Windows Phone 7 Series is official, and Microsoft is playing to win

Windows Phone 7 Series. Get used to the name, because it's now a part of the smartphone vernacular... however verbose it may seem. Today Microsoft launches one of its most ambitious (if not most ambitious) projects: the rebranding of Windows Mobile. The company is introducing the new mobile OS at Mobile World Congress 2010, in Barcelona, and if the press is anything to be believed, this is just the beginning. The phone operating system does away with pretty much every scrap of previous mobile efforts from Microsoft, from the look and feel down to the underlying code -- everything is brand new. 7 Series has rebuilt Windows Mobile from the ground up, featuring a completely altered home screen and user interface experience, robust Xbox LIVE and Zune integration, and vastly new and improved social networking tools. Gone is the familiar Start screen, now replaced with "tiles" which scroll vertically and can be customized as quick launches, links to contacts, or self contained widgets. The look of the OS has also been radically upended, mirroring the Zune HD experience closely, replete with that large, iconic text for menus, and content transitions which elegantly (and dimensionally) slide a user into and out of different views. The OS is also heavily focused on social networking, providing integrated contact pages which show status updates from multiple services and allow fast jumps to richer cloud content (such as photo galleries). The Xbox integration will include LIVE games, avatars, and profiles, while the Zune end of things appears to be a carbon copy of the standalone device's features (including FM radio).

Besides just flipping the script on the brand, the company seems to be taking a much more vertical approach with hardware and user experience, dictating rigid specs for 7 Series devices (a specific CPU and speed, screen aspect ratio and resolution, memory, and even button configuration), and doing away with carrier or partner UI customizations such as Sense or TouchWiz. That's right -- there will be a single Windows Phone identity regardless of carrier or device brand. Those new phones will likely look similar at first, featuring a high res touchscreen, three front-facing buttons (back, start, and perhaps not shockingly, a Bing key), and little else.

Carrier partnerships are far and wide, including AT&T, Deutsche Telekom AG, Orange, SFR, Sprint, Telecom Italia, Telefónica, Telstra, T-Mobile USA, Verizon Wireless and Vodafone, while hardware partners include Dell, Garmin-Asus, HTC, HP, LG, Samsung, Sony Ericsson, Toshiba and Qualcomm. We're told that we likely won't get to see any third-party devices at MWC, though Microsoft is showing off dev units of unknown origin, and the first handsets are supposed to hit the market by the holidays of this year.

We had chance to go hands-on with a device before the announcement, and we've got some detail to share on just what the experience is like, so click here to read our hands-on impressions (with lots of pics and video on the way!).

Windows Phone 7 Series Interface

Windows Phone 7 Series live gallery

Show full PR text

Microsoft Unveils Windows Phone 7 Series

New phones designed for life in motion to debut at holiday 2010.

BARCELONA, Spain - Feb. 15, 2010 - Today at Mobile World Congress 2010, Microsoft Corp. CEO Steve Ballmer unveiled the next generation of Windows® Phones, Windows Phone 7 Series. With this new platform, Microsoft offers a fresh approach to phone software, distinguished by smart design and truly integrated experiences that bring to the surface the content people care about from the Web and applications. For the first time ever, Microsoft will bring together Xbox LIVE games and the Zune music and video experience on a mobile phone, exclusively on Windows Phone 7 Series. Partners have already started building phones; customers will be able to purchase the first phones in stores by holiday 2010.

"Today, I'm proud to introduce Windows Phone 7 Series, the next generation of Windows Phones," said Steve Ballmer, chief executive officer at Microsoft. "In a crowded market filled with phones that look the same and do the same things, I challenged the team to deliver a different kind of mobile experience. Windows Phone 7 Series marks a turning point toward phones that truly reflect the speed of people's lives and their need to connect to other people and all kinds of seamless experiences."

Designed for Life in Motion

With Windows Phone 7 Series, Microsoft takes a fundamentally different approach to phone software. Smart design begins with a new, holistic design system that informs every aspect of the phone, from its visually appealing layout and motion to its function and hardware integration. On the Start screen, dynamically updated "live tiles" show users real-time content directly, breaking the mold of static icons that serve as an intermediate step on the way to an application. Create a tile of a friend, and the user gains a readable, up-to-date view of a friend's latest pictures and posts, just by glancing at Start.

