Microsoft to launch Widows Phone 7 powered devices

Microsoft is set to unveil today a range of devices powered by Windows Phone 7, the company's new OS offering for mobile phones, in its bid to offer tough competition to Apple's iPhone and handsets running Google Android.

Around five new devices running the new platform are expected to be launched by the company including handsets from HTC and LG.

Windows Phone 7 represents a dramatic shift form the IT giant's earlier mobile operating systems. The platform has been completely revamped, and now comes with a ''social interface'', with ''live tiles'' rather than icons that update continuously to reflect the latest updates made by friends on social networking sites, or emails and messages received.

Microsoft will launch a $400 million marketing and promotion campaign for Windows Phone 7, and has high hopes that the platform would help it win back market share from rivals including Apple and Google, as also Research in Motion, maker of the BlackBerry.

According to recent statistics from analysts at ComScore, smartphones running the Windows Mobile operating system account for 7.1 per cent of the UK market, while Google Android handsets account for 9.9 per cent, with BlackBerry devices at 16 per cent. Symbian enjoys the largest market share, at 37.3 per cent, with Apple's iOS platform coming close behind and accounting for 29.6 per cent.

Though according to early reviews, the new platform it has been well received some industry experts say the Windows Phone 7 would not quite boost the company's fortunes the way it perhaps anticipates and the lack of apps would be a major issue.