Windows phone was more like the Zune strategy repeated 3 times in rapid succession failing harder each time.
Its perplexing to me that Microsoft fought it out so hard with the xbox and then did nothing more than half heart fight in phones. Consoles don't really do much for Microsoft's other businesses IMO, and I'd actually argue their success hurts Windows in some direct ways by weakening the need for a Windows gaming PC for some people. I don't really see what Microsoft at large really wins with the xbox.
Throwing their all at phones makes sense. Throwing their all at web browsers make sense. But they seem to half ass both efforts and then act surprised they fail each time.