Microsoft in new bid for foothold in mobile phone market

Microsoft today launched Windows Phone 7 as it bids to establish itself in the mobile market.

The technology giant claimed the phones marked "a new era in mobile gaming" by integrating them with their Xbox Live service.

Another feature of Windows Phone 7 is a start screen with "Live Tiles" software, which provides real-time information including email, news and social network updates.

The new handsets, which are being made by manufacturers including HTC, LG and Samsung, go on sale from October 21.

Steve Ballmer, chief executive, Microsoft, said: "We have a beautiful line-up in this first wave of Windows Phone 7 handsets.

"Microsoft and its partners are delivering a different kind of mobile phone and experience - one that makes everyday tasks faster by getting more done in fewer steps and providing timely information in a glance and go format."

Experts have claimed this could be Microsoft's final attempt to break into the smartphone market.

Ovum principal analyst Tony Cripps said the handsets were "the most important watershed in the smartphone market since the launch of Apple's first iPhone".

He added: "Microsoft has clearly also borrowed a lot from Apple's smartphone toolbox by tying the device and its user experience to some tempting content and application proposition, especially the long-awaited tie up with its impressive Xbox Live service.

"This should mark out Windows Phone 7 devices as favourites for committed gamers, although there's also plenty here for media hungry and web savvy users.

"If Microsoft does fail to make the headway we'd expect with Windows Phone 7, it may decide that it's not worth the time, expense and uncertainty of heading back to the drawing board again."

Meanwhile comedian and long-time Apple devotee Stephen Fry has praised the mobiles, saying "I have felt enormous pleasure using this phone".