After two years' of preparation, Microsoft, which only recently formally entered the mobile phone arena, has launched a new campaign in Beijing to win the mobile phone core system market.

From this month, more than 30 mobile phones running Microsoft's Windows Mobile system will make a collective appearance in the market, and more than ten promotional shows will be arranged in advanced office buildings and shopping malls across the city.

Microsoft will head up the initiative, with 30 mobile phone manufactures providing back-up. Nor is this the only effort in play ¨C the domestic media are quoting Microsoft's Mobile Product Undertaking Department Supervisor as indicating that larger campaigns were on the way.