Every Windows Phone 7 Series phone will come with a dedicated hardware button for Bing, providing one-click access to search from anywhere on the phone, while a special implementation of Bing search provides intent-specific results, delivering the most relevant Web or local results, depending on the type of query.

Windows Phone 7 Series creates an unrivaled set of integrated experiences on a phone through Windows Phone hubs. Hubs bring together related content from the Web, applications and services into a single view to simplify common tasks. Windows Phone 7 Series includes six hubs built on specific themes reflecting activities that matter most to people:

People. This hub delivers an engaging social experience by bringing together relevant content based on the person, including his or her live feeds from social networks and photos. It also provides a central place from which to post updates to Facebook and Windows Live in one step.
Pictures. This hub makes it easy to share pictures and video to a social network in one step. Windows Phone 7 Series also brings together a user's photos by integrating with the Web and PC, making the phone the ideal place to view a person's entire picture and video collection.
Games. This hub delivers the first and only official Xbox LIVE experience on a phone, including Xbox LIVE games, Spotlight feed and the ability to see a gamer's avatar, Achievements and gamer profile. With more than 23 million active members around the world, Xbox LIVE unlocks a world of friends, games and entertainment on Xbox 360, and now also on Windows Phone 7 Series.
Music + Video. This hub creates an incredible media experience that brings the best of Zune, including content from a user's PC, online music services and even a built-in FM radio into one simple place that is all about music and video. Users can turn their media experience into a social one with Zune Social on a PC and share their media recommendations with like-minded music lovers. The playback experience is rich and easy to navigate, and immerses the listener in the content.
Marketplace. This hub allows the user to easily discover and load the phone with certified applications and games.
Office. This hub brings the familiar experience of the world's leading productivity software to the Windows Phone. With access to Office, OneNote and SharePoint Workspace all in one place, users can easily read, edit and share documents. With the additional power of Outlook Mobile, users stay productive and up to date while on the go.
Availability

Partners from around the world have committed to include Windows Phone 7 Series in their portfolio plans. They include mobile operators AT&T, Deutsche Telekom AG, Orange, SFR, Sprint, Telecom Italia, Telefónica, Telstra, T-Mobile USA, Verizon Wireless and Vodafone, and manufacturers Dell, Garmin-Asus, HTC Corp., HP, LG, Samsung, Sony Ericsson, Toshiba and Qualcomm Inc. The first phones will be available by holiday 2010. Customers who would like to receive additional information about Windows Phone 7 Series and be notified when it is available can register at http://www.windowsphone7series.com.

To watch the full replay of Steve Ballmer's press conference at Mobile World Congress, and to experience Windows Phone 7 Series through an online product demo, readers can visit http://www.microsoft.com/news/windowsphone.

[mikejsyndrome Posted Feb 15th 2010 9:03AM]

Um... was this supposed to be posted now? The press conference hasn't started yet.

[mikejsyndrome Posted Feb 15th 2010 9:05AM]

@mikejsyndrome

Nevermind, but it sounds awesome though!

[wywywywy Posted Feb 15th 2010 9:08AM]

@mikejsyndrome
Errr... preemptive journalism?!

[m1lt0n Posted Feb 15th 2010 9:29AM]

@mikejsyndrome
It's called "time zone".

[unwynd Posted Feb 15th 2010 9:30AM]

well, this definitely raises the table stakes!

[Poobla Posted Feb 15th 2010 9:46AM]

@unwynd
I can't wait to get my hands on a phone with this (possibly the HD2). But I can't help but feel that eliminating Sense they just stomped on all their winmo 6 users. I agree that a tighter mobile os should require some standardizing, but making every phone the same cold soulless copy seems to ruin the main reason I enjoyed Windows Mobile.

[skyblaze Posted Feb 15th 2010 9:54AM]

@mikejsyndrome

i just wanted to say... look at the reception here compared to the ipad... not tryna troll... just saying theres a massive difference here and you can easily tell who really put out effort in their next big thing. engadget's words could never be truer: microsoft's playing to win.

[mikejsyndrome Posted Feb 15th 2010 10:09AM]

@skyblaze

I agree completely. Microsoft is not messing around.

[iCello Posted Feb 15th 2010 10:12AM]

@skyblaze Yes! You are normally a troll, but I completely agree with you. I'm an apple fanboy, but the iPad sucks, while this is awesome

[skyblaze Posted Feb 15th 2010 10:19AM]

@iCello

me? i troll? normally?? i must've missed the memo.....

