Windows 8 and Windows Phone 8 Over the air installation of applications

Is there a way to install signed applications live on windows 8 and on windows 8 platforms?

I am looking for something similar to distributing iOS wireless applications using itms-services: // . Basically, I want to direct users to a web page where they can download and install a signed application package on their device by clicking the link.

But it seems (from the information obtained from the available documentation) that Microsoft only allows the application to be installed using the Windows Store or Download on the side (in the case of Windows RT, 8 Pro and 8 Entreprise) or register phone users to distribute corporate applications (in the case of Windows Phone 8).

Are these the only methods available?

Thanks in advance.