One of the biggest dilemmas facing operators, as they seek to keep their brands foremost in users’ minds despite the sparkle of Android and Apple, is where they can best achieve this. Should they take on Nokia in branding the devices, create their own user interface to rival HTC Sense – or, and perhaps more realistically, draw their power from the capabilities of their networks and servers? Some carriers are admitting defeat at the smartphone end and looking to attract customers and new revenues by harnessing network features like location, and the growing importance of the mobile cloud.

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Microsoft’s Senior Director, Todd Brix, has told Bloomberg today that the company is providing financial incentives ranging from free tools and test handsets to funds for software development and marketing to developers to build Windows Phone 7 applications. Microsoft is in some cases providing revenue guarantees.

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The latest comScore numbers are out for the three-month period ending in May 2010. The most notable trend spotted was a 4 point (up from 9.0% to 13.0%) quarterly increase in Google’s Android market share as all other smartphone OS subscribers declined. ComScore also saw Motorola’s slide continue, slipping behind LG now for a third place US finish as Samsung continued to bolster its dominant position. Expect the numbers to be jostled a bit next quarter when Apple’s iPhone 4 numbers are factored in. Just don’t expect to see the Android numbers suffer, especially with the Samsung Galaxy S launching on all the major US carriers before the quarter is done.

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