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Have you ever tried to uninstall one of those pesky standard apps from your phone to make way for one that you actually want, only to be infuriated to find that you can’t? This scenario is exactly what HMD Global, the home of Nokia phones, is trying to prevent with their emphasis on Pure Android.

The problem facing modern consumers, is that mobile devices come with bloatware pre-installed, effectively taking the power away from them regarding standard apps. However, Pure Android gives the power back to the consumer by letting them decide exactly what apps are installed on their mobile devices.

There are various benefits to pursuing a Pure Android operating system. Firstly, it provides for complete freedom of choice. “This is something people really want from the get go. It’s a refreshing change for consumers to be able to fully personalise their mobile devices,” says Patrick Henchie, Head of Product Southern Africa at HMD Global.

Pure Android also eliminates the restraints put on the general performance of devices. “When you eliminate unnecessary clutter from your mobile device, you are able to improve its performance by maximising its processing capability, RAM efficiency and storage capacity with exactly what you want,” says Henchie.

Furthermore, the time it takes for system updates to become available is considerably reduced. This has the added benefit of ensuring users receive mobile security updates as they are available.

“South Africans have long since realised the importance of having up to date mobile security, particularly with the rise in popularity of browsing, mobile banking and social media. Monthly security updates is an essential factor in keeping your personal information safe and secure. Pure Android ensures this. With other android players, security updates only become available after several months post release,” explains Henchie.

An added benefit of Pure Android, is that it will have great appeal to Millennials, who know exactly what they want and when they want it from their mobile devices.

“It’s fundamental for them to have the freedom to make their own choices. They don’t want unnecessary bloatware forced down on them, they want the freedom to make an educated decision before every purchase. This is where Pure Android can offer them exactly what they desire,” says Henchie.