Microsoft had just announced that smartphone running the next version of Windows Mobile will hit store shelves worldwide on Oct. 6.

Windows Mobile 6.5 includes a new version of its Internet Explorer browser for phones, and changes that make it easier to use on touch-screen devices. Microsoft also has developed a free service called My Phone that lets people synchronize text messages, contacts, photos and other phone data on the Internet, where it can be edited or transferred to a new phone.

Microsoft is also launching a mobile application store similar to Apple’s store for iPhone apps on iTunes.

Microsoft is betting the updated smart phone system will lure more consumers .