The best thing to happen to them is the acqhire, if a big player buy them and the talent and using this android branch like the chinese Xiaomi will do..
Have more than one player using their branch is more difficult, and unlikely, but possible..
My point being: people dont change, or buy phones because of small features and details.. it must be enough distinction to make a good point, it must be the whole package..
The mobile os sea its prety red right now, full of big sharks