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Photos: Windows Phone 7 Sydney launch

Microsoft unveiled its Windows Phone 7 in Sydney alongside HTC, Samsung and LG.

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Microsoft surrounded itself with device handset and telco partners during the Sydney leg of the global Windows Phone 7 launch, October 12, 2010

Microsoft Australia mobile communications devices director Sheau-Lan Reed introduces the Windows Phone 7 platform to journalists during the software company's Sydney launch event, October 12, 2010. Microsoft is making a play for users who want just one phone for both work and play, she said.

Microsoft Australia managing director Tracy Fellows introduces the Windows Phone 7 platform to the Australian market in Sydney, October 12, 2010.

Microsoft executive Tony Wilkinson runs through user scenarios at the launch of Windows Phone 7 in Sydney, October 12, 2010. He highlighted Facebook integration and the ease with which user data is pinned to the top screen on the phone.

Windows Phone 7 prioritises user content and data on devices' startup screen.

Tiles take the place of apps on the top screen of Windows Phone 7 devices.

Photos and contacts are pinned to the background for quick access.

Tiles take the place of apps on the top screen of Windows Phone 7 devices. Pictures feature prominently in Microsoft's plans, shown in this Pictures "Hub" display from the launch of Windows Phone 7.

Tiles take the place of apps on the top screen of Windows Phone 7 devices. Pictures feature prominently in Microsoft's plans.

Tiles take the place of apps on the top screen of Windows Phone 7 devices. Video sharing will be a major feature of the devices to be unveiled before Christmas, Microsoft and its partners say.

Productivity, scheduling and close integration with Microsoft exchange and calendars are key features of the Windows Phone 7 experience, Microsoft says.

Journalists at today's launch of Windows Phone 7 in Sydney, October 12, 2010.

Telcos will be able to customise the top screen of Windows Phone 7 devices but users can change their screens at a whim.

Virgin travel application demonstrated on Windows Phone 7 during the launch.

Telstra is relying on tight integration with its Foxtel iQ smart set-top box to lure viewers to its mobile network devices running the Microsoft Windows Phone 7 software.

Ready access to important and priority emails is one feature of Windows Phone 7 that will attract executives and knowledge workers, Microsoft and its partners hope.

Telstra chief marketing officer Kate McKenzie said earlier investments in the telco's high-performance Next G mobile wireless network were being rewarded with data-hungry devices such as those running Windows Phone 7.

HTC Australia marketing director Anthony Petts shows off the device maker's latest handsets during the launch of Windows Phone 7 in Sydney on October 12, 2010. Petts said the device maker's phones include seamless integration to Microsoft's Zune music platform and surround sound.

Closeup of a LG handset.

LG telecommunications general manager Nathan Dunn shows one of the two Windows Phone 7 devices coming from the Korean handset maker before Christmas. LG will make available a handset with a slide out Qwerty keyboard on the Telstra network and one without for Optus.

Closer detail of a Samsung Windows Phone 7 handset.

Samsung telecommunications vice president Tyler McGee shows off the Korean handset maker's latest Windows Phone 7 device during the launch of the platform in Sydney on October 12, 2010. Its Omnia 7 will be exclusive to Optus on a $0 upfront, $79 a month over two-years plan.

Ashley Jenkins, left, and Andrew Jenkins (no relation) detail how Microsoft intends to use its presence in 500,000 Australian households to levitate Windows Phone 7 into the mainstream. Microsoft says it's a "challenger" compared to Apple and Google Android devices.

How your Xbox avatar will look on a Windows Phone 7 device. Microsoft is going after gamers and those who are yet to choose a smartphone preference, about two-thirds of the market, according to Telstra.

Microsoft retail manager Dave McLean outlines the software giant's plans for the Australian channel during the launch of its Windows Phone 7 platform in Sydney on October 12, 2010.

Microsoft retail manager Dave McLean (pointing) hosts a panel of Microsoft executives and partners, from left, Kate McKenzie (Telstra), Ashley Jenkins (Microsoft), Sheau-Lan Reed (Microsoft), Gianpaolo Giancarlo (Microsoft).

One operating system, two phones - LGs Optimus 7Q (left) with slideout keyboard for business users,

LG's Nathan Dunn shows off the Korean device maker's latest Windows Phone 7 handsets during the Sydney launch on October 12, 2010.

Closeup of the Windows Phone 7 Optimus 7Q handset with slideout Qwerty keyboard.

Closeup of LG's Windows Phone 7 handset for consumers.

A protoype Samsung handset running re-release Windows Phone 7 code shown during the launch of the mobile platform in Sydney on October 12, 2010. This model will never get to market because it's a test sample for developers only.

Microsoft developer guy, Chris Bright. The software maker actively recruited iPhone and Android app makers.

A confidential prototype of a HTC device running Windows Phone 7.

HTC device running Windows Phone 7.

Three views of HTC devices running Windows Phone 7.

Anthony Petts shows off the HTC Windows Phone 7 handset for the cameras during the launch of the platform.

Samsung's Windows Phone 7 devices have removeable batteries

Close-up of Samsung Windows Phone 7 handset, the Omnia.

Microsoft surrounded itself with device handset and telco partners during the Sydney leg of the global Windows Phone 7 launch, October 12, 2010

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Photos: Windows Phone 7 Sydney launch

Microsoft unveiled its Windows Phone 7 in Sydney alongside HTC, Samsung and LG.

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