LG showed off its flagship Windows Phone 7 device at the IFA consumer electronics show in Berlin, and highlighted the gadget's media-sharing capabilities. The demonstration came just as Microsoft begins to tease its new mobile platform with its first advertisement.
LG said the phone, which it is dubbing Optimus 7 (its Android phone line is called Optimus as well), will allow users to share DLNA content across multiple platforms (say, for instance, an LG TV). The feature will be pre-installed on the device, and will allow users to share content from the phone's media galleries without starting another application. Users also can share content to other devices within a specified WiFi zone.
Microsoft also is trying to build excitement for its platform, which is set to be released to consumers in the coming months. In the company's new Windows Phone 7 ad, a Windows Phone 7 device appears on a desert and displays a message that declares: "The revolution is coming." Citing an unnamed source familiar with Microsoft's manufacturer and carrier agreements, TechCrunch reported last month that Microsoft will spend $1 billion on its Windows Phone 7 launch. Half of that figure will be spent on marketing and the other half on development.
Microsoft has recruited a host of handset makers to support Windows Phone 7, including Dell, HTC, LG and Samsung. Microsoft also is expected to get strong carrier support. AT&T Mobility (NYSE:T) pledged in late July that it will be the "premier carrier" for Windows Phone 7. Other Tier-1 carriers are expected to support the platform as well.
In other Windows Phone 7 news, rumors are circulating that HTC will unveil its own flagship Windows Phone 7 device, the HD3, at a press conference it has scheduled for Sept. 15. An HTC spokesman declined to comment.
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Article updated Sept. 7 to reflect the nature of the Microsoft advertisement.