Firstly, Windows CE was demonstrably years behind tech-wise - even a causal grandmother consumer could see the difference between an iPhone and a CE device. That's not the case here: this looks (to casual eyes) like an iPad equivalent.

Secondly that time round they went at it by making the phone alude to the Windows brand. Here they're using the Windows sales (which are assured) to get Metro in front of users.

Thirdly they're now copying a proven thing (the iPad). Last time they were half-leading the charge for semi-smartphones, and never figured out the right tech to evangelise people. They've always been better at copying than at innovating afresh.

Forthly they're all in. They basically screwed the desktop OS over to put tablets front and centre. All their considerable weight and spending power will be behind this - in shops up and down the land.

Of course it's not over yet. But if they play this right, it could be very interesting game indeed.