With its share of the growing smartphone operating system market sliding away, Microsoft CEO Steve Ballmer took to the stage in New York today for the official launch of Windows Phone 7. Intended to be a new beginning for the company whose ailing Windows Mobile OS has been struggling against rivals, ten different handsets will run the redesigned OS at launch and it will be supported by 60 mobile operators from 30 countries around the world.
Windows Phone 7 Features
Originally unveiled in February during the Mobile World Congress in Barcelona, Windows Phone 7 has already been receiving a positive response from many critics, including Wired, who called it a 'game-changer' and 'a radical reinvention'.
Instead of icons used on devices like the iPhone and smartphones powered by Android, the interface features tiles that display snippets of information as new content is received, such as emails and friend updates. The People Hub aggregates a range of information about the user's contacts which it sources from the address book, Hotmail, Facebook and more.
The business market is a major focus for the new OS and it's here that it scores spectacularly with superb integration with other Microsoft applications, including Outlook, Word, PowerPoint and SharePoint. During the launch event, Joe Belfiore (director of Microsoft's Windows Phone Program) demonstrated how calendar conflicts from meeting invitations can be displayed in context and how PowerPoint attachments can be launched from emails. Content from SharePoint and other applications can also be synchronised.
Windows Phone 7 also offers features that will excite consumers, including the Music & Video Hub that allows for custom playlists and is compatible with Microsoft Zune devices and the Zune Marketplace. There's also the Pictures Hub that collects together not only pictures stored on the phone but those taken by friends and posted to Facebook and Windows Live. A Games Hub not only supports top titles like Need for Speed: Undercover and The Sims 3 but also features integration with Xbox Live, including the sharing of avatars, game scores and achievements as well as connecting with friends.
Like other smartphone operating systems, apps can be downloaded to customise the user experience and these include Facebook, Twitter and eBay.
Windows Phone 7 Handsets
A total of ten new touchscreen handsets running the OS were unveiled by manufacturers today, including HTC and Samsung.
Among the best is the HTC HD7, featuring a 4.3-inch display, a 1GHz Snapdragon processor, 16GB of built-in storage and a 5 megapixel camera with dual LED flashes which can record HD video. The HTC 7 Surround has a smaller 3.8-inch display but features a slide-out speaker capable of Dolby Surround Sound.
Also impressive is the Samsung Focus, looking like a Windows Phone 7 version of the hugely popular Android running Samsung Galaxy S with its 4-inch Super AMOLED display, 1GHz processor and 5 megapixel camera. The Samsung Omnia 7 offers a similar specification and will be launched only in Europe.
Dell and LG are also supporting the new OS. The Dell Venue Pro couples a 4.1-inch scratch-resistant AMOLED display with a slide-out QWERTY keyboard, together with a 1GHz processor and 5 megapixel camera. The LG Optimus 7 has a 3.8-inch display and also has a 1GHz processor and 5 megapixel camera.
The other announced Windows Mobile 7 smartphones are the HTC 7 Trophy, HTC 7 Mozart, HTC 7 Pro and the LG Quantum.
Can Windows Mobile 7 Compete with Rivals?
According to a report issued by Gartner in August, the worldwide market share for smartphones increased 50% in the twelve months up to the second quarter of 2010. Symbian remained the top operating system with a 41% market share and Blackberry were in second place with 18%, closely followed by Android with 17% and the iPhone with 14%. Microsoft Windows Mobile was far behind with just 5%, down from over 9% twelve months before.
Microsoft will be hoping to regain momentum with the official launch today of Windows Phone 7 and its radically different interface and excellent choice of handsets from major manufacturers may take market share from rivals.
The first smartphones featuring the new OS will be available in Europe before the end of October and in the US in November. AT&T, T-Mobile and TELUS will be supporting Windows Phone 7 in North America. In the UK, O2, Orange, Three, T-Mobile and Vodafone have all announced their support.
Jason Glover - Jason Glover has worked in the marketing teams of major companies for over twenty years, including over ten years in online marketing ...
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