What Microsoft needs to do to with phones

Ars Technica has a fantastic write-up on why Microsoft is irrelevant in the phone market, and what they need to do to fix that.

...if the company wants to achieve any relevance in this market, it needs to stop acting like a software company, and start acting like a consumer electronics company. It learned that lesson with Zune. It knew it was the only option with Xbox. It needs to do the same for phones.