Here's what Eric Mugnier, Senior VP at M&C Saatchi Mobile has to say:
"The tablet is a mobile device. From a media-buying perspective, it’s a mobile device. It has app stores and all the specifics of a mobile platform.
"But it’s not a question whether you need to have a split between tablets and smartphones. The prices will be different, the ad units will be different, and the way you engage with the user. You need to make sure you approach that platform differently in the same way you would approach an iOS versus Android buy."
Translation: There is a difference.
Presumably, much if not all the same guidelines would apply to the Marketplace for Windows 8 tablet apps that is currently in beta. The first Windows 8 tablets are expected to be rolled out this fall.
Much of the blog discussed standard trademark and copyright issues as well as guidelines for targeting app submissions into the right categories to enhance discovery.
But a section under the subhead “Refining our approach to content policy enforcement” aims to clarify what Microsoft’s Todd Brix says is an issue that affects all major app stores, namely, apps are “racy” or sexual in nature.