In terms of smartphones market share, Apple and Android-based smartphones are the ones who are considered as front-runners. Despite the dominance of these smartphone leaders, some experts say that Windows Phone who are considered to as "underdogs" could have the potential to be on top.

Reviews about Windows Phones are mixed - some people are impressed by it while some are expecting more especially when compared to Apple's iOS and Android. In this review done in USA Today, using Windows Phone 7 was described as a "joy to use". One of the reasons for this was due to the "vertical integration" that is utilized in Windows Phone. This means that most of Windows Phone has apps that are arranged in a vertical column of interactive tiles which makes it convenient for users to navigate. Aside from that, incorporating Microsoft Office in Windows Phone is a good move by the company because users could create documents through their smartphones through these applications. Users can also have the option to save their documents online through Microsoft's SkyDrive option.

Windows Phone 7 in Nokia Lumia 800 has also received a favorable response stating that it is a "strong newcomer" in the market. This device was the result of the collaboration between Microsoft and Nokia in order to produce a top of the line smartphone which can compete in the market. Andy Lees. The division chief for Windows Phone remarked that the partnership with Nokia devices was a huge development for the company. He also remarked that "Nokia brings state of the art industrial design and outstanding global distribution. Windows Phone brings it to life with an experience that puts people at the center."

Despite receiving favorable reviews, Windows Phone also had its share of negative reviews. One of which is the limited number of apps available for Windows Phone. Some users are not satisfied with the number of apps available for Windows Phone and some apps are not really working well with this kind of OS. This is one of the reasons why users are reluctant to drop their Android/iOs smartphones because not everything is compatible with Windows Phone. There are news reports stating that the number of apps in Windows Phone is growing rapidly but until then, most users would choose other options than Windows Phone.