During the recent Mobile World Congress 2009, Microsoft has unveiled the new Windows phone featuring new user-friendly software and services.

Those wondering what the phone looks like will be disappointed by knowing that Windows Phone is not really a phone but rather the new brand name for Windows Mobile OS – the company’s platform developing software to be used in the phones developed by Microsoft partners.

In fact, Microsoft is keeping its stance to not enter the mobile phones hardware arena, but rather to stay – and become stronger – on the software side. Therefore, on 16th of Feb, Microsoft changed the brand name of its operation system for mobile phones – all in all Windows Phone can be much easier to remember and can help the brand gain better presence in store.

But the brand name change stands also, and foremost, for Microsoft strategic intentions to rebrand its software business. The company unveiled, simultaneously with the new name, updated feature to make mobiles with Microsoft software more user’s friendly. As stated by Steve Ballmer, CEO of Microsoft Corp, Microsoft “must make more efforts to put the business of Windows Mobile to a higher level. We will integrate the whole experience of Windows with the mobile phones.”

Furthermore, Windows Phone will be brand for a unified look. Partner manufacturers of phone hardware will not be able to customize the interface as much as before but only be able to make small alterations - somehow to guarantee that the software developed by Microsoft will keep on delivering superior consumer experience.

A better name for a stronger brand? We certainly look forward to see the new Microsoft mobiles.