Microsoft may have insured it has a relative flurry of apps ready to go for Windows Phone 7's US launch, but getting consumers to download them is another matter.

As such, the giant has announced a partnership with LG to enable developers to get their apps in the hands of consumers in quick time, with the two parties set to kick off a rolling giveaway of titles to LG customers.

Including social network apps, utilities and games, Microsoft and LG will subsidise a portfolio of 10 free titles available for download from LG's section on Windows Marketplace, with consumers able to use each app without charge for 60 days.

Once the free run comes to an end, a further 10 releases will be made available, with the program due to be a long term initiative, rather than a one off promotion.

Promo powerOn the developer side, studios with apps in the program will be provided with what Microsoft describes as 'exclusive marketing opportunities' to push their titles.

"Developers of selected applications will benefit from promotional support through LG's marketing presence and Microsoft's Windows Phone Marketplace," the two parties said in a statement.

"LG will promote the new applications through in-store sales events and on the LG Mobile Global Facebook page, creating a larger market for developers and bringing them closer to their audiences."

Download derby

According to Microsoft's Windows Phone director Brandon Watson, the program is further evidence of the firm's desire to spread the wealth amongst the development community.

"We built the new Windows Phone Marketplace to create new business opportunities for developers and partners alike," said Watson.

"This collaboration with LG creates a win-win situation for consumers and developers and will further showcase the variety of quality games and applications available on Windows Phone 7."

LG and Microsoft's developer program is set to kick off later this month.