I approached the (then) product manager responsible for the OS and proposed a fork in their route-to-market. My pitch was to create an OS for devices built for industry that were being sold running Microsoft® Windows Embedded Handheld 6.5 & Microsoft® Windows® CE and are still be actually sold today.
At the time companies developing and selling devices were not investing in developing new MS mobile OS devices cuz the OS is long dead and the cost of creating new platforms (they still sell device platforms that are more than 6 years old). Also MS Windows Phone was consumer focused completely cutting out the industrial sector.
So they were stuck in limbo with regards to a viable mobile OS.
So I pitched the idea of approaching these companies with the idea of creating a common OS to get around their legacy issues, cuz at the time they were just dipping their toe into Android, and security back then was an afterthought for most.
Talk about not knowing anything about their broader target market, it seemed to me the guys making the decisions were hoping to copy what Apple & Google did, slap a Unix label onto it and they would had a hit on their hands. Without any real depth of knowledge about the wider mobile market.
The mass-market consumer doesn't buy Unix, its a niche market (still) outside business.
iOS is Unix underneath but Apple (very wisely) keep that hidden and point the consumer at the shinny features and eye candy. They talk about iOS and give consumer friendly names to stuff like 'Metal' etc...
But if you think about it, that's exactly what Ubuntu is really, yer they build some stuff along the way but nothing substantial. Don't get me wrong I use Ubuntu regularly and its my preferred distro. But it takes different skills to build something new.