Microsoft has attempted to challenge the dominance of Apple’s iPhone with the launch of a range of mobile phone services.
The technology corporation announced it was setting up Windows Marketplace, a rival to Apple’s leading iTunes Application service at the Mobile World Congress in Barcelona. Mobile phone users will be able to visit Marketplace in order to download games, tools and programmes.
Steve Ballmer, Microsoft’s chief executive, also announced that it was launching a new version of Windows Mobile operating system, with more efficient ways for users to transfer music, pictures and texts between their phone and computer.
Windows Mobile is a compact operating system combined with a suite of basic applications for mobile devices. Devices that run Windows Mobile include pocket PCs, smartphones and portable media centres.
Ballmer explained:
“We’re working with partners across the industry to deliver a new generation of Windows phones that break down the barriers between people, information and applications, and provide great end-to-end experiences that span your entire life, at work and at home.”
“We do so much better with a clear competitor in the space,” said Aaron Woodman, director of Windows Mobile consumer experiences at Microsoft.
He added:
“We recognise that consumers buy a phone, they don’t buy the software. For us, that’s very important, because it’s a recognition of a shift in our business. It marks a shift in our strategy.”
In addition to Windows Marketplace, Microsoft has outlined plans for a new version of its Windows Mobile operating system, which is used on millions of handsets worldwide.
Codenamed “Photon”, Windows Mobile 7 is a major upgrade that may be planned for release in 2010, with a beta is planned to be released to testers during November this year.