Companies with the development infrastructure to build their own phones will not be first to adopt an Intel reference design. They will be the last to adopt it because there will be reluctance for those companies to want to put their engineers out of work. Young companies, companies wanting to break into the market will be the ones that Intel bootstraps.
Lenovo is the ideal target. No current product and they can get into the market with the reference design for little cost.
Lava is another. Young, lean company with limited resources but very hungry and eager to do battle on total costs.