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Understanding Embarcadero AppWave - Blog de Marco Cantú

The Public Scenario

This last scenario, of course, could be used by the general public, far beyond large companies and their licensing problems. In this case you'll use a public apps- management cloud run by Embarcadero. You'll be able to buy software and move licences among computers. But, on the other hand, you'll be able to sell your software easily.
The Sale Scenario

The deal in terms of sales is much like any other app store, with 70% royalties to the developer, PayPal monthly payments, a yearly store fee (initially waived). Differently from some other stores, you'll be able to set your price, and also include free applications (maybe a limited version of your complete program). They mentioned a simplified approval process, but the idea to let competitors use the system. So the rules will be only to avoid illegal activities, obscenity, and the like. In a beta phase, the store will accept only distribution of free software or free versions, later it will allow paid tools and sales will be enabled. Being asked, they didn't provide a date.

Future plans also account for the option of selling Delphi components and creating pre-configured versions of Delphi for local distribution among team members... but this is not expected to be in the first release. Delphi components, for example, have a much more complex installation model than most Windows applications.