There is new wave in the upcoming OSes (as well as some quite old ones): add possibility to run application from alien OSes. For example – Android

From marketing point of view this is an wow-factor…

Marketoid’s “User will able to run its favourite apps on our new cool platform! Hooray…” should read as “We are unable to attract enough native developers as well unable to get key applications to be ported on our platform”. In near terms strategy it makes sense, but, looking at human’s psychology this short terms strategy usually becomes the only strategy: users are get used to, native developers are gone…

Another killing paradigm: Android better than Android. This will definitely kill all attention of potential native developers. The reasons are simple – why to waste or spread forces for porting if it works better than in Android itself?

So, introducing alien OS will rise userbase at beginning, but, since there is no native applictions, implements unique platform’s features, userbase will decrease and platform will die

Remember OS/2?