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The web-based Marketplace will let users select and buy any of the platform's 17,000 apps on a web browser and then send them directly to their Windows phones over the air.
When clarifying the service to Engadget, Microsoft said it expects most customers to download apps to a Windows phone over the air, but that if the Marketplace service is not activated on a cellphone, it will use SMS to turn on the over-the-air app service before software is downloaded and installed.
Microsoft added that users will also have the capability of sending themselves an email with a link to the app, but the company expects most users will instead let the apps install in the background.