16 February 2010 | Author: D. Warburton Search Copywriter

Windows Phone 7 Series takes fresh approach to mobiles

Microsoft has taken a bold new direction with its new mobile platform. Rather than trying to turn the mobile phone into a mini-PC, the Windows Phone 7 Series focuses on providing easy access to social networking, music, video and mobile applications.

Having succeeded in restoring its reputation with Windows 7 in its core PC market, the Guardian reports that Microsoft is hoping to do the same for its previously unsuccessful mobile line.

The phone was unveiled by Steve Ballmer at the Mobile World Congress 2010 held in Barcelona, where the Microsoft boss admitted that the company had been forced to "retool and reform" its mobile software after failing to gain any significant market share.

"There is no doubt that the phone market is highly competitive, highly dynamic, super-exciting," Ballmer said.

"There was no question in our minds... that we needed and wanted to do something that was out of the box, clearly differentiated from our past and clearly differentiated from other things that are going on in the market.

"We're taking a big step. I hope seven's our lucky number."

The phone is expected to debut at the end of this year, and has already been snapped up by manufacturers such as HTC, LG and Samsung, with leading networks Vodafone, O2, T-Mobile and Orange all being expected to sell the phone in the UK. Microsoft's approach has raised issues however, as the company is demanding a very specific design for handsets that may prove unpopular if manufacturers are unable to differentiate their unique models.

The emergence of open source platforms such as Google's Android has also raised questions over whether Microsoft should consider adopting a similar model, as the software giant still charges manufacturers a licence fee to use its Windows phone software.

Ballmer confirmed that Microsoft's model of selling software to manufacturers would not change, and that the company would not take the approach of "vertical competitors" - implicitly Apple - who make both devices and software. He explained: "Their model is really clear, it's sell devices. We sell software to companies that make devices."

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