The competition is fierce. Everyone is now iphone copycat. Android was faster to get there. WP late to the game. But they are all doing the same, working around a large ecosystems to attract consumers. WP has several components of ecosystem, gaming, PC, media. If WP is having trouble with all the marketing, the little guys like Jolla and company have little chance. Only a revolutionary new product could launch someone above their current ranking and I don't see it from little guys. Everyone is still iphone copycat.