In its first step towards reclaiming the mobile phone market from Apple and Google, Nokia has unveiled its first handsets running on Microsoft's Windows Phone operating system.

At the company’s Nokia World conference in London, president and chief executive Stephen Elop says the two new phones represent a turning point for the company.

"Eight months ago, we shared our new strategy,” Elop says, referring to the shift from the Symbian operating system to the Microsoft platform.

"Today we are demonstrating clear progress of this strategy in action. We’re driving innovation through our entire portfolio, from new smartphone experiences to ever smarter mobile phones.”

Two new smartphones have been unveiled at this stage, the high-end Lumia 800 and mid-range Lumia 710.

The 800 is said to resemble the Nokia N9, the first and last Nokia phone to run on the open source Meego platform.

"Lumia is the first real Windows Phone made by anyone,” Elop says.

Nokia has outlined the release schedule, but there is no indication when the devices may come to New Zealand.