Windows 8 phones out to stand apart from rivals

SAN FRANCISCO (AFP) - Microsoft on Monday set out to win over iPhone and Android gadget devotees with Windows 8 smartphones, new devices that emphasise individualism and unify digital lives in the Internet cloud.

The global roll-out of Windows 8 phones, set to begin in Europe this weekend, is the final piece in a Microsoft operating system transformation aimed at harmonising the technology titan's software and hardware for mobile lifestyles.

"It has been for us an exciting and energising few days," Microsoft chief executive Steve Ballmer said while unveiling the slick new smartphones at a media event in San Francisco.

"Windows PCs (personal computers) really are the best PCs ever and today we are bringing phones into the Windows family with Windows 8."