Measuring 125mm x 59.8mm x 11.5mm, the Optimus 7 squeezes in a 800x480 pixel 3.8in capacitive touchscreen, a 1,500mAh battery and 16GB of internal memory.

All the usual smartphone essentials can be found within - including Bluetooth 2.1, an accelerometer, proximity sensor, light sensor and digital compass - and there's a 5 megapixel camera that's backed up by an LED flash and the ability to capture 720p HD video

Microsoft's digital ecosystem - including services such as Xbox Live and Zune - are integrated directly into the Windows Phone 7 operating system, but LG's hoping to stand out from the crowd by throwing in a few exclusive applications. One such app, "Scansearch", is described as the latest in augmented reality and provides users with real-time information about shopping, dining, weather, entertainment and banking.

Still no mention of pricing or UK availability, but two things are certain; Microsoft's likely to provide those missing details later this afternoon, and LG's likely to be giving joeO a firm slap on the wrist.