It will start to advertise Ovi in 2009, but it will not be easy to create a brand that can rival the coolness of Apple's iPhone or Google's new mobile-phone software, called Android.

In addition, Microsoft's cellphone software, Windows mobile, looks old and creaky compared with Apple's sleek iPhone and Google's forthcoming Android mobile operating system.

Apple executives have stayed out of the fray. A company spokesman declined comment except to confirm product specifications and that software will be available for downloads.