Finnish mobile phone creator Nokia has launched two new smartphones formed on Microsoft's new Windows Phone 7.5 working system.
The Lumia 800 and the Lumia 710 spot the commencement of Nokia's fightback against Apple's iPhone and rivals using Google's Android software.
Nokia's new boss, Stephen Elop, had formerly warned that the firm was stranded on a "burning platform".
Today he mentioned the launch evident the "rebirth" of Nokia.
In an out of the ordinary pierce is to company, it will start shipping the Lumia 800 operation roughly right away and strike the shops in France, Germany, Italy, UK, Spain and the Netherlands in November.
The firm moreover voiced 4 new simple phones.
The brightly phony handsets are pitched at building countries.
Mr Elop mentioned the phones would fuzz the bounds between underline phones and chic phones, bringing the internet "to the next billion people".
The new operation will be called Asha, a name that evidently identifies Nokia's aim market: the name is subsequent from the Hindi word for "hope".
Although the phones will be comparatively cheap, they will competition features similar to hold screens, 5 mega pixel cameras, splendid screens, 32GB storage for song and long battery life.
Profit margins in the marketplace for simple phones are razor thin, and so Nokia's principal concentration will be on its new smartphones.
Until recently, the firm was the world's largest creator of smartphones.
However, its marketplace share has been descending rapidly, and in a of his initial moves after receiving over at Nokia a year ago, Mr Elop ditched Nokia's two working systems for phones - the princely Symbian and the Linux-based MeeGo - and struck a extended grouping with Microsoft.
Now Microsoft's new Windows Phone 7.5 working system, moreover dubbed Mango, will power all Nokia's smartphones.
Mr Elop concurred that the Lumia 800 was a pattern growth of a previous Nokia phone, the MeeGo-based N9.
Mr Elop mentioned the "Lumia is the initial actual Windows phone" and likely the firm would be the personality in "smartphone pattern and craftsmanship".
The Lumia 710, that comes in a operation of musty colours, will be pitched as the "affordable" Windows phone.
The phone's product manager, Kevin Shiels, mentioned the new phones would have integrated cameras with high-end Carl Zeiss lenses.
In an pithy puncture at Apple's iPhones, he demonstrated how Windows Phone shows data and updates directly on the initial screen, without having to daub in to applications.
Speaking at the Nokia World congress, Mr Elop mentioned Nokia had "some difficult decisions to make, but [we] have proposed to broach a few early results".
Nokia had been seen as "reliable, trustworthy", similar to a mom that will "comb your hair... but that's not great enough," he said.
"We expect people to see something special when they listen to Nokia," mentioned Mr Elop.
To heed itself from other makers of Windows phones similar to HTC, Samsung and LG, Nokia is betting on a operation of services.
Key amid them is the formation of location-based services similar to Nokia Maps, real-time navigation program Nokia Drive, a live-streaming song service Mix Radio and Liveview, an protracted reality service.
Nokia's navigation service Drive will be free. It will not run in an app but will use HTML 5 technology, and will be
Nokia will moreover broach its phones with the ESPN sports hub, that will give giveaway access to content and video headlines from ESPN.
The greatest innovation, though, could be Nokia Pulse, a service that combines elements of amicable networking with place services. It allows users to share with friends and family practice - from cinema to locale to activities, integrated with Nokia's mapping service
Shortly before Mr Elop voiced the switch to Microsoft Windows Phone, he sent an email to his staff, in that he compared the firm to a human on a on fire platform, who had the selection of on fire to demise or jumping in to the icy waters below.
The launch of the new phones is Nokia's dash landing. Mr Elop will hope that the new hardware and program gift will be renouned sufficient with consumers to enable the firm to swim.
But it is not only Nokia that has a lot roving on the launch of these phones.
Software hulk Microsoft has been struggling for years to break in to the mobile phone market. Its many new offering, the Windows Phone 7 software, has been well received but gained small traction in the market.
The firm will hope that Nokia's shut attribute with mobile phone network operators around the world will give it the access to consumers that has been scarce so far.
The Lumia launch, with 35 network operators, will be accompanied by a promotion called "The Amazing Everyday" involving viral selling stunts.
Microsoft is reportedly ancillary both Nokia and Samsung with tens of millions of dollars to publicize new Windows Phones in the market.
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