Agreed. It's a big rabbit hole.

Plan A: Stop calling it Windows. Surface is preferred but just pick a name that doesn't have Windows in it.

Plan B: Rollout one high-end phone a year, two mid-range and three low-end models, all of which have attractive off-contract pricing. Be very aggressive with pushing sales reps to see the value in WP. Provide them with a kiosk (aka Surface tablet) that lets potential customers quickly explore all the available apps, especially the top 20, 50 and 100. The point is stop chasing the high-end and build from the ground up. Push these low-cost OEMs hard to innovate and release products broadly.

Plan C. Purchase Sprint and T-Mobile and become vertically integrated, giving customers using WP preferences in terms of plans and savings.

Ultimately, the entire Windows eco-system is at stake here. Something very major has to be done to right the ship.