Microsoft had several parts to its Mobile World Congress announcement, including the Windows Mobile 6.5 update, Windows Marketplace for Mobile, and My Phone service. I've been given beta access to My Phone, but since I am on a cruise vacation at the moment (I know I shouldn't be working, but this is the week of MWC) I won't be able to try it out and report on it until next week. In the meantime, check out what Chris Leckness is currently experiencing with the service. So far he likes what he sees with it, but I have also read other discussions asking how much different it really is than the Dashwire service.
My Phone is NOT a syncing solution like Exchange, MobileMe, or BlackBerry Exchange Server, but is designed to allow you to manage, access and backup your information. Information is indeed synced to a server, but the intent is for it to be available if you need to restore your information on a new or upgraded phone. You can use it even if you have an Exchange server to backup photos and video. It is available now on a limited invitation-only beta and I'll post more thoughts on it next week.
The success of Apple's App Store has driven other mobile operating system creators to finally wake up and Microsoft announced the Windows Marketplace for Mobile briefly in the press release. Very little has been shown or discussed about this Marketplace and if it really won't be launched until WM 6.5 then we won't see it for several months anyway. The Marketplace will allow you to search, browse, and purchase applications from your Windows Mobile phone. The press release stated there are over 20,000 applications for Windows phones.
Oh yeah, Microsoft now wants you to call Windows Mobile phones "Windows phones" to try to associate the Windows branding with phones.