A personal need is related to an app that's missing, or to a function like Cortana. When you make an OS full of proprietary software that cannot be exchanged with third party apps as default app (Keyboard, Skype, Bing, Office, Outlook, Onedrive etc.) and none of these is able to compete with what others have been offering for years then you have an issue. It's not about different needs anymore. It's that you are selling an OS that lacks really basic things. It's been going on for 4 years and it's been supported by apologists that, perhaps, fail to see that the market share keeps dropping, to the point that each time there is an increase of a 0,xx% it makes the news.
The OS is incomplete. We can say some are satisfied with an incomplete OS because the portion that's done is good for them and it's fine. But before calling WP an accomplished OS ready for global markets (keyword GLOBAL where global doesn't mean US, UK and EUROPE but means GLOBAL), it will take maybe another 5 or 6 years (at the current pace Microsoft has). Of course they can speed up, and come up with ONE SINGLE update (as opposed to 10 different ones in one year) that fixes all shortcomings in one single shot.