When it comes to mobile devices, there’s a thin line between differentiation and fragmentation. Differentiation is enabling phone manufacturers and carriers to put their own stamp not just on the outside of the phone but also on the inside. To stand out against the competition in today’s market, manufacturers and carriers must go beyond the phone hardware itself and provide value-added services such as music and video content to the user.
Fragmentation occurs when the software platform fails to provide a supported mechanism to differentiate. Value-added services then have to be highlighted to consumers by creating custom methods. Some examples of how fragmentation impacts today’s mobile phone users are:
To avoid this inevitable fragmentation, it is crucial for the platform to design for differentiation from the start. At the core of Ubuntu’s design vision, scopes provide dedicated views to find, organise and show a variety of content types. Whether it’s the user’s contacts, messages, pictures or online videos, dedicated scopes work seamlessly to bring the best possible search results.
The scopes framework is one of the enablers for flexible branding without sacrificing compatibility. Ubuntu provides default scopes such as Home, Apps, Videos and Music. They feature a clean, extensible interface that provides unique opportunities for differentiation:
If you are a mobile operator interested in how Ubuntu helps carriers differentiate, learn about the carrier advisory group.
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