The obvious come-from-behing strategy for Windows phones: Look at how is market leader (Apple) is beating everyone else (RIM/Android) and emulate their success. I think they're trying to do this: use tighter control over the platform to ensure superior UI/UX and seamless integration with their desktop products. If Microsoft can pull this off, they will take a big bite out of the 2nd/3rd place competitors and threaten Apple. If they can't, Windows Phone 7 will be an also-ran like Zune.