BARCELONA, SPAIN: Tony Cripps, principal analyst at Ovum, says: "The latest iteration of Microsoft’s Windows Mobile experience offers a more attractive, consumer-friendly face than previously, but lacks any real “wow” factor, following as it does, in the wake of others that were there earlier."

Version 6.5 of the OS itself offers a new home screen, featuring hexagonally-organised application shortcuts as well as live notifications of message and content updates. The OS is further enhanced through integration with cloud services, including personal information sync (My Phone) and the now obligatory application store (Windows Marketplace for Mobile).

"These are essentially clones of similar services from Apple (App Store and MobileMe) and Nokia (Ovi Store and Sync) and further indicative of a move by device software vendors and manufacturers towards better integrated device/online service offerings, Cripps adds.

"Where Microsoft could score additional points, longer term, is in its potential to integrate across and extend such services between other types of internet-connected device. Its popular Xbox 360 games console is an obvious target here (any takers for Xbox integration with Windows Mobile?) as are any future Zune media players. Evidence of such thinking would help Microsoft regain its Mojo and fulfill CEO Steven Ballmer’s joined up vision," he adds.