What does Windows phone need to be on par/better than Android and IOS

I myself am an android user, but Windows phone has always intrigued me. Nokia's phones are IMO the best aesthetically on the market, and the OS itself looks unique. I've noticed that it's scarcely mentioned on any tech site, or by anyone though. What is it missing? Is Microsoft putting effort into fixing it? What are it's benefits? When will it be where it needs to be?