There are loads of reasons why Windows Phone hasn't taken off so far, but one that keeps crossing my mind is how often Microsoft has told us that the next version of the OS is the one that'll really blow us away.
For most of last year we listened to how Mango would be Windows Phone how it should have been from the start – right up until it launched and we heard that Tango, or even Apollo, would be the real deal.
Tomorrow never comes, as they say, and at some point fact and fantasy have to meet up in the present, not one or two releases down the line. Anyway, let's keep playing the game and talk about Tango – the next Windows Phone release that is expected to land sometime in the first half of this year.
It's not billed as a huge update like Mango, or indeed Apollo towards the end of the year. But it could end up being more of a shot in the arm for Windows Phone than either. According to The Verge, Tango will see Microsoft actively starting to push devices with 256MB of RAM, rather than the 512MB which is the benchmark (though not strictly the minimum) at present.
The upshot of this is that Tango is being interpreted as an update aimed at promoting low-end Windows Phone handsets, right around the time Nokia will no doubt be looking to push its historic entry-level strength into Windows Phone-labelled clothes, and say what you like about its Symbian phones, but they manage to get more from 256MB of RAM than any other phones around these days.
That's not to say Windows Phone will suddenly become the success some are predicting, but it'll certainly help. After all, further up the food chain it has the near-impossible task of going toe-to-toe with both Android and iOS.
On the bargain shelves at least it won't have Apple to worry about.