Does Microsoft need to make its own mobile phone? Bloomberg Boot Camp, a report on today's technology. More than a few folks have wondered...with Apple's success with the iPhone...and Research in Motion's continuing to broaden the customer base for BlackBerry devices.....if it isn't time for Microsoft to get into the mobile phone business too. The company has been relying on partners like Samsung, HTC and more recently LG to sell handsets using the Windows Mobile operating system And Microsoft Entertainment and Devices President Robbie Bach says....it doesn't plan to change that strategy...

"It's our view that the phone space is going to be one that's spread by diversity. People are going to want different styles of phones. Maybe they want to focus on music, maybe they want a phone that can focus on email. Maybe they need something for their business and enterprise. So we're going to continue down this path of providing a great operating system environment and a great set of applications and services for a wide variety of phones. And I think that's the right strategy for Microsoft."

Why is it do you think every six months or so there are rumors about a possible acquisition of Research in Motion or a Zune phone?

"Well I just think that's people's natural tendency to want to look for interesting things that could be exciting."

While Microsoft is looking to broaden the appeal of Windows Mobile with phones like the touch screen Samsung Omnia or LG Incite....it faces more competition...from Google's Android operating system....Palm's new Web OS...along with the iPhone and BlackBerry devices. Bloomberg Boot Camp, I'm Fred Fishkin.