Microsoft bets mobile market share on Windows Phone 7

Microsoft has announced its Windows Phone 7 operating system, which features integration with connected gaming service Xbox Live and media player Zune.

Windows Phone 7
Windows Phone 7

The computing giant wants to turn around its fortunes in the mobile industry with the launch of a range of phones in partnerhship with handset manufacturers this year.

HTC has already committed to building devices which use Windows Phone 7.

Microsoft has rival operating systems, such as Android, Apple and Symbian, in its sights as it battles to regain its share of the smartphone market.

According to figures released by Google-owned mobile ad network AdMob, Windows Mobile’s market share plummeted from 8% to 2% of overall smartphone traffic last year.

Windows Pone 7 is built around six hubs, comprising people, pictures, marketplace, music & video, gaming and office. Bing will also be closely integrated into the operating system.

Steve Ballmer, Microsoft’s CEO, said it was a dramatic change from both previous Microsoft operating systems and anything being done by rivals.

“There’s no doubt the phone market is highly competitive, dynamic and super exciting,” he said. “We needed to do things that were out of the box, different from our past and from others in the market.”

This story first appeared on

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here