CTIA, the wireless industry trade association, announced today that Microsoft's Steve Ballmer, will keynote at its San Francisco convention in October.

The annual show, CTIA Wireless IT & Entertainment, focuses on the intersection of wireless and media. Dustin Moskovitz, co-founder and vice president of engineering at Facebook, will also deliver a keynote at this year's event.

In recent years, Microsoft definitely has been beefing up its participation in the major wireless shows.

In Orlando, at CTIA's larger annual convention in March, Pieter Knook
Microsoft's senior vice president of mobile communications business, was a keynote speaker. His speech, however, was mostly a review since the company rolled out its newest version of its mobile operating system a month earlier at 3GSM World Congress in Barcelona.

It was at 3GSM two years ago where Ballmer last addressed the wireless industry en masse. He enthusiastically told the crowd that Microsoft was there to partner with the industry, not dominate it. He went on to say that he spent more of his time with telecom folks than with any other executives.

So, if keynotes are typically reserved for making announcements, I wonder what Ballmer will talk about at 9 a.m. Oct. 23?

With Apple getting so much attention over the iPhone, will it possibly be a Zune phone?