A Windows Mobile reality check – see the full article for more on mobile market dynamics
Microsoft's strategy, however, aims far beyond the middle ground between INQ and iPhone.
Offering "Windows Mobile" as a reliable and highly customisable platform allows handset makers and network operators to flood the market with a large number of new and startlingly diverse smartphones.
"People want to live their lives through the device," says Mr Lees, "use it for text, music, social networking, sharing photographs, ever richer experiences."
"The Windows Mobile is the computer that is with you 24 hours a day, seven days a week."
Combine this with the fact that Windows software also powers more and more "embedded" devices such as clever fridges, car electronics and vending machines and we might soon find ourselves in an integrated world held together by Microsoft software.