Today in Anahiem, California, Microsoft hope to share some the the next generation of software and services to hordes of developers.
Expected announcements should come in the form of Windows 8 tablet demosand Windows Phone 7.5 final release dates.
"BUILD is where the full spectrum of hardware and software developers, from start-ups and entrepreneurs to those who work for the world's biggest brands, come together to get a deeper understanding of Microsoft's product road map," said Walid Abu-Hadba, corporate vice president of the company's Developer and Platform Evangelism Group.
First unveiled at the D9 conference in June, Windows 8 will let developers tap the operating system to deliver a variety of apps, including apps for tablet computers. If developers like what they see, it could help Microsoft stem the tide of OS defections.
Microsoft described this year's BUILD, which runs Tuesday through Friday, as a big-tent approach. The conference promises every developer an opportunity to leverage their existing skills and code assets; create apps that feel like a natural extension of the device they're running on, with no extra coding or testing required; take advantage of the full power of the devices their app will run on; and have an easy way to sell what they create.
"Developers are looking for ways to build a tighter relationship between a brand and its customers and create new types of ways to interact," said Jamin Spitzer, senior director of platform strategy in Microsoft's Developer and Platform Evangelism Group. "For the people who grew up with the web, or grew up building applications for mobile devices, exploiting the PC and building experiences on the world's most powerful devices is an amazing opportunity."