Microsoft exec Joe Belfiore reckons quality, not price or specification, is what sets Windows Phone handsets apart from its OS rivals.
Speaking to The Verge, Belfiore claimed WinPho strikes a happy balance between the variety and value typically associated with Android, and the focus on quality Apple's iOS is known for.
Microsoft has been talking up Windows Phone is a viable “third ecosystem” since it first launched more than a year ago now, but so far it has struggled to make any kind of meaningful impact, and its market share is still stuck in single figures.
But Belfiore is still a believer, and says the Windows Phone user experience is what differentiates it from its rivals. By focusing on a fairly narrow band of specs, he argues, Microsoft and its hardware partners can work together to optimise performance between components without impacting on price or battery life.
It's a nice idea in principle – to whatever extent it's actually true – but with the average consumer looking first and foremost at specification when comparing devices, we're not sure it's the cleverest strategy in the wider scheme of things.
Time will tell, and Microsoft is certainly sticking to its guns. As an aside, Belfiore mentioned that the Nokia Lumia 900 and HTC Titan II are the only new Windows Phone handsets Microsoft is focusing on at the moment.
We're hoping he means just in the US market as we'll be mighty disappointed if there's nothing new for us to see at Mobile World Congress next month.