for the people who are aware of the different os's and who are power-users of devices, the os matters - some os's are considered a feature
for example, to me I immediately eradicate nokia phones because I cannot stand the series 60 interface and s40 just isn't powerful enough, whereas I much prefer windows mobile
creating a brand out of the OS means that numerous device manufacturers can make dozens of different phones which will all work in mostly the same way, and with the same software - important to many, hence why poeple tend to be loyal to one brand
making an OS that works the same across a number of brands gives the consumer a much better choice of devices once they get to know the software. As android is more likely to be a consumer OS as well as for business, that creates much more choice for the user and much more potential for the manufacturers and developers.
Aston University 2008/9 - Marketing - WOO
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I know what I'm doing, I'm just not doing it