It makes a lot of sense and on paper is conceptually more sophisticated than the "hackneyed" icon-driven world of the incumbents but requires developer buy-in, especially from the Linux fraternity.
"Ubuntu presents users with an entirely different way to engage with their devices - Scopes guide you to content you want - in the same way you think about it - to deliver a smooth, engaging experience," said Cristian Parrino.
"For developers, Scopes are a much simpler and more valuable way to build mobile experiences than apps - significantly changing ecosystem dynamics."
Scopes are built using a UI toolkit that the firm claims has "lower development and maintenance costs than traditional apps."
"Developers will see that the barrier to entry on this platform is much lower," said Parrino.
As to whether the nearly adopters want to buy in on the Spanish handset it's being offered on, Canonical and its partner BQ are optimistic.
"We are not coming out with yet another Android or iOS clone," Parrino told journalists. "We have learned a lot form China where unknown brands have achieved a lot. We have taken that approach on-board and Westernised it."
New smartphone platforms don't come along that often but here we are, welcoming in one running something from the makers of the leading Linux desktop distro. For the hardcore, that will be enough of an invitation on its own. Others will want to see what developers and early adopters before jumping in.
Buyers parties should watch the @ubuntu and @bqreaders Twitter accounts for news of the flash sales.
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