Spanish mobile provider Telefónica today announced it is to help boost the visibility of Microsoft's Windows Phone 8 operating system in a bid to end the "current duopoly of Android and iOS." The two companies have signed a one year "enhanced marketing agreement" that will see Telefónica boost advertising of Windows Phone 8 devices in the UK, Germany, Spain, Mexico, Brazil, and Chile.

Telefónica wants to dilute the "polarisation of installed base in operating platforms."

As part of its marketing focus, the mobile giant has also pledged to "provide customers with a more personal smartphone experience like Windows Phone offers." It hopes its actions will make the market "more competitive" and dilute the "polarisation of installed base in operating platforms." To do this, the company says it will work with suppliers to ensure "the availability of high-quality devices," tapping up manufacturers like Nokia, HTC, and Samsung to get their products onto the shelves of its regional carrier stores.

Last year, Telefónica became one of the first mobile providers to back Mozilla's new Firefox OS, helping the software company take its new operating system to emerging markets. However, today's deal sees Telefónica focus on some of its stronger markets, helping Microsoft fight BlackBerry for third place in the smartphone market.