Use separate components for shortcuts

Use separate components for shortcuts

Since the Start Menu and Desktop are different folders, we should
use different components for the shortcuts in those folders, given
that components operate at directory granularity.

Take the opportunity to use the newer style for installing shortcuts
and registry keys, and make the names more descriptive.

Increment the buildlevel to ensure new files are installed.

ticket: 7348 (new)
subject: Use more meaningfully named registry keys for shortcuts
queue: kfw
target_version: 1.10.4
tags: pullup