I think the #1 issue by far is the lack of phone awareness...(sorry if all the names I use are stateside only...)
When I say Galaxy S, you know I mean Android...when I say iPhone you know I am talking iOS...Droid...you instantly picture the phone, although now with Incredible, X, 2, yada yada you don't know the exact model, you still know it is an Android phone and the person probably loves it.
We have SOOOO many models and none of them are the front leader! MS needs to take Nokia, put up a phone with ALL the bells and whistles, and advertise THAT phone and sell it on all carriers under the same name. You will need a small separator to denote the inner'ds though, say like WP7s for Sprint, WP7a for AT&T...WP7o for Omnia...WP7t for telnet (did I get the Euro ones right? haha). It was close with the Focus, they used that as the poster boy phone on a lot of the early ads, but people still don't have the recognition that Samsung Focus or HTC Trophy = WP7...
That is what they need to create...you NEVER see an add for the Android OS or iOS...it is ALWAYS for the phone and it is pushing the features, that is what they need to do.
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