https://marco.org/2009/09/01/interestingly-enough-we-discovered-that-most
Interestingly enough, we discovered that most people who carry a Windows phone don’t realize it’s running Windows Mobile. We also heard from many people considering their very first smartphone purchase that they’d very strongly consider a phone running Windows because it’s a brand they know and trust. You’ll see us try to simplify our branding so it’s easier for people to know when they’re carrying a Windows phone and easier to find them in stores.