Microsoft has unveiled its Windows Phone 7 Series, the long-awaited, new version of its mobile operating system for smart phones which the company hopes will reinvigorate support for the OS among handset vendors, mobile operators and developers.

Microsoft has emphasised the OS’ consumer credentials, highlighting its social-networking and content capabilities, while downplaying its role as a productivity tool. Microsoft is now really the third big fish to enter the smart phone pond dominated by Apple and recently populated by Google’s Android platform.

However, a huge issue still remains for app developers. Increasing fragmentation of platforms will make it more difficult for developers to choose less popular platforms. As Apple remains the leader, it is likely to remain the platform of choice for most developers.

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