SMARTPHONE users will finally get a proper alternative to Apple's iPhone this week.Microsoft is set to take the wraps off its new mobile platform Windows Mobile 7 tomorrow, with journalists around the world invited to synchronised press conferences.
It's likely that several new phones running the platform will be revealed as well.
The launch will be a breath of fresh air for anyone who thinks the smartphone market has become a bit samey since the success of the iPhone.Unlike Google's mobile platform Android, Windows Phone 7 looks nothing at all like the market leader.
Android smartphones sometimes feel like open-source replicas of the iPhone, with an interface that's just a little too familiar.
Windows Phone 7 has a drastically different feel to it. It's as smooth and simple as an Apple product, but original enough to feel like something new.
One of the major differences is the home screen. Instead of a grid of apps, it's made out of "live tiles" that update dynamically as the content behind them — like email or Facebook — changes.
"The overwhelming feeling you get is that it pushes the mobile (interface) to a new level," said APCmag.com after a demonstration.
But even if the new platform takes off, Microsoft will have to play catch-up when it comes to content.
The software giant will not only have to convince developers to start making apps for its platform, but try to match the hundreds of thousands already available for its rivals.
Apple currently boasts more than 250,000 apps in its App Store. There are about 70,000 for Android phones.
As part of the Windows Phone 7 launch, Microsoft has retired its existing app marketplace for previous phone platforms.
Apps for the new platform will be available through the forthcoming Windows Phone Marketplace.
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