Microsoft has announced a global competition to find the next 'killer' app for its fledgling mobile OS platform, Windows Phone 8.
Dubbed 'Next App Star', the global competition will see 64 apps from around the world battle it out in a series of elimination rounds via public voting.
The last app standing will then feature in a primetime TV advertisement in the US – "to help your apps get more visibility with more customers," according to the Windows Phone Developer Blog.
The competition is open to developers worldwide and will accept new and pre-existing apps. All runners-up will receive a Nokia Lumia 920 smartphone and a one-year Dev Center subscription.
App submissions will be judged based on an equal weighting of user ratings and "app quality"; with a focus on how new Windows Phone 8 features are implemented.
Existing developers can have their entire apps catalogue automatically entered into the competition by registering at Microsoft's Dev Center by March 5th.
New developers must have their app published and live at the Windows Phone Store by March 5th to participate. Public voting will take place between 19th March and 8th April 8, 2013.
Interested parties can visit Microsoft's website for a full list of rules and regulations.
While it still lags behind Android and iOS in terms of app numbers, Windows Phone has amassed more than 100,000 apps since the operating system launched two years ago.
At last year's TechEd conference, Microsoft "developer evangelist" Dave Glover paid tribute to the efforts of local Windows Phone developers.
"Australia has been absolutely brilliant in terms of embracing the phone and getting applications out there," Glover said at the event.