LG has been showing off its forthcoming Windows 7 Phone at IFA, with the next generation handset formally announced as the LG Optimus 7.

Microsoft's next attempt at bringing Windows to phones is a massive deal for the software giant, which is well aware that it has dropped the ball on phones with its past efforts - especially with consumers.

Windows Phone 7 represents Microsoft's big push back into the consumer market, with a mobile OS that is hoping to challenge the likes of RIM's BlackBerry and, of course, the Apple iPhone.

LG was always going to be one of Microsoft's partners, and pictures of the Optimus 7 were leaked earlier in the year, but now the phone has been confirmed by the company, shown off in Berlin, and its latest DNLA flick technology formally announced.

"This unique media file-sharing technology will be embedded in upcoming LG Optimus 7
smartphones, which go on sale early in the fourth quarter of this year," said LG Global's statement.

The Optimus 7, aka the LG E900, is a Qwerty slider, with the requisite Windows key, search and back buttons required by Microsoft to run the OS.

There has been no European announcement of the phone as yet, but the global arm of the company released official pictures of the phone, along with the announcement about some of its features.