[RitchieTheBrit Posted Feb 15th 2010 10:42AM]

@skyblaze

Hey, Skyblaze. What's happening? We need to talk about your TPS reports... yeah.... did you get that memo?

[silversun Posted Feb 15th 2010 10:45AM]

@skyblaze
dude i see you EVERYWHERE. YOU HAVE TO BE A TROLL.

/s

[N900 Posted Feb 15th 2010 10:59AM]

@skyblaze Check it http://windowsteamblog.com/blogs/windowsphone/archive/2010/02/15/windows-phone-7-series-show-and-tell.aspx

I wanna know who's making this certain device.

[phelxian Posted Feb 15th 2010 11:12AM]

Anyone else think it looks like they made a http://www.seadragon.com/ phone? Which I think is great. Very excited.....

[skyblaze Posted Feb 15th 2010 11:41AM]

@N900

Thanks for the vid! i think they said thats a prototype but its anyone's guess. 7 series looks sicker than aids, cant wait till it gets here!

oh and... if i were a troll wouldnt i be long gone by now? we just went through Josh's epic banhammer massacre of Feb '10 didnt we? just saying... but whatever floats your boats and shizz :\

[FORDY Posted Feb 15th 2010 1:14PM]

@mikejsyndrome LOL! My mouse was hovering over the image (I didn't realise) and I just saw this phone with a white MS cursor in the lower right of its screen, I just thought "Oh my god, they didn't.." then proceeded to piss myself when I realised.. :P

[madellebiggs Posted Feb 15th 2010 2:47PM]

@mikejsyndrome Funny, before the windows phone 7.. there has been alot of conceptualization about this phone, it was even called windows mobile 7.. with some realistic looking screenshots.. But I guess the real windows phone 7 looks more simpler which makes it more enviable to use. See the old concepts: http://bit.ly/windows-mobile-7-concept

[minardi Posted Feb 16th 2010 9:24AM]

@iCello iPad is not a phone, in case you didn't notice.

[dez Posted Feb 16th 2010 2:51PM]

@minardi

true, but the iPad was still the big apple product this year, and WM7S was the Microsoft product. Microsoft is done messing around in the mobile space, and thank god.

[TikiTeko Posted Feb 15th 2010 9:04AM]

What can I say ! I love you, Engadget! I love you, I love you !!!

Thanks for the news.

Windows 7 Mobile, I really like it then I shouda put a ring on it !!!!!

[TikiTeko Posted Feb 15th 2010 10:23AM]

@TikiTeko Dang people don't like people that like Engadget

[shockr Posted Feb 15th 2010 12:07PM]

@TikiTeko I think your downranking has to do with quoting the lyrics of an average-talent skank wanna-be. Sorry.

[TikiTeko Posted Feb 15th 2010 12:22PM]

@shockr :O I really did not know Beyonce was under such concept hehe I just had the song in my head, well the video really, and I felt like... Hmmm If Windows 7 Mobile was a woman I will marry her... I will put a ring on her..

My Bad fellow bloggers. I will not reference my B-girl anymore :/

[RLBurkes Posted Feb 15th 2010 3:17PM]

@TikiTeko Windows Phone 7 and iPad(wifi) would be a sweet pair i bet. I cant imagine Windows Phone 7 not having full tethering and the like.

[c w j Posted Feb 15th 2010 8:13PM]

@shockr

overplayed - yep

commercial pop - uh-huh

untalented and skank? I generally yawn at the idea of the child, and I don't think she's the best singer ever, but she's certainly better than most.

Tik, you just happened to pick a WAY over-referenced reference. I forgive, though.

(hugs all around)

Oh, and as dope as WM7S looks, I'm still shunning until Zune OS supports USB hosts native-like.

[StewieGriffin Posted Feb 15th 2010 9:04AM]

so excited, been waiting for a reveal for years now

[Plexus Posted Feb 15th 2010 9:37AM]

@StewieGriffin

And you were not the only one dude!
But this seems just too cool to come from Redmond, did Ballmer start to smoke funny stuff with the kids at MS campus?

[mschmidler Posted Feb 15th 2010 9:37AM]

@StewieGriffin absolutely. WP7 is clearly a win. software + services, apple can't offer that. and so many intelligent details! great :)

[Cromagazine Posted Feb 15th 2010 10:39AM]

@mschmidler You're kidding, right? Software (OSX, iPhone OS, iLife) and services (iTunes) is virtually *all* that Apple offers. The hardware is secondary.

