With its release at the end of the year getting closer, developers are keen to know what exactly Windows Phone 7 might offer.

If MobileGamesBlog is to be believed, the framework Microsoft is currently building seems to be following a familiar path, with much of what's planned falling in line with industry standards. 

There are some interesting novelties though.

Marketing through Marketplace

The blog (written by Arjan Olsder, bizdev director at Pixalon Studios), enjoyed a hands-on with the OS earlier this week, and claims the Windows Marketplace will provide app marketing in a similar fashion to the App Store.

As such, the store will be themed around the featured app of the day, and the usual assortment of new, popular, featured and updated rundowns will make the line-up.

However, Microsoft also said it is looking to personalise Windows Marketplace to suit individual carriers.

It's possible Microsoft will sacrifice a share of its app sale revenue - which will follow the typical 70/30 split - to allow operators to participate in app promotion, offering their own respective lists or charts, for instance.

Lining developers' pockets

On a similar note, Microsoft intends to allow developers to source revenue from areas other than sales - such as subscriptions, or in-app advertising.

But the firm wants to play no role in either, taking no share of takings, nor providing the technology to generate them.

In terms of development, Microsoft is apparently keen to offer as much advice as it can in view of whether studios should work with Silverlight or XNA - the two development environments for Windows Phone 7.

It has previously offered guidelines, though employees reportedly told MGB Silverlight should be viewed as the primary tool for general app development, while XNA is more suited to games and any form of integration with Xbox Live.

Socking it to the small boys?

Such integration will initially be restricted to large publishers such as EA, with smaller developers being encouraged to work with the big boys for such link ups.

How this will play with independent studios remains to be seen - the worry being it might set a precedent for smaller outfits being left out in the cold.

Studios will be able to pick up development handsets through the developer portal, or activate retail units through the site - numbers initially limited to five per developer.

You can read more of MobileGamesBlog's thoughts on the website.