It is fair to say that Microsoft have struggled to make people love their mobile phone operating systems, but with the introduction of Windows Phone 7, unveiled at the annual mobile phone bash held in Barcelona, things might be looking up for the guys from Seattle.

Microsoft CEO Steve Ballmer was on hand to launch Windows Phone 7 at the Mobile World Congress 2010.

In a typical upbeat presentation, Mr Ballmer laid out his store:
“Today, I’m proud to introduce Windows Phone 7 Series, the next generation of Windows Phones. 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.”

And that’s the gist of the Microsoft approach. Their challenge has to be to launch an operating system that will threaten the dominance of the big boys in the smartphone market. And Microsoft cannot regain lost ground by emulating the others; it has to produce something original and exciting.

It is with this new platform that the Seattle software kings can hold up their heads with pride; they hope. And they claim it offers a fresh approach, characterised by smart design and, in their words, “…truly integrated services.” In other words, letting people access quickly the content they want from the web and on=board applications.

Smart design will not be the key (considering the competition), but functionality, combined with smart design, could be.

To be fair, by design, Microsoft are talking about a holistic system that is behind every part of the phone, from the layout, motion, function and hardware integration. For example, the Start Screen will consist of dynamically updated ‘live tiles’ which will quickly open chosen applications.

So will Windows Phone 7 will be the answer that Microsoft needs? Much of course depends on the consumers liking the system, but also much lies with the operators wanting it and the manufacturers falling in line. Microsoft say that’s all in hand, with the major operators and manufacturers on board, and the first phones being available in mid 2010.

As to whether the consumers are infatuated, will only be clear by the end of the year. If they aren’t, then Microsoft will look like they’ve played their last hand in the mobile phone operating system market.