Windows Phone's Secret Weapon: Customization

Despite coming from one of the world's most well-known tech companies, Microsoft, Windows Phone has a freakishly odd smartphone branding problem. From what I see out there, most consumers barely know what a Windows Phone is or how it works or why they might want one. Business users tend to be more aware of it -- particularly the PC laptop-toting ones -- but they often end up choosing an Android smartphone or even an iPhone instead. Now, Microsoft finally has a chance to create something meaningful for the mobile world.