It looks like Microsoft is making a SIM card for Windows devices
It's unclear what the purpose of the app is as Microsoft does not make a SIM card for Windows devices and has not made its plans to launch such a service publicly known.
The Verge speculates that Microsoft is either looking to create a Mobile Virtual Network (MVN), which would use other mobile carrier's networks to deliver cellular service to Windows devices, or an Apple-like strategy of selling a SIM that enables access to other networks, such as Verizon or AT&T.
According to the app, the Microsoft SIM card will be tied to a Microsoft account, potentially cutting out carriers. "That means no fixed contract and no long term commitments to a mobile network operator," the listing reads.
Here is the whole app description:
Are you looking for a reliable, convenient way to stay connected everywhere you go, even when WiFi isn't available? The Cellular data app allows you to connect to a trusted nationwide mobile data network using only your Microsoft account.
Connect with - and pay for - a mobile data plan on your Windows 10 device using only your Microsoft account information. That means no fixed contract and no long term commitments to a mobile network operator.
Now you can buy and use mobile data at your own convenience. This is the easiest way to get online using a trusted nationwide network.
Purchase a plan via Windows Store anywhere network coverage is available. The Cellular data app can get you connected at any time with a secure, high-speed mobile connection.
This app is designed to work solely with specific Windows 10 devices and requires a Microsoft SIM card. Service is available in some markets and offers are for domestic plans only - international roaming offers will be available soon.
The app then goes on to detail how to sign-up for the service.
Business Insider has reached out to Microsoft to ask about the listing. We will update the post when we hear back.