Amazon solved the lack of Google Play problem but their circumstances were very different.. Microsoft could technically do the same and they might have better app situation. Developer's problem with WP is that it is yet another platform to port their app to without any guarantee of returns given the platform's numbers. If MSFT went with their own Android store developers would just need minor changes to their Play Store version to gain yet another entry point. If it doesn't work out no big deal.
Problem is just going Android without great differentiation is almost a guaranteed failure for Microsoft. And at this stage in the game coming up with great differentiation is going to be very hard. But if they do something like put out great Nokia handset with great camera, guaranteed OS updates, a tiles based launcher an thriving alternate app store, more focus on privacy of the user and great Microsoft services and apps - that could work well. I am not sure about the practicaility of all that and if it will mean significantly more revenue for Microsoft. Besides, by all accounts Microsoft is still badly bullyish on the Windows everywhere strategy so to change course with Ballmer being the biggest share holder and Gates doing product advisor role it's just not easy. On top of that the market is just too irrational and hyper competitive for them to feel confident about doing something this drastic.
Problem is just going Android without great differentiation is almost a guaranteed failure for Microsoft. And at this stage in the game coming up with great differentiation is going to be very hard. But if they do something like put out great Nokia handset with great camera, guaranteed OS updates, a tiles based launcher an thriving alternate app store, more focus on privacy of the user and great Microsoft services and apps - that could work well. I am not sure about the practicaility of all that and if it will mean significantly more revenue for Microsoft. Besides, by all accounts Microsoft is still badly bullyish on the Windows everywhere strategy so to change course with Ballmer being the biggest share holder and Gates doing product advisor role it's just not easy. On top of that the market is just too irrational and hyper competitive for them to feel confident about doing something this drastic.