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The mobile market seems to be saturated with products and software, and that includes operating systems. The people are pretty much divided into Android, iOS, and Windows Phone users. There are some scraps at the table, but that's pretty much it. Where will Ubuntu for phones fit in this tight-knit ecosystem?
Canonical is making a mobile version of Ubuntu, or better yet, they are making a new Ubuntu version that's going to influence the desktop flavor. It's a bold move and it will be very hard for the company to break through the known stubbornness of the customers and provide something that is more than appealing, something that users must have.
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