Microsoft is currently paying $100,000 for app developers to port their various apps to Windows Phone. This is pushing the Windows Phone Store to a new level, while BlackBerry sits on the hope developers will port their apps.
The company obviously believes third party influential apps are the key to mobile sales and despite being quite a bit behind both Android and iOS, the payments to developers are getting closer.
Windows Phone currently hold about 4% share of the mobile market, with iOS controlling about 20% and Android hitting a cool 70% of the market.
While this may seem like a big investment, Microsoft pays a lot for exclusivity and usage. They have paid publishers to develop only for Xbox One and have a $1 billion a year deal with Nokia to develop smartphones.