The fight against Android and iOS by network carriers have been slowly taking effect around the world. The lastest carrier to announce that it will fight against the Android and iOS duopoly is telecom giant Telefónica, and the plan is to use Windows Phone 8 to create a potential market shift or to level the playing field to allow for better and more effective competition.

We understand that Microsoft and Telefónica have signed a 1 year agreement that will see Telefónica boost advertising of Windows Phone 8 devices in the UK, Germany, Spain, Mexico, Brazil, and Chile. This is great news for Microsoft and Nokia as both companies have been finding it very difficult to break the iron grip hold Android and iOS currently has on the smartphone and tablet market.

"An associate partner such as Microsoft is chosen as a result of its operator-focused business approach. The Microsoft business culture is based on a model of value creation through its partnersassociates, which fits in perfectly with our culture and also with our way of doing business," said José María Álvarez Pallete, COO of Telefónica S.A.

Android and iOS alone controlling the market for the foreseeable future is not something Telefónica is up for supporting, thus, the company will work with OEMs such as Nokia, HTC, and Samsung to make sure that high-end non-iOS and non-Android devices are available on the shelves and ready for consumer consumption.

What Microsoft and Telefónica is planning could turn out to be a good thing for Windows Phone 8 and the smartphone industry overall. There needs to be more competition without worrying too much about the choke hold Android and iOS has on the market.

Telefónica was one of the first telecom operators to put its weight behind Mozilla's Firefox OS, so it comes as no surprise seeing the company doing the same for Windows Phone 8.