Can Microsoft make phones as cool as iPhones and Androids? I'm Fred Fishkin with technology BootCamp, a report on gadgets and gear. Microsoft is calling it Windows Phone 7...a new operating system for smartphones that will arrive later this year. Senior mobile product manager Michael Chang...

"I think we have something very unique here in terms of how we thought about how people actually want to use their phones. When Microsoft took a focus on our customers, decided that we actually needed to build for end users, versus historically building to enterprise requirements and OEM requirements...Windows Phone 7 series represents really the first time that we actually thought hard about really building for a customer.

Sounds like a pretty significant admission. And Chang says Microsoft really does believe it can get people to ditch their iPhones and Google phones....for Windows Phone 7. Time will tell and you can bet the competition won't be standing still. You can find us with archives, interviews and more at BootCamp.com. I'm Fred Fishkin.