The phone itself is very basic with a platform steered towards the first-time smartphone owners and developers with web experience. Firefox is in a very competitive market with Google and Apple, however the new device has an Adaptive App Search which gives a completely customised experience and helps consumers get the exact content they want by surfacing relevant and useful apps to encourage engagement from users without overwhelming them. This is one of the biggest challenges faced by leading companies, Apple and Google, with long term smartphone users becoming overwhelmed by the vast amount of app choices. If Firefox succeeds with the use of the Adaptive App Search it will find a niche at the lower end of the OS market.
Image by Janitors.