MICROSOFT has unveiled a new mobile phone operating system to challenge smartphones such as the iPhone and BlackBerry.
Launched in Spain, the Windows Phone 7 Series system focuses as much on personal media functions as on business ones. Samsung, LG, HTC and Ericsson are expected to start selling phones using the system late this year.
A coalition of 24 telecom companies also announced an open platform for developing applications to work across all phone carriers, devices and operating systems. The move is seen as a direct challenge to Apple's App Store.
Joe Belfiore of Microsoft said the aim of the new system was to simplify smartphone use. A goal was to integrate functions that mean the most to people, including photos, contacts, video, games, music and work applications.
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