There is a shift happening, with people demanding that they want to move beyond what the manufacturer provides in a standard smartphone, away from content and media personalization, and moving toward the ability to personalize the entire mobile experience. Android is the best phone for enabling people to do this, but it poses a threat to OEMs and Carriers who are losing control, and seeing their branded identity disappear from view. The Home Screen is the only way to retain branded identity, and is becoming the key differentiator in today’s market. That’s why HipLogic has developed a new app called *Spark to meet this demand,

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