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AT AN EVENT to show off upcoming Christmas goodies, Microsoft let slip to the INQ that Windows Mobile 6.5 is to be re-christened Windows Phone. This, says Vole, is an effort to unboggle the minds of the consumer with all the "6.1" and "6.5" business that exists now, and which they're afraid will get even worse when Windows Mobile 7 arrives. The name change also "reflects the upcoming desktop operating system release where people away from their PC can have the same experience everywhere," says Microsoft. Are you suitably un-boggled? The name Windows Phone applies to Windows Mobile 6.1, 6.5 and multitouch Windows Mobile 7. At least something in the Windows universe is forwards and backwards compatible. Features of the new platform (that is WM 6.5, aka Windows Phone) include back-up of all SMS and email content into Vole's cloud, remote disabling of the handset and inclusion of an Itunes-alike Windows Mobile software repository called Market Place. I

Kraft, Nike, and others are getting results advertising on Pandora's mobile music service. Is cell-phone marketing finally taking off? Forever, it seems, we've been told that it's just a matter of time—next year, for sure—that mobile marketing will take off in the U.S. Yet advertising on cell phones remains tiny. That may be about to change for two reasons: Web-surfing smartphones are selling briskly even in a downturn, and applications for those gadgets—especially Apple's (AAPL) iPhone and the BlackBerry—are proliferating. That means people are spending a lot more time playing games, watching TV, and shopping on their phones. All that activity translates into what marketers call engagement, a fancy way of saying people are paying attention. Companies, of course, prize that, so they're looking for mobile applications that are a good fit for their brands. Which brings us to Pandora, a nine-year-old, free online service that lets users design "radio stations"