Microsoft announced Monday in Barcelona, Spain several new Windows Mobile initiatives, including an application store, an updated version of Windows Mobile (version 6.5), and the not-at-all-sounding-like-iPhone "My Phone" service. The announcements were made by Microsoft CEO Steve Ballmer at the Mobile World Congress 2009 trade show, after being leaked to the media earlier in February.

"Windows phones bring together the best of the Web, the PC and the phone so you can connect instantly to the experiences you care about, no matter where you are," Mr. Ballmer said without a trace of irony in a statement. "We’re working with partners across the industry to deliver a new generation of Windows® phones that break down the barriers between people, information and applications and provide great end-to-end experiences that span your entire life, at work and at home."

Bazaar

The company's online application store for Windows Mobile applications will be called Windows Marketplace for Mobile. The company had leaked the news last week with the concept being called an application bazaar, but Big Redmond was able to find an even more pedestrian with Windows Marketplace for Mobile.

The online store will offer Windows Mobile user a centralized place to buy Windows Mobile applications for the first time, though there has been extensive application development for the platform for some time. The Marketplace will be searchable and usable from either a Windows Mobile 6.5-based smartphone or from a Windows-based PC. A Windows Live ID is required.

Windows Mobile 6.5

The company unveiled an updated version of Windows Mobile intended to bring the platform up to par with market leading offerings from Apple and Research In Motion (BlackBerry's maker). Microsoft described the interface as being more "dashboard-like," and that it includes an "improved touch-screen interface."

It will also include a new version of Internet Explorer Mobile, "which in a third-party research study sponsored by Microsoft supported execution of up to 48 percent more assigned tasks than the other browsers and phones studied."

We think that means Microsoft is claiming that it's a better browser than Apple's Safari for iPhone or BlackBerry browser offerings.

My Phone

My Phone is a new service unveiled by Microsoft that will back up and sync a Windows Mobile phone's contacts, appointments, text messages and other information to a Web server. It is intended to allow users to easily restore that info should their phone crash or get lost.

It will not, however, sync that info to other devices or PCs, like Apple's MobileMe service does. On the other hand, My Phone is free.

Partner & Recite

Microsoft's announcement was peppered with third party licensees who are onboard with devices offering the new services and Windows Mobile 6.5. LG will have the sexily-named LG-GM7300, and HTC will offers the Touch Diamond 2 and Touch Pro 2.

Lastly, Microsoft announced a new feature called Microsoft Recite that will allow users to, "capture, search and retrieve spoken notes and reminders using just their voice without the need to navigate menus or type text." This service will work on Windows Mobile 6.0 and higher.

Availability

The company said that devices using the new OS should be available in the second half of 2009. My Phone is in limited-beta now.