They allow users to build on & do more of the things that caused users to buy phones in the first place. Communication (and messaging). Safety & connection (timely info in context). Fashion & fun (personalisation). AND they allow users to do these things simply & swiftly. (Even though the phones themselves are increasingly complex). AND on that basis, provide additional functionality of genuine value to users For example, becoming people's preferred personal mobile gateway into the digital universe…
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