For the first time, Microsoft will allow third parties to create branded themes for the company's flagship operating system, in a new scheme called "Windows 7 Theme Experiences." This will open up the Microsoft desktop to the brand presence of advertisers.
The system is currently being trialed by some big name brands, including Ducati, Porsche and Twentieth Century Fox.
"The new Windows Theme Experience and Windows Personalization Gallery in Windows 7 allow consumers to customize their technology to reflect the things in life they are most passionate about," Darren Huston, corporate vice president of Microsoft's consumer and online group, said in a statement. "These are great examples of Microsoft innovation and technology coming together to enable top global brands to reach audiences in new and interesting ways."
Currently 'theme experiences' are optional and can be downloaded from the personalisation gallery.