They are not calling it that. They're calling it an ecosystem.ButMontaVista VP of Marketing Peder Ulander admits the challenge Mobilinux addresses is a marketing one.
I agree. Before Linux can compete with Microsoft or Symbian for mobile phone contracts, carriers and manufacturers need to know they can sell them.
They also need something they can make quickly, something they know will work. Mobilinux and reference designs based on it give them this.
Montavista is the first Linux player to understand this Clue, that without marketing mobile devices can't be built. I don't know how their embedded Linux stacks up against others. But theirs is the one most likely to find its way onto your phone. Maybe sooner than you think.