I'm well aware of Nokia Maps, Lens and their other apps, but would that stuff really sway someone to buy a Nokia over a different WP? The answer is no, Windows Phone can only really compete on hardware.
Given the fact that they're outselling HTC and Samsung the answer is obviously yes.
I have a Samsung WP but my next phone will be a Nokia because they've demonstrated that they're much more committed to developing the platform and providing additional value through the software they add to their phones. By comparison, Samsung have done very little and have only ever released a few worthless apps. HTC have a slightly better track record but up until now they've been more interested in pushing Sense-like features that don't appeal to me.
The other problem that HTC and Samsung have is that they've been constrained by their Android phone and have simply recycled designs for WP. HTC's latest phones seem to buck that trend which is a good thing but Samsung's next WP is simply a rebranded Galaxy S3 and it's pretty clear that they're not interested in competing with Nokia.
The largest OEM for an OS that pretty much no one else was interested in selling.
I think that's about to change. Android isn't working for HTC and it's clear that they intend to invest more in WP to try and grow their business again. They've pretty much said this and it's their new designs prove that they're starting to take WP seriously. Samsung have no reason to try too hard with WP as their Galaxy range is successful enough but it's obvious that they're the only OEM that's able to make a success of Android.