????上個月，Windows Phone 8與諾基亞（Nokia）Lumia 920 設備一道推出。最近，宏達電（HTC）推出了自己的Windows 8手機，該系列將在10月下旬Windows 8官方產品推出前后面市。這些顏色鮮艷的設備是標準的智能手機形象：輕薄、Gorilla玻璃、800萬像素攝像頭、4G LTE以及雙高通（Qualcomm）Snapdragon芯片等。

????但說實話，微軟（Microsoft）成為頭號移動操作系統的可能性微乎其微。因為要做到這一點，它必須要取代蘋果（Apple）和谷歌（Google），這簡直是不可能完成的任務。微軟僅擁有近4％的市場份額，而谷歌的市場份額超過50％，蘋果的市場份額在30％以上，[要想趕超]，微軟將需要使其市場份額直線攀升。

????但這不會阻止微軟發揮自身在軟件和B2B市場方面的優勢。據ComScore和IDC稱，微軟在移動操作系統領域位居第四，落后于陷入困境的黑莓（Blackberry）手機制造商RIM，但其數量在上年出現了增長——主要是在美國以外的地區。總之，微軟處于爭奪季軍的有利地位，應該足夠確保該公司操作系統在商務市場的統治地位，假以時日，Windows 8作為移動操作系統，將更多的被普通消費者接受。

????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《財富》美國1000強公司簽大單

????這一方法也可以歸結為“繼續做你所擅長的”。或者說向企業級市場推銷Windows。對谷歌和蘋果而言，打破消費者的使用習慣相對簡單，但要顛覆Windows服務器、臺式機和管理軟件，以及那些受訓使用這些系統謀生的人則沒那么容易。分析師們大談BYOD（帶上自己的設備）去上班這一理念，但現實情況是，對于那些全球性的大公司而言，管理風靡一時的智能手機仍極具挑戰性。大多數首席信息官和首席技術官不大在乎你想用什么[設備]，他們更關心的是自己必須保護公司數據和自身預算。臺式機搭載Windows 8，加之Surface平板混合型設備即將推出，首席信息官們可能更容易看到Windows在各類別設備上運行的成本效益。

培育企業應用市場

????銷售微軟軟件是頭等要務，但允許關鍵移動應用在整個Windows操作系統環境中運行可能會提高采用Windows的賭注。有些軟件要壓縮成應用程序，挑戰性極大，但將復雜軟件的功能擴展做成應用合情合理，特別是當其更好的與電子郵件和其他內部系統集成。各設備間更加無縫的體驗會受到歡迎，同樣，更明確針對企業用戶設計的設備受到歡迎。微軟即將推出的Surface平板電腦-筆記本混合設備就可能是這樣的設備。

成為零售高手

????你可能沒有注意到，微軟目前在美國和加拿大開設有20個零售點。今年該公司將開設更多，其中包括節假日期間的32個彈出式零售點。鑒于其Xbox游戲機大獲成功，而新款Surface平板電腦即將發布，令消費者購買設備對微軟來說比以往任何時候都更重要。

????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.