Wileyfox, purveyors of high quality yet low cost Android Smartphones, are looking to disrupt the market by introducing cut price, lock screen ad supported versions of their devices branded ‘Add-X’. Initially offered on the Swift 2 Plus, Swift 2, Spark X and Spark +, Add-X will also be extended to the Swift 2 X in the coming months. The cost savings against RRP are impressive, although in reality reductions are offset by the fact that retailers (e.g. Amazon) typically carry the devices at a decent discount already. Add-X offers adverts that are tailored to the user’s age and gender on the lockscreen while still allows access to notifications. Users swipe right to unlock their phone as normal and swipe left to see more.