What is this nonsense about "Windows Phone isn't for everybody"? The whole premise behind Windows from the very beginning was to make the computer for "everybody". Customization with standardization of a gazillion things was what made it so popular and the world leader in the OS race.
They still maintained this when they were WAY ahead of Apple and Android with Windows Mobile. The reason Android became so popular all of a sudden was because Apple allowed for almost no customization and Windows abandoned WinMo for Windows Phone which also lacked customization capabilities. They threw out the extra buttons, API access to dozens of things, removable memory cards, and tons of customization, and left the power-users standing with nothing to customize.
Fast-forward to now. Android is caught up in it's own mess of fragmentation. The flagship phones such as the Galaxy are loaded with quirks. Mine jumps time zones and into military time occasionally among other things even though that's buried in the menus and not something I could easily accidentally change in my pocket a couple times a week. The memory card is now all but useless. You can't even edit a photo on the card with an editing app other than the native app. You can't move files around on the card except with the native app. Heck, most of the apps can only write to their own install folder so your data is spread all over the phone.
The bottom line is that there's a lot of us old MS junkies out here who have been using Android while patiently waiting for MS to do what MS is both capable of and known for - A user experience for everyone from my grandma to people who live to tweak their machines. And as Google continues to make their system even worse with every upgrade, and Win10 rolling out which should offer us a pretty seamless experience between all devices, we're getting anxious to come back. But until they get the customization back, we're stuck with Android.
When it comes to Swiftkey particularly, let me explain what is so great about it. First of all, the prediction is top rate. Often I can send a text to one daughter "Please make sure you take the dog out when you get home." and then text the other "What time do you go to work tonight?" and the only two letters I had to hit were "P" and "W". From there, based on my most frequent speech in both email and facebook, it knows that if I start a sentence with "Please", there is a high likelihood that "make" is next so it is up there in the suggestions with "call" and "go". This continues until the sentence is done. All I'm doing after the first letter is choosing words.
But that's not all. Suppose I'm typing a longer email or text and I get a few lines down and realize I want to make a change. My fat fingers almost never can land in the spot that I need. I end up trying to poke the spot I want to start typing in a dozen times before landing the cursor where I want it. In Swiftkey they have an option to add......cursor buttons. Isn't that crazy? Arrows that go up and down and left and right that let you move the cursor where you want on the screen? I mean WOW. What an ingenious concept. It's a shame that no one else has thought of it. You an also resize the keys for your fingers and you can elect to run with a full number bar across the top just like a normal keyboard. So if you type a lot of stuff that uses numbers like I do, you aren't forced back and forth constantly to changing screens to put numbers in and go back to text.
These really aren't fancy features we're looking for. Nothing that WinMo wasn't capable of doing. The problem is that after all these years, MS still doesn't see where they dropped the ball. Abandoning power users and killing WinMo for power users to launch a half-baked phone OS that didn't even have copy/paste in order to compete in the rapid growth "basic user" space which was already filling up with two others and users were getting locked into their ecosystems was just a bad idea. Those are the people who use their devices a lot less. Many buy for fashion or peer pressure and wouldn't use Windows if it cleaned their house for them.
To truly break through, MS needs to offer Android users a more stable and integrated experience with the same level or better of customization. They're on the right track, but if they don't do this, they'll never move back to being a top contender.