new mobile app analytics service aimed at iOS developers. Simply called “Apple’s App Analytics,” an announcement inviting developers to request early access to the service appeared today on the iTunes Connect developer portal. Those with an iTunes Connect account can also reach the sign-up page using the direct link to the announcement, the new service will allow developers to learn how customers “discover and engage with your apps.” Access to the service will be granted on a first-come, first-serve basis, says Apple, which means that not everyone who requests an invite will be allowed in, it seems.

SiliconANGLE: Cost of acquiring mobile users is now over $3 each, says Fiksu, by Eric David, April 30th, 2015

 Mobile marketing company Fiksu Inc has released a new report with its Cost per Loyal User index (CPLU), which “measures the cost of acquiring a loyal user for brands who actively market their apps,” and it found that the costs associated with acquiring mobile users is now $3.09. While that figure is only 10 percent higher than the previous month, it represents a surprising 113 percent increase year-over-year. “This relentless growth is representative of a larger trend, reflecting the expanding power of mobile marketing to reach app users and the rising costs happening in parallel,” Fiksu noted in its report. “Entering another record-breaking month, marketers and brands must face the inevitable rising tide: mobile marketing is maturing and becoming more expensive. ”

Techno Buffalo: Google Now grows more powerful with custom voice actions by Todd Haselton, April 30th, 2015

Google Now is already really powerful. You can use it to set reminders, control parts of your smart home, check the weather and more. Now it’s about to get a heck of a lot more powerful, thanks for third party support for custom voice actions. Custom voice actions allow you to say commands like “OK Google, watch trailer for Inception on Flixster,” or “scan my receipt on Wal-Mart,” Google explained in a blog post. We’re not sure how the latter command actually works, but the ability to launch specific tasks inside of third party apps is pretty amazing. Early partners on the feature include TuneIn, Shazam, Zillow, Trulia, TripAdvisor, Instacart and, Droid-Life said.

Mobile Marketing Magazine: One in Five In-app Ads Not Viewable by David Murphy, April 26th, 2015

Integral Ad Science, which provides brands and agencies with actionable media evaluation intelligence and technology, has released its Media Quality Report for Q1 2015. The report, based on the analysis of hundreds of billions of impressions each quarter, introduces the first segmented international media quality metrics; and reveals the industry’s first mobile in-app viewability benchmark.