????上個(gè)月，Windows Phone 8與諾基亞（Nokia）Lumia 920 設(shè)備一道推出。最近，宏達(dá)電（HTC）推出了自己的Windows 8手機(jī)，該系列將在10月下旬Windows 8官方產(chǎn)品推出前后面市。這些顏色鮮艷的設(shè)備是標(biāo)準(zhǔn)的智能手機(jī)形象：輕薄、Gorilla玻璃、800萬(wàn)像素?cái)z像頭、4G LTE以及雙高通（Qualcomm）Snapdragon芯片等。

????但說(shuō)實(shí)話，微軟（Microsoft）成為頭號(hào)移動(dòng)操作系統(tǒng)的可能性微乎其微。因?yàn)橐龅竭@一點(diǎn)，它必須要取代蘋(píng)果（Apple）和谷歌（Google），這簡(jiǎn)直是不可能完成的任務(wù)。微軟僅擁有近4％的市場(chǎng)份額，而谷歌的市場(chǎng)份額超過(guò)50％，蘋(píng)果的市場(chǎng)份額在30％以上，[要想趕超]，微軟將需要使其市場(chǎng)份額直線攀升。

????但這不會(huì)阻止微軟發(fā)揮自身在軟件和B2B市場(chǎng)方面的優(yōu)勢(shì)。據(jù)ComScore和IDC稱，微軟在移動(dòng)操作系統(tǒng)領(lǐng)域位居第四，落后于陷入困境的黑莓（Blackberry）手機(jī)制造商RIM，但其數(shù)量在上年出現(xiàn)了增長(zhǎng)——主要是在美國(guó)以外的地區(qū)。總之，微軟處于爭(zhēng)奪季軍的有利地位，應(yīng)該足夠確保該公司操作系統(tǒng)在商務(wù)市場(chǎng)的統(tǒng)治地位，假以時(shí)日，Windows 8作為移動(dòng)操作系統(tǒng)，將更多的被普通消費(fèi)者接受。

????那么，微軟在此期間能做些什么？該公司可以借助以下四大途徑提升自己的地位：

與《財(cái)富》美國(guó)1000強(qiáng)公司簽大單

????這一方法也可以歸結(jié)為“繼續(xù)做你所擅長(zhǎng)的”。或者說(shuō)向企業(yè)級(jí)市場(chǎng)推銷(xiāo)Windows。對(duì)谷歌和蘋(píng)果而言，打破消費(fèi)者的使用習(xí)慣相對(duì)簡(jiǎn)單，但要顛覆Windows服務(wù)器、臺(tái)式機(jī)和管理軟件，以及那些受訓(xùn)使用這些系統(tǒng)謀生的人則沒(méi)那么容易。分析師們大談BYOD（帶上自己的設(shè)備）去上班這一理念，但現(xiàn)實(shí)情況是，對(duì)于那些全球性的大公司而言，管理風(fēng)靡一時(shí)的智能手機(jī)仍極具挑戰(zhàn)性。大多數(shù)首席信息官和首席技術(shù)官不大在乎你想用什么[設(shè)備]，他們更關(guān)心的是自己必須保護(hù)公司數(shù)據(jù)和自身預(yù)算。臺(tái)式機(jī)搭載Windows 8，加之Surface平板混合型設(shè)備即將推出，首席信息官們可能更容易看到Windows在各類(lèi)別設(shè)備上運(yùn)行的成本效益。

培育企業(yè)應(yīng)用市場(chǎng)

????銷(xiāo)售微軟軟件是頭等要?jiǎng)?wù)，但允許關(guān)鍵移動(dòng)應(yīng)用在整個(gè)Windows操作系統(tǒng)環(huán)境中運(yùn)行可能會(huì)提高采用Windows的賭注。有些軟件要壓縮成應(yīng)用程序，挑戰(zhàn)性極大，但將復(fù)雜軟件的功能擴(kuò)展做成應(yīng)用合情合理，特別是當(dāng)其更好的與電子郵件和其他內(nèi)部系統(tǒng)集成。各設(shè)備間更加無(wú)縫的體驗(yàn)會(huì)受到歡迎，同樣，更明確針對(duì)企業(yè)用戶設(shè)計(jì)的設(shè)備受到歡迎。微軟即將推出的Surface平板電腦-筆記本混合設(shè)備就可能是這樣的設(shè)備。

成為零售高手

????你可能沒(méi)有注意到，微軟目前在美國(guó)和加拿大開(kāi)設(shè)有20個(gè)零售點(diǎn)。今年該公司將開(kāi)設(shè)更多，其中包括節(jié)假日期間的32個(gè)彈出式零售點(diǎn)。鑒于其Xbox游戲機(jī)大獲成功，而新款Surface平板電腦即將發(fā)布，令消費(fèi)者購(gòu)買(mǎi)設(shè)備對(duì)微軟來(lái)說(shuō)比以往任何時(shí)候都更重要。

????Last month, Windows Phone 8 launched with Nokia Lumia 920 devices. More recently, HTC launched its own Windows 8 Phone line to be available around the official Windows 8 product launch in late October. These brightly colored devices are standard smartphone fare: slim, lightweight, Gorilla glass, 8 MP cameras, 4G LTE, dual Qualcomm Snapdragon chips, etc.

????But let's be frank, Microsoft (MSFT) has little chance of becoming the number one mobile operating system. To do that, it would have to displace Apple (AAPL) and Google (GOOG), a task far beyond Hercules. At nearly 4% market share, Microsoft is facing the steepest vertical climb of its life. Google has over 50% and Apple over 30%.

????But that won't stop Microsoft from playing to its software and business-to-business strengths. According to ComScore and IDC, Microsoft is squarely in fourth place behind troubled Blackberry-maker RIM (RIMM) but has seen its numbers grow in the last year -- mostly outside the U.S. Still, Microsoft is a unique position to play for third place -- a position that should be enough to keep its operating system dominance in the workplace, and with time, give more acceptance to Windows 8 as a mobile OS for average consumers.

????So what can Microsoft do in the meantime? Here are four key ways Microsoft could play its position:

Large contracts with Fortune 1000 companies

????Also know as "keep doing what you are good at." Also also known as, Windows in the workplace. Disrupting consumer habits is easier for Google and Apple than disrupting Windows servers, desktops and management software and people trained to use those systems for their livelihood. Analysts talk up this idea of the BYOD (Bring Your Own Device) to work, but the reality is that for major corporations with global reach, managing the smartphone flavor of the month is still incredibly challenging. Most CIOs and CTOs care little what you want to use and more about what they have to protect: company data and their budgets.nWith Windows 8 on the desktop, and upcoming the Surface tablet hybrid, it could be easier for CIOs to see the cost benefit of Windows across devices. .

Foster an enterprise apps economy

????Selling Microsoft software is the priority, but allowing key mobile apps that work across a Windows OS environment could up the ante for Windows adoption. Some software will simply be too challenging to condense in to an app, but functional extensions of complex software as apps make sense, especially when better integrated with email and other internal systems. A more seamless experience across devices would be welcome, as are devices designed more specifically for business users. Microsoft's forthcoming Surface tablet-laptop hybrid could be that device.

Become master retailers

????You may not have noticed, but Microsoft does have over 20 retail locations in the U.S. and Canada right now. It is opening more this year, including 32 pop-up locations for the holiday season. With its hugely successful Xbox gaming console and the new Surface tablet coming out, getting consumers to buy its gear has never been more important.