Unless Microsoft puts forth the effort to market the phones in a totally different way than they have, it will never be relevant in mobile.
The carriers won't help, because they don't want to deal with Microsoft phones, and haven't for years.
Microsoft needs to go cross country and do informed studies on unscripted mobile phone users and get away from their chosen user group. This way they can see for themselves what people think about their phones.
If Microsoft elects to bypass the carriers totally, they need to really become the Uncarrier and promote the Holy he'll out of this. They have to offer financing and easy setup on all carriers in store and full on support for every device.
Their flagship phones have to be truly flagship phones, not a incremental update and have a dedicated time line for obsolescence.
The flagship phone has to be fully equipped to compete head to head and win with any flagship device. Everything has to work perfectly, as well as everything software on the phone. Work arounds won't cut it anymore, the software has to be bug free.
The perception of Windows phones has been terrible for a very long time and this has to change. It all starts with Microsoft and how the phone is marketed and putting out quality apps.
Microsoft is a software company, and there is not a reason in hades why there is a app shortage, and if they wait until some developer builds a needed app, they will always be irrelevant to the mobile phone sector.
Microsoft states that they aren't a phone oem, this has to change as well. They have to build the Surface phones and they have to be better than the other Android phones and the IPhone in every aspect. Why aren't they offered with high end wood and leather backs, along with carbon fiber like the Motorola and LG have.? . Why isn't there a "Active" type that has the ratings to compete with Samsung for waterproofing, don't Windows phone people get outside and do things where they need this? Why isn't there pen support and apps for every phone?
These things matter to millions of people all over the world. Why haven't they been addressed? This is not just about core users or brand new users it's about all cell phone users on all platforms... You have to have what the majority of people want and need to be successful.
Most people know that you have to spend money to make it in business , and yet a perfectly great phone is languishing and being tossed aside for inferior products everyday because the leadership of Microsoft is afraid to invest the money to push it's phones as they should.
Win10mobile could be the ultimate cell phone, but until the management team actually believes enough in it to invest fully for it, it will never be the best.
How can Win10mobile turn things around...... By being better than and offering more than the competition in every aspect. You have to convince the world that they need a new Win10mobile phone. If you aren't going to sell them in the carriers stores, you have to advertise the crap out of it where to buy it and then have staff in the places you are selling it that will push them to it instead of the competition's phones.
It's all well in good to have your apps on the competition's phones but you have to have the apps that the competition uses on it... Take away the uncertainty of switching to the Windows ecosystem completely.
T-mobile is claiming to be the Uncarrier.... That's not really true because they are a carrier... Microsoft can become a true Uncarrier and could use this in it's advertising.
It's time the gloves come off and they come out swinging and acting like they want the phone division to win.
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