Microsoft's late start with Windows Phone makes it a dark horse in the mobile market. Apple, Google, and RIM have already managed to take huge existing market share, with millions of customers currently using their products. That attracts the attention of developers who want to reach those millions of users through app stores. Microsoft needs something that will turn developer attention to the Windows Phone platform, despite the fact that there aren't currently a lot of users to buy whatever is created. It's a classic chicken-and-egg problem.
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