Because Samsung customizes its flagship smartphone based on Google's Android operating system, some of Samsung's features overlap with those made by Google.

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In its report, Demos suggests that Britain's new brand should be based on six key features of modern Britain that it has identified.

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On the other hand, Apple limited its offering to one, initially, and was able to lure customers with clearly-defined choice based on distinguished features sets.

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The Cliq, which is based on Google's Android operating system, cleverly mimics some of BlackBerry's most popular features, such as its automatic "push" updates of messages and social networking updates.

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