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IBM made developers and companies pay through the nose for OS/2 initially. Whereas Gates and Ballmer famously catered to "DEVELOPERS! DEVELOPERS! DEVELOPERS!" and literally gave away copies of Windows at every tech conference they could.

By the time IBM got religion about how to market OS/2, it was too late.

MS really has to give this away -- not just the phone, the whole package, the phone, the network services, the apps -- in order to get traction.