IDC recently predicted that by 2015 Windows would control 20% of the smartphone market and the loser would be the iPhone falling to 16%. PCMagazine, however, has a better story about the current state of the Windows Phone. Visiting the major cellular carriers and specifically asking about a WP7 based unit, the writer was discouraged at every turn.

ToTheTech.com

Sometimes we are too caught up in reading about capabilities and positioning of brands. In the end, the average consumer walks into the store and looks at offerings within a price point. If the representatives in those stores think the market is dominated, and will continue to be dominated, by Android and iOS, then there is little mindshare for the upstarts to gain a foothold. WP7 may make it, but for now it appears to rely mainly on early adopters and other enthusiasts. These are also the people that digital agencies need not market towards because advertisements are highly ineffective with these populations.

Keeping apprised of Windows Phone developments is necessary, but keeping in mind the actual purchasing experience is more important. For now, and the immediate future, it appears marketing on a Windows Phone will not be particularly effective.

PC Mag: Are the Carriers Strangling Windows Phone 7 at Retail?