TBR COMMENTARY: WINDOWS PHONE 7 OS LAUNCH PROVIDES STRONG REENTRY POINT FOR MICROSOFT, BUT APPLE AND ANDROID CONTINUE TO DOMINAT - Sponsored Whitepaper

Microsoft’s mobile success hinges on adoption of Windows Phone 7 devices: Operators are embracing
Windows Phone 7 devices, as the big four U.S. operators have all committed to carrying the devices, though
Microsoft’s plan to target the consumer market instead of its traditional business customer base may hamper
growth. The consumer mobile market is already flooded with popular operating systems, including Google’s
Android and Apple’s iOS, leaving little space for new entrants. Windows 7 received raving reviews, which is
promising ahead of the November U.S. launch, though Microsoft will have to invest heavily in advertising to
promote the new device lineup.