They get the software right, but they're archaic as a business, to slow and I expect to much internal fighting. There's no excuse on how long they've taken to implement core features on WP.
They need a consumer and enterprise line. Pro 3 looks amazing, but it's not for general public. They need a mini asap and they need a surface 3 in October. They also need a surface phone, every surface should have a kickstand.
Then they need to tie in all the things which go with it. You need the fitness trackers, the smart watches, the home automation(although that ones sorted from 1st of June they've partnered with insteon) they need a £40 arm powered TV box, with Xbox movies, youtube, Netflix, nowtv etc.
And they need to attract more app developers. Even if they have to use their wallet in the short term, as they're late to the market.
Oh and they need to be better and slightly cheaper than the competition. So make sure they beat ipad in the spec race, then sell it 10% cheaper. Doesn't need to be china android cheap.