Following Apple's footstep (tell me something new) Microsoft has created Windows Mobile Marketplace for developers. Offers similar business model such as $100/year, 70/30 sales cut as well as similar application development and distribution policies.
I just signed up. Payed $100. Gave my company (Alifsoft) and banking information. Now it turns out, I need to purchase Windows Visual Studio to develop app. Visual Studio Express (free) edition will not work. Hmm.