You're confusing overall growth and market share. To keep things really simple if the overall number of smartphone users goes from 1 million to 1.5 million that's 50% growth of the market. If my particular flavor of OS grows 30% during that same year I'm actually losing market share even though I am crowing from the rooftop "Hey we grew 30% last year!" Here OP is saying just because there's a lot of love for Windows what it really needs to do to be the year of the Windows phone is take share from iOS and/or Android.