You might be thinking that this all sounds a tad underwhelming. After all, the Ubuntu Phone platform was first shown off more than two years ago, and since then we've seen Canonical attempt to crowdfund its premium Ubuntu Edge smartphone. That campaign ultimately came up short though, and last year Meizu and BQ's Ubuntu phones missed their target 2014 launch window. Nevertheless, Canonical is adamant that its mobile OS can have an impact. The software experience is certainly unique, and the company's work around Scopes -- categorised home screens that aggregate content from multiple sources -- sets it apart from iOS and Android. "We are going for the mass market," Cristian Parrino, VP of Mobile at Canonical says. "But that's a gradual process and a thoughtful process. That's something we're going to be doing intelligently over time -- but we'll get there."