It seems if the entire value proposition of their new phones is that they have a dashboard then they have a pretty tough row to hoe. The phones definitely look interesting, but they really, really, REALLY need to get someone with some marketing sense over there. The ad's, once again, are ridiculous. They are like my son, he knows what he wants to say, and it may be a brilliant idea, but when the words come out of his mouth, you just go "what?". As parents we can wade through it and get to the gist, as consumers, we are not willing to do so with so many other options out there.
That said, personally I think they should take a page from Apple's book. Focus on your strengths, your existing "ecosphere". They are sorta doing it with the xbox integration, but absolutely turn your phone into the ultimate office integration device. In this way you skirt around Apple's consumer focus and take someone who is weakening (RIMM) head on and there is tons of marketshare out there. Establish yourself in the corp. world and work towards the consumer. Going headlong against Apple/Google is simply going to get you bloodied and a lot poorer.
And again, fire your ad agency, they're not helping man, they're only hurting you.