Microsoft Corporation (NASDAQ:MSFT) has started the rollout of Denim app for Windows Lumia phones. The app features improvements on the virtual personal assistant Cortana and Lumia Camera. New Lumia devices such as Lumia 532 and Lumia 435 are already shipping bundled with pre-installed Denim. The release of Denim is seen as another attempt by Microsoft to step up the competitiveness of Windows Phone mobile OS.

Windows Phone currently trails Android and iOS from Google Inc (NASDAQ:GOOGL) and Apple Inc. (NASDAQ:AAPL) respectively. However, Microsoft hopes it can differentiate its mobile products and services to boost the popularity of Windows Phone.

Rollout in select markets

Microsoft Corporation (NASDAQ:MSFT) had planned to push out Denim before the end of 2014, but the rollout of the app suffered some delays. However, the company has already started rolling it out to selected markets and a limited number of devices. Widespread rollout of Denim is expected soon for the older Lumia phones. Still, depending on the carrier, the rollout of Denim may be delayed for some Lumia devices.

Hey Cortana

Denim, which is available for Windows 8.1 Lumia phones, brings interesting enhancements to Lumia devices. Such enhancements include expanded capabilities for Cortana and improved Lumia Camera. Cortana is a virtual personal assistant that is available in the markets such as the U.K. and China as a beta product. Cortana is available as an Alpha product in markets such as Italy, Germany, France, Spain, Australia, and Canada. Users are able to activate Cortana by simply speaking the words, “Hey Cortana.”

For Lumia phone users, one key the updates in Denim is that it gives the ability to organize apps into folders, or LIV Folders according to Microsoft Corporation (NASDAQ:MSFT). The app also allows for background video processing, which means Lumia Camera users can continue snapping while the video is being processed. Additionally, Denim comes bundled with improvements for Internet Explorer mobile.

Microsoft Corporation (NASDAQ:MSFT) has obviously tried to improve camera imaging with the Denim app.

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