2. New private distribution options: Developers can now choose to
distribute apps privately to users using two new options: beta and/or targeted
distribution. Apps distributed through these private distribution methods can
only be downloaded by users using a deep-link and the apps cannot be discovered
via browsing or searching in Marketplace.

• Beta Distribution: Enables developers to distribute pre-certified
  applications to a group of up to 100 access controlled beta testers for up to 90
  days. This distribution method gives you the opportunity to test apps with a
  hand-picked set of beta testers more quickly and build high-quality apps before
  publishing them in Marketplace.
• Targeted Distribution: Enables you to distribute applications through
  Marketplace in a hidden state, where they are not discoverable via browsing or
  searching Marketplace. To enable targeted users to access your hidden app you
  simply share the deep-link to the app with the users you want to have access via
  e-mail, text or other mechanism. Unlike beta distribution, you may distribute
  your app to as many users as desired and publish publicly in Marketplace at any
  time.