In 2007 or 2008, defining "users" in this context isn't that straightforward of an exercise.

Apple and Google might have had a good reputation with consumers who were using feature-phones at the time... but they both had bad reputations with most existing smartphone users at the time. Those users were primarily business business users or power users who had requirements that weren't met by most of anything that Apple or Google was putting out at the time. RIM and Microsoft were building the smartphones that were most trusted at the time.

The mass consumer market for smartphones really didn't exist until Apple took phones in that direction. Before that, they weren't entertainment or consumer-focused devices, they were productivity devices.

iOS and Android, by their second or third release, were already better products than Windows mobile 6.5, both for entertainment and productivity. That's the reason they won. Neither of them were "free" to users -- and in fact the devices that they ran on were more expensive than Windows Mobile devices. People were only willing to pay more for these devices because they were doing something entirely different than what Windows Mobile did. They were consumer smartphone devices -- a new category of device that didn't exist.

This is not to be confused with Windows Phone -- which failed because it was way too late to market, way too far behind in ecosystem support, and didn't solve any new problems.