A new report from market research company NPD claims that 44% of current and future U.S. smartphone owners are considering Windows Phone 7 handsets.

NPD’s report singles out Windows Phone 7 as a future platform bet for consumers. “Android is also experiencing continued competition from Apple’s popular iPhone, as well as some nascent competition from Windows Phone ,” said Linda Barrabee, research director for Connected Intelligence. “Android’s continued market dominance is in no way guaranteed,” added Barrabee.

NPD warned that there are a number of hurdles for Microsoft’s mobile operating system. “45 percent of consumers are still not aware of Windows Phone 7,” says NPD. The market research company also revealed that of the 50% of consumers who plan to purchase a smartphone in the next six months and aren’t interested in Windows Phone 7, the most popular reason is down to lack of awareness. 46% felt they didn’t know enough about Windows Phone. “Windows Phone 7 has a way to go before consumers really understand what it is,” Barrabee said. “But with the right marketing mojo, apps portfolio, and feature-rich hardware, Microsoft could certainly improve its standing and chip away at Android’s dominant market position.” NPD also note that “Windows Phone 7 is showing potential,” and that the Google/Motorola deal could drive some OEMs to widen their OS choices going forward which could impact long term Android success.

Microsoft’s Windows Phone Marketplace recently passed 30,000 applications. Microsoft’s Windows Phone 7 Marketplace has taken nearly 10 months to reach 30,000 apps since launch. Apple’s iPhone App Store took just over 8 months and Google’s Android store took 17 months to reach the same amount. Microsoft’s developer momentum is treading well as it approaches a year of Windows Phone 7 in the market. The software giant is preparing to help launch the first Nokia Windows Phone device at Nokia World next month. A number of key Microsoft executives, including Joe Belfiore, who oversees Windows Phone Program Management, will be making the trip to London next month for Nokia World on October 26. Nokia CEO Stephen Elop is expected to unveil the company’s first Windows Phone offering alongside a number of Microsoft speakers.

Nokia’s first Windows Phone, codenamed “Sea Ray” was leaked to the internet recently after Elop demonstrated the device at a company meeting. The device is expected to be made available by Christmas. The design of the device appears to be identical to the recently announced Nokia N9. The device is “super confidential” at this stage and features gorilla glass, pillow shaped backing and a carl ziess 8MP camera. The secret nature of the device hasn’t stopped it leaking however. A new video emerged recently of ‘Sea Ray’ booting up into Windows Phone 7.5. The video demo provides a good hands on for the new device, expected to be named the Nokia 703.