The thinking seems to be that by pushing BlackBerry deeper into the realm of Android, it may pick up more users in a market that isn't particularly strong on one brand: underscoring the fragmentation in Android, market leader Samsung only accounts for 23.2% of sales.
The result is a fragmentation with many brands that are more targeted in their offering.
With today's foundation launch, the organization is also launching a certification program to ensure consistency and compatibility across the different Cloud Foundry-branded products and to prevent fragmentation.
"As Facebook goes down the multi-app strategy it will need to think carefully about the possible fragmentation of the Facebook brand," says Norman.
In proof of considerable fragmentation within the industry, 'other brands' accounted for a dominant 25percentt, according to Canalys' figures.
This is the result of the hyper fragmentation of the market: large brands milk the same recipes on and on, when small craft brewers experiment and invent new styles".
Fragmentation and competition make Android cheap.
Fragmentation of care is often designed by brand executives as part of loyalty programs, and loyalty-based programs feed this selective application of involvement.
But media fragmentation, a general erosion of trust in brands and the arrival of a bloody recession have helped put media engagement PR centre stage.
With the advent and fragmentation of online marketplaces, the challenge for brands will be to choose on which channels to be present and what products to push in each of these channels.
Revolv, SmartThings, Wink, and even tech giants Google and Apple are just a few companies that have been looking to bridge connectivity to different branded products with wireless communications protocols and break this fragmentation.
