Aviary, the photo-editing technology company backed by investors including Amazon.com founder Jeff Bezos, today rolled out its new software development kit for Windows Phone apps, aiming to establish a beachhead on Microsoft’s nascent mobile platform.
The tools are free for Windows Phone developers to use in their apps.
Aviary, which also offers SDKs for Android and iOS, aims to make money by sharing revenue with its largest partners from selling premium content such as extra tools, effects and stickers through in-app purchases.
Microsoft hasn’t yet launched native in-app purchasing for Windows Phone, but Aviary hopes to see that capability debut in the near future, said Paul Murphy, chief operating officer with Aviary.
Initial Windows Phone apps using the Aviary SDK include the Rowi Twitter app and the Rekap photo collage maker. Others planning to incorporate the Aviary tools include 4th & Mayor and Postcard on the Run.
Aviary, which also offers web-based photo-editing tools, has said it was attracted to Windows Phone in part by Microsoft partner Nokia’s focus on photography in its devices. Murphy is a Microsoft veteran who worked as chief of staff for Stephen Elop, now the Nokia CEO, when Elop was president of the Microsoft Business Division.
Another motivation in targeting Windows Phone was Aviary’s desire to offer a cross-platform solution.
The startup, based in the New York area, originally announced plans for the Windows Phone SDK a few months ago. In the meantime, Aviary has also landed a deal to power the photo-editing tools on Flickr.