Handset makers under pressure to improve the user interface

As more and more smartphones crowd the market, handset makers are facing increasing pressure to develop differentiated user interfaces (UIs). Handset makers are taking two paths to tackle the problem: They are either developing proprietary interfaces in-house (like Samsung with its TouchWiz UI) or are farming the work out to specialized design houses. However, the changes can't simply be cosmetic, according to analysts. Feature [1]