Feeds

Ballmer locked and loaded for WinMo 7 debut

What's in a name?

Securing Web Applications Made Simple and Scalable

Monday looks like the day when Microsoft plans to finally unveil its Windows Mobile comeback, challenging Google's Android and the Apple iPhone.

According to reports, the company is planning to use the opening day of the GSM Mobile World Congress in Barcelona, Spain to publicly show off what has, until now, been called Windows Mobile 7.

The facts certainly point to Monday as being the day, as Microsoft's chief executive Steve Ballmer will be keynoting and then hosting a Microsoft press conference at the event. You should also expect Microsoft's phone-maker partners to show off devices running the successor to Windows Mobile 6.5, which was unveiled at the same conference in 2009.

The only two questions are the name of the new operating system and whether it'll contain the same code as versions that predate the release due next Monday.

A year after the last Mobile World Congress - where Microsoft said it was using the brand "Windows Phone" to describe phones running its mobile operating system - and despite a US TV advertising and branding campaign it recently boasted about, things are being tweaked.

The new term being used is "Windows Phone 7," according to reports here.

The reasons for the change are unclear: All-About-Microsoft blogger Mary Jo Foley wrote the change could be to help denote a switch in code bases, between existing versions of Microsoft's mobile operating system and the release due Monday.

That said, Microsoft has a track record of playing marketing hokey-cokey for reasons that no-doubt make sense at the time internally, but that continue to baffle outsiders.

Other reports say the company has re-organized its marketing department. Under the change, Microsoft veteran and former general manager of Microsoft's advertising and customer engagement Gayle Troberman has been named as chief creative officer. The change was said to be part of "a regular internal review process." ®

Application security programs and practises

More from The Register

next story
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
For Lenovo US, 8-inch Windows tablets are DEAD – long live 8-inch Windows tablets
Reports it's killing off smaller slabs are greatly exaggerated
Microsoft unsheathes cheap Android-killer: Behold, the Lumia 530
Say it with us: I'm King of the Landfill-ill-ill-ill
Cheer up, Nokia fans. It can start making mobes again in 18 months
The real winner of the Nokia sale is *drumroll* ... Nokia
Seventh-gen SPARC silicon will accelerate Oracle databases
Uncle Larry's mutually-optimised stack to become clearer in August
EU dons gloves, pokes Google's deals with Android mobe makers
El Reg cops a squint at investigatory letters
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.