Microsoft officially unveiled its new mobile operating system, Windows Phone 7, at a press event held this morning in New York City. CEO Steve Ballmer described the new line of Windows Phones as "different" and more modern, in both design and principles. With Windows Phone 7, the focus is on how "real people want to use their phones," he said.

Besides being different, a key point Microsoft needs to drive home if wanting to compete in a crowded mobile landscape, there was also a big focus on personalization. "We also wanted these to be wonderfully mine, or yours, or yours, or the next person. Here's my phone, the way I've made it wonderfully mine," explained Ballmer. "My photos, my email, my start screen, my activities, my world... and of course, my avatar."