Plug in a supported media player, digital camera, mobile phone or printer, and you’re presented with the Device Stage screen, which allows you to manage tasks specifically tailored to that very model.

Microsoft is essentially handing control of the Device Stage screen to the hardware manufacturers, allowing them to embed links to their online services and client software. A printer manufacturer, for example, might include a direct link to buy new ink cartridges for that specific printer from their website, or a link to a PDF of the device’s manual.

Phone manufacturers could include a facility to record your own ringtone, synchronise contacts, or perform specific tasks using their dedicated PC software.

On the one hand, it’s a perfect opportunity to make life easier for consumers, by opening their eyes to features and services that apply to their particular model. On the other, it could be used as little more than a cheap form of advertising, with manufacturers attempting to lock consumers into their own proprietary software and services.

It awaits to be seen how enthusiastically manufacturers will take to Device Stage, but this is definitely one we’ll monitor carefully.