[Bean Posted Feb 15th 2010 11:47AM]

@StewieGriffin I can't wait to get my hands on this! I may even have to bite the ETF bullet on my Touch Pro 2... TouchFlo3d is nice & better than stock wm6, but sluggish. WP7Series looks amazing, and tighter hardware control means it should be slick and snappy on all of the phones.

Everyone wishing for a Zune(HD) phone has more than had their dreams answered.

[rsramkee Posted Feb 15th 2010 9:05AM]

no start button... two thumbs up

[Law Posted Feb 15th 2010 9:41AM]

@rsramkee

Bang!

This is some good shit.

[nomistake Posted Feb 15th 2010 10:06AM]

@rsramkee

Fail. It does have a (hardware) startbutton ;)

[Dshark Posted Feb 15th 2010 11:34AM]

@rsramkee Nope, Just a Bing key. Hahaha, let the sucking jokes begin.

I'm just kidding I have just as much faith in this as i do for Android.

[dishbreak Posted Feb 17th 2010 4:04AM]

@rsramkee I agree! Good riddance, WinMo.

[shellshock Posted Feb 15th 2010 9:06AM]

Tune in for the live video stream of the keynote!:
http://www.microsoft.com/presspass/presskits/windowsphone/liveEvent.aspx

[nomistake Posted Feb 15th 2010 9:06AM]

I'd like to advise everyone to hop on the pressconference-wagon. Live videofeed from Microsoft (Apple, are you looking?):
http://www.microsoft.com/presspass/presskits/windowsphone/liveEvent.aspx
I´m sure MS provided this live feed so Steve Jobs can also instantly see it's competition arising and rethink his iPhone 4G strategy..

[Kerensky97 Posted Feb 15th 2010 12:35PM]

@nomistake
One of my pet peeves is the fact that the only people who get to see these keynotes are people onsite, then we have to read their blogs posts about it. Considering these are major tech companies we're talking about live webcasts of all press conferences should be the norm.

WP7 looks interesting but a big high five to Microsoft for finally realizing this internet thing is good at getting your message out to the masses.

[HerbieDerb Posted Feb 15th 2010 9:07AM]

Im pulling for them. C'mon MS!

[N900 Posted Feb 15th 2010 9:07AM]

Awwww shit!

[chrisrottan Posted Feb 15th 2010 9:07AM]

Live feed
http://www.microsoft.com/presspass/presskits/windowsphone/liveEvent.aspx

[TheLionOfAzzalle Posted Feb 15th 2010 9:13AM]

@chrisrottan

YOU SIR ARE AMAZING!

Thanks!

[Abhi9 Posted Feb 15th 2010 9:08AM]

That was quick. Even Before the announcement!! Great work.

The Big M is back with a Bang.

[ColinScatt Posted Feb 15th 2010 9:23AM]

@Abhi9 Bing

[s2upid Posted Feb 15th 2010 9:27AM]

@ColinScatt i'm lovin' it :)

competition is great. the only winners here is US!! woot woot!

[Almo Posted Feb 15th 2010 9:09AM]

65 pics up already!!!

http://www.microsoft.com/presspass/presskits/windowsphone/imageGallery.aspx

[Abhi9 Posted Feb 15th 2010 9:15AM]

@Almo
Only 6 out of 65 seem to be of 7 but Great nonetheless..

[TheLionOfAzzalle Posted Feb 15th 2010 9:10AM]

No custom skins from manufacturers?

Interesting move MS...almost Applish...

That's a good thing IMO. iPhone is recognizable and ubiquitous. Everyone knows what the iPhone looks like. If WinMo wants to be at the level it needs to deliver in a way that people will recognize no matter where they buy their phones from...

[Newwales Posted Feb 15th 2010 9:54AM]

@TheLionOfAzzalle Not a fan of the home screen, I want the ability to add any program or widget onto the home screen, if windows don’t add this, then I want SPB mobile shell on it, if windows mobile 7 stops you adding other home screen then good buy Windows mobile hello Android or Symbian^3.

[calvin8714 Posted Feb 15th 2010 10:02AM]

@Newwales i'm pretty sure they demo'd pinning items to the main menu screen...