Take a page out of Apple's book. Introduce a single flagship device that works on all major carriers. Don't do multi-tiered devices. Pull the software updates out of the carriers hands. And if you're not going to make the device yourself, find someone to do it for you (hint, hint, Nokia would have been good for this). On top of that, populate the app store. Invest in it. Pay developers of currently popular Android and iOS apps upfront to create apps for the W10M platform with guaranteed support for X-number of years. You'll make your money back and they'll make money on top of it. I think that is a big one and it shows commitment to the platform. No one wants a smartphone if they can't do anything with it. In order to gain more market share, focusing solely on enterprise is not a viable option. There isn't enough market share there to make a difference. Besides that, most people would rather have one device that does it all, unless they are forced to use a specific device for business by whatever company they work for. Thus, devices tend to serve dual purpose and most consumers aren't going to buy a device that has an app store that is dying. I personally don't use a lot of apps, but there are some that would be nice to have that just don't exist on W10M. And no, I'm not talking about just games and time wasters. Don't get me wrong, I love my W10M device. I just know there's going to come a day sometime soon when I have to make a decision to stick it out just a little while longer or make the switch. And if things continue the way they are, my decision to switch will be that much easier.
In what parallel universe is "the app store dying"? At least if you make such claims, back it up with something, IMO, give some examples or evidence. The stores getting bigger all the time, dying just doesn't make any sense.
Google play has 2.8 million. The windows store is only up to 700,000 so far, its only slightly bigger than the amazon app store.
I really don't think spending major cash on Spotify and snapchat is going to sell the platform. You need a great deal more than that. And MS is a company that makes less than a quarter of what alphabet makes, and less than a tenth of what apple makes
If it were to play the game of bribing developers, not only would it just be a "me too" product, it would be doing so in a manner than could easily be outclassed by its competition who have vastly more cashflow.
Windows on mobile devices needs to be more than a third copycat. It needs to be noteably better at something that people want. There is no room for a third look-a-like.
And this is 100% out of apples book. When apple was nearly beat in desktop, and nearly when under, steve jobs came back, cut costs, leaned up the company and focused on development and innovation. They also "betrayed their users" by switching to intel over risc, and reduced the total number of macs, to just one.
Years later they came out with the ipod. Then the iPhone. And that's how we arrive at today. He is on record as saying his strategy was "to wait for the next big thing". MS is cutting costs, slimming down, and focusing on innovation. It's a basic steve jobs play, straight out of apples playbook.
And that's why they are not pouring money into phones, but trying to fight battles they have better odds of winning, while focusing on future technologies.
Also, premium markets are literally just about to start shrinking. They already are in mature markets. The make money from iphones model is a well that's going to run dry. Which is why google, apple, Samsung, are all also looking for 'the next big thing".