In just a few hours Apple will be unveiling the much awaited new iPhone.  Eager beavers can go here to watch the live stream of the event.  The live broadcast will start at 12:30PM EDT or 9:30AM PDT.

The mystery iPhone garnered much speculation over the past few months since the media got a whiff of a new iPhone to be released this year.  There’s been talks regarding whether or not the new iPhone will be NFC ready, have a voice-recognition feature, and sport a new tear-drop design, and there are also rumors that the new iPhone is just a cheaper version of the iPhone 4.  Well, in just a few hours, the mystery shrouding the new iPhone will be shed.

But what about Apple’s competitors?  Each iPhone launch has had a decided affect on the mobile market, and now that the iPhone is available from retailers other than AT&T, the newest iPhone could have a major impact on mobile phone sales for the remainder of the year and beyond.  As far as smartphones go, it seems rivals have been prepping for this dreaded day, releasing their own devices to appeal to niche areas of the market, or readying products for the holiday shopping season.  Whatever the case, Apple competitors are certainly anxious about a new iPhone release, and we take a look at some of the ways Apple’s event today could effect other mobile OS makers.

Google Android bets on Ice Cream Sandwich

So with all the iPhone hype, what are Google, Microsoft and RIM doing about things? For Google Android, a new iPhone means a slew of new features to improve previous models.  It’s likely to include a cloud-based strategy that enables more syncing across devices and services, as well as usability improvements.  Google’s already got a pretty good handle on leveraging its cloud Apps for mobile access and integration, and is looking to its tablet market to expand its market reach.

Since Android already covers a range of devices in size and specs, a new iPhone merely means more Android gadgets will be encouraged to roll out with comparable features.  It’s been an important task for Android and its manufacturing partners to take on since the first iPhone launched, but Google’s had a few developments that could alienate its handset makers.  Ongoing patent suits and licensing deals, along with Google’s acquisition of Motorola Mobility is ushering in an era of diversification, as manufacturers hedge their bets, supporting Android along with other platforms.  The introduction of another iPhone could hasten that process.

To keep up on the OS side of things, Google is launching their new operating system Android 4.x Ice Cream.  This new OS will allow Android tablets and smartphones to share the same interface and apps and will be compatible to run even on older Android devices.  This new OS will replace the Gingerbread OS for smartphones and the Honeycomb for tablets.

This new software is rumored to feature an enhanced user interface with holographic visuals, a panel for multitasking, tabbed browsing, a new app launcher, facial recognition technology, an intelligent camera to track a user’s face, and a new USB hosting function.  The new Android 4.x Ice Cream is rumored to launch either this month or by November.

Microsoft appeals to developers

Microsoft has been rebuilding its mobile empire for a couple of years now, it’s most drastic move being the partnership with Nokia.  As the cloud rises in importance for the mobile sector, Microsoft also recognizes the need to incorporate its software catalog into its mobile efforts, and is even turning to its other products, including the Xbox game console, to extend points of integration.  This has emboldened Microsoft to launch a series of programs to lure developers to its side of the fence.

While Microsoft’s strategy around developer community growth and Android device royalties has centered around beating Android, Microsoft contends with Apple in several ways.  A new iPhone launch means Microsoft is that much further behind ongoing trends, spurring a Mango and WP8 update as Microsoft looks to reestablish its market hold.

RIM goes global

As for RIM, though sales in most parts of the world trail far behind Apple iPhones, there’s one market they have superiority over iPhones: the Indian market.  The Indian market is the second largest mobile-phone market with 602 million active mobile subscribers. Surprisingly, Apple isn’t the top choice in this market and it is said that Apple ships more iPhones in Norway than in India.  The reason behind the lag in Apple’s sales in this region is Wi-Fi and BlackBerry Messenger instant-messaging service.

The iPhone only really works when you have Wi-Fi,” said Kshma Shah, a 25-year-old interior designer in Mumbai.  Apple accounted for 2.6% of India’s smartphone shipments in the quarter ended June 30, trailing RIM’s 15%, Samsung Electronics’ 21% and Nokia’s 46%, IDC estimates.