By now it’s a well-tread road. Microsoft makes good, releases brand new smooth-as-butter OS to manufacturers who aren’t allowed, unlike with their Android devices, to skin/tweak/bloat the software. So, how do they differentiate? They insert value-added apps that actually add value (who would have thought?) as well as kick up the hardware quality.

The LG Optimus 7 is a Telus Windows Phone 7 device with specs you’ll come to be very familiar with for the first generation of WP7 handsets:

-1Ghz Snapdragon processor

-3.8″ 800x480px LCD display

-512MB RAM, 16GB internal storage (not expandable)

-5MP camera with flash, 720p-capable video, dedicated camera button

-WiFi, Bluetooth, GPS

The Phone

When I first heard this was LG, I was not all that excited. Known for their cheap, and cheaply-made, handsets, when I first held the Optimus 7 in my hands I was not only pleasantly surprised, I was actually shocked. This is a gorgeous device: weighty and metallic; thin and angular; a great camera design on the back; a front which seems all screen; three physical buttons.

There is something to be said for a company who needs guidance, and I think LG, when they were given the specifications for the Windows Phone 7 platform, knew that since they couldn’t differentiate on the software, they needed to improve the hardware. And, boy, did they. The front is made of a soft rubberized material that is a pleasure to hold. The back is made of metal, and of good quality.

The screen, while not quite as vibrant and dark as the Samsung Focus, is adequate, and will provide better usage in sunlight than its 4″ competitor due to its regular LCD display. In addition, the 3.8″ screen provides more than enough real estate for the lovely on-screen keyboard.

With the dedicated camera button (standard across the WP7 line) the Optimus 7 takes great photos. In fact there is a smokiness to the quality of the photos (along with the awesome camera app, which provides features such as Anti-Shake, and full widescreen options) and the results are often outstanding.

Because I’ve already delved quite deep into the platform, I won’t be talking too much about the software on the Optimus 7. There are three apps pre-installed by LG: ScanSearch, an Augmented Reality app which works similarly to Layar; Panorama Shot, which is self-explanatory and works well; Play To, a simple DLNA sharing client to share music, video and pictures to any compatible-enabled device.

These apps, except perhaps for ScanSearch, which I didn’t find all that usable, actually add value to the product line, which is a welcome change from the usual crap OEMs and carriers throw onto their phones these days. In fact, there is nary a sign that this is a Telus-locked device on the phone at all. There is a logo on the back, under the camera, but on the software side, the only way you can tell it’s locked to Telus is to go into Settings and check which carrier you’re on. It’s all quite refreshing.

I must say, also, that the call quality and connectivity options on WP7 have been outstanding, regardless of carrier. Bluetooth devices, once paired to the device, connect almost instantly, and there is built-in talk activation (“Call Jimmy mobile”) that works about as well as Android’s, which is impressive. You access this feature by holding down the Windows button for a few seconds. Once finished, it will take you back to your app.

The Network

I don’t usually comment on the different networks in my reviews, but I’ve noticed lately that Bell and Telus’ joint 3G+ network has been, to put it bluntly, ridiculously fast. While this is not a HSPA+-enabled phone, it sure seems like it. That’s because WP7 does not store any of the apps you use in its memory when you close them, forcing a data refresh, for example, on Twitter, whenever you turn back on the phone from sleep. To have a fast network in this instance is crucial, and I found day-to-day operation of the device much more enjoyable than the Focus on Rogers because of the lower latency and generally faster data speeds.

The Operating System - is Windows Phone 7 ready?

Is it time to delve into WP7? Since I wrote the Focus review, I’ve been using the platform pretty much exclusively as my main phone. I don’t think I’m a typical user, and usually need two phones to satisfy my “cravings.” However, a smartphone user unimpressed with Android’s confusing context menus, or wanting a bit more hardware choice than an iPhone at a lower cost, will be very happy with WP7 in its current form.

It’s attractive, usable, and fast. The live tiles allow for quick access to relevant information that updates as often or seldom as you like. The WeatherBug app, for example, updates weather with temperature and a cute, relevant icon. The Associated Press app updates every day with a picture highlighting a top story of the day, often beautifully.

As a phone, WP7 works incredibly fluidly. One-touch access to your phone book through the People app is great, though it defaults to integrating your Facebook contacts with the rest of your phonebook when you sync with FB for the first time. This can be turned off in the Settings, but I think it should be off by default. Also absent in the People app is a quick scroll feature like in Android; there is a search button, as well as skip-to-a-letter, but I’d prefer something a bit more user-friendly.

Something I discovered yesterday, which I love, is auto-uploading of your photos to SkyDrive, Microsoft’s 25GB free cloud storage utility. The pics are access through your Live.com portal, and the utility is pretty usable, though it is difficult to move multiple photos out of one directory and into another. It’s great for storing albums for family and friends, though, and permissions can be changed to allow everyone, just friends, certain friends, or just you.

The games are another aspect I didn’t touch on in the Focus review. Due to its tight integration with XBox Live, you can load your avatar and thus your achievements, using them in any relevant cross-over games. I don’t own an XBox, but I have played a few games developed by Microsoft and its partner developers, and they are beautiful, fluid and fun. This is going to be a killer gaming platform, and I fear for Google in this regard; every game plays the same on each WP7 handset because they all have similar specifications. Like iOS you won’t have to worry whether your year-old device will smoothly play the latest game.

I have noticed that some apps are not yet stable. They don’t scroll smoothly, or they crash. I get a similar feeling now as I did when iOS 2.0 came out, along with the introduction of apps. Good ones were few and far between, but those that ran well and helped you accomplish something great went a long way to show you what was possible with the platform. There is a very effective “toast” notification system that is similar to the one integrated with iOS, though not nearly as invasive. Along with the toasts, live tiles update letting you know how many emails, unread tweets or Google Reader items you have. It’s a good system, though, like with iOS, there is no way to see expired notifications once they disappear.

The Future

LG has improved the quality of their devices immensely with their two WP7 offerings, the Optimus 7 and the Optimus Quantum, which is available from Bell. Both devices are weighty without being heavy and the rubber material used to furnish the non-metal portions feel much nicer to grip than the standard plastic other OEMs tend to use (ahem, Samsung). The 3.8″ screen has a film on it to protect it from scratches, but also acts like a fingerprint magnet, so be sure to carry around a screen cleaner with you.

WP7 is said to be receiving some major updates in the new year, and we can only hope that the development community doesn’t abandon it before it has had time to take root in peoples’ consciousness.

Pros:

-well-made outer body with good weight

-3.8″ screen is gorgeous, though doesn’t compete with the Super AMOLEDs of the world

-physical keys are highly desirable

-camera takes excellent shots

-value-add apps actually welcome

-performs WP7 tasks with aplomb

Cons:

-can be a bit heavy for some

-screen tends to get washed out in sunlight

-fingerprint magnet

-power button is far too small

Highly Recommended, 9/10

The Telus LG Optimus 7 is available for $99.99 on a 3-year term, or $499.99 without a contract.