Windows Phone has struggled in the mobile market, declining from a 23% market share in 2004 to just 5% in 2010. While Microsoft has attempted to revitalize the platform with updates like Windows Phone 8.1, Windows Phone still only accounts for about 1 in 10 smartphone users in Europe and parts of Latin America and the United States. However, the platform may still have revenue potential in emerging markets, as data from the payment company Fortumo shows higher average transaction values from Windows Phone users in countries like Russia, Brazil, Saudi Arabia, and Thailand compared to more developed markets. For companies developing mobile apps, focusing on localizing apps, distribution, pricing, and payment methods may be keys to finding success with Windows Phone in