Ubuntu – A wider scope

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A concept device for those looking to create an ecosystem.

• Canonical and BQ (a Spanish handset maker) have joined forces and launched the first (long delayed) mobile device based on Ubuntu.
• Ubuntu is a free open source OS based on Linux that exists on computers.
• The device is basically a version of BQ’s Aquaris E4.5 device but instead of running Android it runs Ubuntu.
• This makes complete sense as by using hardware that already exists, it reduces costs and makes it much easier and cheaper for other manufacturers to do the same.
• The device features a 4.5” screen, 1GB RAM, a 2150mAh battery and a 1.3Ghz quad core processor from MediaTek.
• It has been obvious from the outset, that the biggest issue that this platform faces is the fact that there is no app. store and no third party apps.
• Canonical has attempted to fix this problem by introducing what it calls Scopes into the user experience.
• These are single screen panes (a bit like Google Now) that offer the user access to the different Digital Life activities.
• For example in the Music scope offers the user access to his music as well as services that are available on the device.
• There are scopes for social networking, web browsing, photos and so on.
• The idea here is to replace the ubiquitous application grid that has become a standard on almost all smartphones.
• Developers wishing to offer their apps and services will be able to write for inclusion on an existing scope or write scopes of their own.
• The issue will then be how will the developer then get his service onto the device?
• Without an app store, users will find it very difficult to discover and download new scopes onto their devices.
• I suspect that Ubuntu will probably have a scope where developers can advertise what is available for download and installation.
• Getting rid of the app grid is not a new idea as both Microsoft and Jolla have tried this but have yet to see real traction.
• In both cases the main problem is marketing as users are so used to app grids that they have to be carefully educated that there is something better out there.
• The concept of the Ubuntu user experience is likely to suffer from exactly the same problem as neither BQ nor Canonical have the resources to run huge campaigns.
• This is why they have taken a leaf out Xiaomi’s book and are selling the device online in a series of flash sales.
• The initial aim of this device is for it to be sold to early adopters and developers in the hope that this will create a groundswell of positive sentiment that will drive third party content development as well as consumer demand.
• I do not think that Canonical is looking to become an ecosystem in its own right but has launched this device as a proof of concept.
• I suspect that the real aim is to be the provider of tools and services that make it much easier to build an ecosystem.
• It looks very much as if this proposition is being aimed at China where the market is dominated by low end Android.
• Baidu, Tencent and Alibaba are all looking to build ecosystems on mobile devices which is why Alibaba has just invested in Meizu (see here).
• Alibaba has been experimenting with its own YunOS on Android which has really struggled to gain any traction in the market.
• Meizu appears to have also been looking at creating an Ubuntu phone which could offer Alibaba an alternative should it decide that YunOS is not the way forward.
• As a result, I am not expecting the Ubuntu device to set the world alight but it may cause those looking to create an ecosystem to pause for thought.