Microsoft claims its Windows Phone 7 smartphones get things done in fewer steps than rival mobile operating systems. "Microsoft based its claim of greater efficiency – that WP7 requires up to 20% fewer steps to perform common tasks – on its own internal research comparing tasks among smartphone users," a Microsoft spokesperson told ComputerWorld.

This bold statement aligns with Microsoft's ad campaign in which it shows how current mobile phone users spend too much time with the user interface trying to find relevant information. The implication is that Microsoft's latest mobile OS is designed for "glance and go" unlike the current "stand and stare" phones. We can expect Microsoft to continue to push the idea that its OS is the most efficient one on the market.

In related news, Windows Phone 7 is selling out in Europe, or at least in the UK. This is reportedly because demand is high, while supply is low. In fact, Orange UK has been unable to satisfy all pre-orders and is thus giving £20 vouchers for HMV as a "goodwill gesture" to those who placed orders. "I was shocked when I heard the news," an Orange manager told Mobile Magazine. "We are the lead partner for Windows Phone 7. But I believe this is a manufacturer issue on a world-wide scale."

AMOLED screen shortages are to blame for at least one handset's low availability and HTC isn't manufacturing as many devices as it would like due to software issues. Windows Phone 7 officially launches in the US next week.