At the 2010 Mobile World Congress, Microsoft introduced its upcoming smartphone operating system Windows Phone 7 Series. This version is completely different from the Microsoft Windows Mobile 6 as it has a finger-friendly interface.

Addressing, Steve Ballmer, Chief Executive Officer at Microsoft, at MWC said, "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."

The new OS appears classier and it incorporates Xbox Live gaming, Zune multimedia, personal media, social media utilities, productivity tools and third-party apps, which are organized into categories called termed as Hubs. But at the same time, Microsoft does not seem appealing to the independent developers. At least not to the extent as iPhone and its App store succeeded.

As Kai Yu, CEO of BeeJive said, "That place is so big, "The tools, the people, it's all so fragmented. What's the advantage of having these hubs and cool-looking UI? In the end, I don't know if that gives you anything".