This week saw the announcements of one of the most talked about mobile software releases since Andriod. Windows Phone 7 Series, while sounding clunky, managed to score high acclaim from the various journalists and bloggers who where at the Mobile World Congress to see it. Reasons aren’t hard to find: the interface is the first one I’ve seen that makes the iPhone look dated.
Despite the new mobile OS being heralded as a return to form for Microsoft, the main features of WinPhone 7 aren’t the ones I’m most excited about. Instead, there’s a whole clutch of features that I think are going to be incredibly useful for anyone who uses their phone for social networking. The big one is the way that the phone integrates all your contacts from various networks into one place. While it’s great to see Facebook and Windows Live statuses sitting side by side, I’m hoping to see plugins for Twitter and maybe LinkedIn appear on here as well. I’m also hoping that it’ll play nice with Google’s Mail, Contacts and Calendar push services, although these will probably go through an Exchange-style interface.
The great thing for me here is that I can unlock the phone and see what’s going on – I don’t have to treat each service separately by going into it’s individual app. Since I started heavily using Twitter, I’ve almost abandoned Facebook and the huge number of contacts I have there. I’m hoping that centralised services like this will help to bring me back the other way and reconnect with my Facebook friends. More than this though, I’m hoping that it’ll allow for some great cross-pollination of ideas. Being able to forward posts from one service to another would be incredibly useful.
The other great thing for me is the integration of XBox Live. It finally means that the people I hook up with for videogaming don’t get treated as a separate entity but instead get pulled in to my other social networks. The inclusion of multiplayer gaming on the handset is great news as well – I think that turn based games such as Chess, Poker and even Civilization will work well on the platform. Although gaming has taken off in a big way on the iPhone, it still remains very much a single player affair. By introducing social gaming to the platform’s core, more multiplayer titles should start to emerge.
The way that WinPhone 7 draws social networks together and integrates them is a big plus. Microsoft aren’t the only people who have spotted this trend – Google recently launched their Buzz service in order to achieve much the same thing. The key difference though is in the level of integration – Microsoft are unifying the networks together, but not adding anything further on top of it. Google on the other hand are encapsulating all merged content with a Buzz wrapper, allowing comments and ratings to be added on almost anything regardless of where it came from. The key challenge for Google will be to mimic the level of integration into Android in a way that doesn’t upset an established userbase – not a straightforward challenge at all. There’s also a groundswell of opinion that goes against
I’m looking forward to getting some hands-on time with the Windows Phone when it comes out later this year. While it’s unlikely to be an iPhone killer, I think that having an alternative way of doing things and a different product in the market can only be a good thing. I think it will encourage more people to take the smartphone plunge, sitting alongside the iPhone and Android as a viable option. That said, the next smartphone battle isn’t going to be for users. With several directly competing platforms each competing for a developer’s attention, getting them on board and developing apps for one system in favour of another is going to be challenging.

















