Microsoft is going solo with its own branded Windows 8 Surface tablets. So why not do the same with Windows Phone 8 smartphones? Evidence is building that Microsoft is making its own branded Windows Phone. Originally the China Times issued an unsourced report saying Microsoft was making its own phone; now the popular Windows Phone blog WPCentral cites anonymous sources saying the same. It may or may not be true. But is it even a good idea? It’s always good to have a contingency plan. Current Windows Phones from the likes of Nokia (exclusive partnership), Samsung and HTC have struggled to sell. The latest mobile market share numbers from comScore have Windows Phone at a lowly 3.8 percent in the U.S. There is still no official release date for Windows Phone 8, but it is expected to release shortly after Windows 8 on Oct. 26. Nokia, in particular, has not been able to reach consumers despite a colorful and well-reviewed line of “Lumia” Windows Phones. Recently announced Nokia Lumia 920 and 820 phones running Windows Phone 8 generated buzz. But it’s starting to feel like buzz, and not sales, is all that Nokia phones are capable of generating. There is speculation that Microsoft is fed up with Nokia’s poor performing Windows Phones and the company’s insistence on emphasizing the “Lumia” name over “Windows Phone” in its branding. This could explain the big splash Microsoft gave HTC when the companies announced the Windows Phone 8X and 8S HTC phones two weeks ago. The surprise announcement in June of a Microsoft-branded Windows 8 tablet, called Surface, shows that Microsoft is capable creating its own Windows hardware, and doing it secretly. I, for one, think Microsoft should wait and see how the Surface tablets fare in the marketplace before dropping a Microsoft phone into the ultra-competitive smartphone jungle. Microsoft has had a hell of a time getting a foot in the door in mobile even with help from popular hardware makers. However, the strategy of partnering with OEMs, which has worked so well for Google’s Android, is just not working for Windows Phones. So maybe Microsoft should do as Apple does and control all components. It could free up Microsoft to simplify Windows Phone marketing and present its true unfiltered vision of the phone. Problem is, nearly all of Microsoft’s previous attempts to control hardware and software have failed (Xbox is the exception), and there’s no indication that a Microsoft-branded Windows Phone will be any different. What do you think? Take the poll below.<a href=”http://polldaddy.com/poll/6586695/”>Should Microsoft Make Its own Windows Phone?</a> Related content opinion Last Words Before Closing Eye on Microsoft By Shane O'Neill Jun 05, 2013 3 mins Small and Medium Business Tablets Windows opinion With Rumored Reorg, Microsoft Tries to Simplify The mounting pressure on Steve Ballmer to streamline Microsoft is finally leading to some action. By Shane O'Neill Jun 03, 2013 3 mins IT Strategy Cloud Computing Computers and Peripherals opinion What You Need to Know About the New Lync and Skype Integration Audio calls and instant messaging are officially integrated between Lync and Skype, but no video connectivity yet. Here are some key points for users and IT admins about the new Lync-Skype connection. By Shane O'Neill May 29, 2013 3 mins Small and Medium Business Internet VoIP opinion Microsoft Should Leave the Competition Out of Ads Microsoft is in no position to disparage Google and Apple in TV ads, yet it keeps doing it. A new ad for Microsoft Surface turns inward and gets it right. By Shane O'Neill May 23, 2013 2 mins Small and Medium Business Tablets Internet Podcasts Videos Resources Events SUBSCRIBE TO OUR NEWSLETTER From our editors straight to your inbox Get started by entering your email address below. Please enter a valid email address Subscribe