Yes they need to get their strategy going. I hear a lot of complaints that windows phone has no app for this or that. Even the original surface does not have a Pandora app but you can get it on windows phone. A nice unified system for a developer or company to quickly support all windows devices will help a lot. Most companies want to have their apps to run on windows because of the number of users. They don't care about windows phone because the user base is so low. However, if you only have to spend an extra day or two to get it to run on windows phone after your windows app is done then they will throw it in for free.
After reading that I don't know how windows phone gets a market anymore. They really need a killer app or feature.