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At the Mobile World Congress last month in Barcelona, Microsoft was largely sidelined in the chatter by Android and Symbian, and even Palm's WebOS, but at the US equivalent, this week's CTIA Wireless in Las Vegas, it is determined to make a bigger splash. It has already talked up its important agreement with LG, which will result in 50 new Windows Mobile products over the next three years, and the event will showcase its mobile web store and applications.

While the Redmond giant cannot launch the delayed Windows Mobile 7 yet, having to rely on the stopgap release 6.5, it can stuff its upcoming Mobile Application Marketplace with eye-catching features, which should include a new Facebook app, and themes created by fashion designer Isaac Mizrahi.

The Facebook app will be an important catch-up on the other smartphone platforms, most of which now boast an optimized client for the popular social networking system. The WinMo implementation will be released in April, and another client for rival MySpace in the summer.

Microsoft has also shipped its Windows Live suite for its mobile OS, consisting of cellphone versions of Hotmail, Messenger, Live Contacts, Spaces and Live Search, for releases 6.0 and higher. Older phones can access Hotmail via the browser, with a new version optimized for the mobile web, said Microsoft.

Other software houses that should be unveiling apps for Microsoft's store include games makers EA Mobile, Gameloft and Hands-On Mobile, and other recognizable names include AP Mobile, Accuweather and Pandora. However, many reviewers are noting that Windows Mobile Application Marketplace seems to have a less stellar line-up of high profile software than its rivals, such as Ovi Store, are boasting for their imminent opening days.

For Marketplace users, Microsoft will support two methods of purchasing - credit card or via the cellphone bill, and unlike Nokia, there will be no difference in price or developer revenue share terms, with either mechanism. Unlike Apple, RIM and the others, Microsoft will also allow users to return unwanted apps within 24 hours, for a refund.

It has also backed off unpopular plans to charge WinMo developers $99 for submitting even small tweaks to their apps in the store. This was hardly likely to encourage software programmers to focus their efforts on Windows rather than other platforms whose stores provided free entry, or at least free updates. Now all updates, bug fixes or version upgrades for applications that are already in the Marketplace will be accepted free of charge. Developers will still pay $99 a year, plus $99 per app, to submit new products, though in year one, five apps can be submitted free for the initial annual fee. The Marketplace is expected to launch later this year with the release of Windows Mobile 6.5.

Microsoft knows personalization will be important to attract carrier and consumer support for stores, as Nokia has emphasized with its Ovi platform. It has teamed up with the Design Museum London and Council of Fashion Designers of America to offer exclusive color palettes and wallpapers, making the handset into a fashion accessory. A new Theme Generator will enable users to select pictures from their PC to set as background images, and personalize their navigation bar, scroll bar and highlighted text.

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