Windows Phone platform has been accepted as third major operating system for smartphones, but the other two competitors don't see it as a threat at all.
I'm going to give you the most recent and obvious example of pure ignorance coming from Google, as the company doesn't see Windows Phone as threat at all.
During I/O 2015 conference, Google announced a few new apps and services, which beside Android will be available on iOS as well. Not one of them have been confirmed to arrive on Windows Phone, though Google kept mentioning the word “cross-platform.”
So, if Google says “cross-platform” it only takes into consideration Android and iOS. The chance are Apple thinks and acts the same way.
If we're to be fair, it's their right to ignore Windows Phone, especially since Microsoft's mobile platform has such a low market share. Everyone is saying that, users, developers, even Microsoft, but all hope that things will improve.
Microsoft tried another approach lately by launching many, many affordable Windows Phone hoping to gain more market share, especially in emerging markets. That didn't seem to work, on the contrary, Windows Phone market share dropped slightly in Q1 2015 (by 0.2%).
That might probably be due to Windows 10 Mobile's approach, so those who want to switch to Windows Phone are now waiting for Microsoft to release its new operating system so they can get the newest device possible.
There aren't that many Android and iOS users that are now holding back from getting a Windows Phone device until Microsoft releases Windows 10. There are probably more that want to upgrade from a flagship Windows Phone to another.
But that won't improve Windows Phone's status at all. Microsoft needs something really revolutionary that would shake the market. Since they have already tried to bring cheap and reliable smartphones and didn't work, maybe it's time to try something different.
I believe that an Xbox Phone would definitely be much more appealing to customers than a high-end or affordable Windows Phone.
First of all, all those who own a Microsoft console would consider getting one. That is something that Microsoft needs: make people consider switching to Windows Phone.
Microsoft needs to make customers look at their phones and consider switching to Windows Phone. That's the first step, and an Xbox Phone would be the perfect device to do that. I believe it should turn a lot of heads.
Now that you made a customer consider switching to Windows Phone, you need to convince him/her that it's worth it.