If you want this to become a three horse race, exposure is EVERYTHING. I think it goes without saying that the cost in developing OFFICIAL apps for household names like Walmart, Target, Sears, Walgreens, CVS, etc as well as tech giants like Dell, HP etc is greaty overshadowed by the exposure gained by having resputable companies in your app store.

In case your marketing team hasn't figured this out yet, the #1 thing holding people back from adopting the platform is lack of a specific app that they use daily. In most cases this is not some obscure app, it's usually a reputable company that there really is no excuse for not having an app for (a good friend of mine love the metro UI but not having an official Anerican Express app is a deal breaker).

Stop focusing on gimmicky things like 3D touch (even though it sounds cool) and pool all of your resources into bolstering your app store. The reception to the OS and UI has been excellent, reviews have been solid, so why isn't the marketshare growing at the pace you'd like?

APPS! If they don't build them on their own, offer to help. A lot of the consultants they use for mobile app development aren't comfortable enough with the sdk or won't be bothered to learn it. Help them if you're really as committed to Windows Phone as you claim.