All scoped out
In terms of software, Canonical revealed little at the launch that we don’t know already about the software. But Cristian Parrino, vice president of Mobile at the company was at pains to point out that, with Ubuntu for phones, the company is not gunning for the tradition iOS and Android hegemony.
“We’re not coming out with yet another iOS or Android clone … we’re introducing a brand new way to interact with your smartphone,” said Parrino.
Rather than focusing on apps, an area in which Canonical admitted it cannot compete, the core thrust of Ubuntu for phones is set to be Scopes. Scopes are essentially a series of "categorised homescreens" that aggregate many different types of content - from SoundCloud and YouTube, for example.
"Scopes are also a way for users to make their phone experience revolve around the content and services they use the most," said Parrino.
Parrino insisted that Canonical wasn't "abandonding apps", stating that there are already 1,000 apps available on the platform. Developers can choose to code apps natively or in HTML 5.
Clearly, however, Canonical wants to shift the emphasis. Whether that's what consumers really want from a smartphone remains to be seen.