Microsoft just sucks at marketing and so does Nokia; which is run by an ex-Microsoft employee. I swear he went to Nokia to ruin them and put them in a position where Microsoft could acquire them.
In short, Nokia burning 10-12% market share to boost Windows by .4%. It's one of the worst business case studies ever: how to kill a manufacturer.
There's no way Nokia would be at 3% market share if they'd gone after the future OS after Symbian. There's no way Nokia would be at 3% if they went with Android. All of the mobile OS geeks knew Windows was doomed because in the 10+ years they've been releasing Mobile OS systems, every single one has been pure crap. Why would WindowsP8 be different?
Seriously, Nokia was a sacrificial lamb on the altar of Baller with Elop as high-priest.
Everyone seems to assume that Nokia would do well if only it had used another platform. Why? Most of it's competitors haven't.