Since you're a developer, I am genuinally curious as to how you think the strategy of universal apps will help the mobile phone division. I can see how it makes sense for other devices and of course there is no doubt it will be handy and cool to have the same apps on your phone as your desktop. The trouble is most people want a smartphone not just an extension of their desktop device. What I mean is, how will it help for apps that only make sense on a smartphone?
I guess the border between "mobile" and phone will sooner or later disappear.
Which app will only make sense on my phone and not on my LTE 10" tablet?
Just kidding - I know there are some...
But from my perspective it is (can / could be) a way to make WM more attractive it there are good universal apps available.
Imagine there are a bunch of real cool apps you use on your desktop.
And some of them also exist on the phone - and (I think this is important) only on Window Mobile.
For an example (and there are bad news from my perspective) think about Excel.
You make your football high score table there (with a lot of detail) - later you take the sheet to the next match on your phone and add "tochdown at XX:YY by ZZZ" to the table.
Or take the same sheet to a meeting with your friends discussing who performed best...
Or another example - use your phone when you visit a potential new home. Take pictures, make notes...
And at home - at the desktop the app can make plans out of your pictures taken.
Build a 3D model - check how you new home will be...
Or when looking at another house - check (with you phone) how the other offers compare to this one...
I hope you can (somehow) agree that there is a place (need?) for apps which "extend your phone".
And now there are developers which make such apps - and with every (real great for your needs) app you will think about how nice it would be if you could use the mobile version of this app.
Given the right number of great apps this could make a change in how many people would like to have this "desktop extension device".
Such a device must not fail in other situations (must be a good phone too), but if that is the case having it would make sense.
And in that situation an Android developer may think about making "his app" available on WM (since there is a market).
And (that's what I love with universal apps) - he can also make a desktop version of this app - with just a litte more work.
And here is the next point - convert "your Android app" to WM - hm.,,.. 2% market share - not worth the effort.
But thinking of billions of Desktop (Tablet) Users could change your mind.
From my point of view there are three reasons (except marketing) to grow the "need" for a specific device.
Good "hardware", cool features, and an app for everything.
A last thing - above I wrote, that "there a bad things" when I mentioned Excel.
I'm not a marketing or business guy - but if my goal would be to make WM a great thing and get a good market share...
I would under no circumstances make Excel available on competitor devices.
Maybe in a "locked down" version (read only access or so) but making "my onw apps" run on competitors OSes removes an important argument of "why should I buy a Windows Phone".
Because off a fully functional office suite? I get the same (and some even better) on iOS / Android,
Continuum makes a difference - but that's a thing a lot of people even don't know what it is...