Android creator’s new phone in the market, but is it Essential?

“Every now and then I’ll start a company because no-one is walking through my door and pitching it to me,” Andy Rubin tells the group of reporters invited in for “not your typical tech launch”.

In today’s world full of technology revolution people are bored with the “incremental updates” presented by Samsung and Apple, and as a replacement, they want a smartphone that truly reflects who they are.

To solve this problem and giving out the most appropriate solution Andy Rubin pulls out the Essential Phone from his pocket. A device launched with little trumpet blast but the bounty of the prospect: even before Mr. Rubin’s company sold a single device, it was priced at more than $1bn.

55-year-old Andy Rubin is mainly known for producing the most admired and well accepted mobile operating system today, Google’s Android. In Palo Alto, he escorts more than 100 strong teams and they have successfully launched more than 50 devices at places such as Google and Apple.

When the phone was presented in not so official ceremony at mezzanine by Andy Rubin there was no logo on it or any branding at all. It’s made from titanium we can expect less screen breaks. The device is stronger and lighter than the aluminum most devices are made from – though taken as a whole the phone itself is heavier just like iPhone 7.

With a ceramic back-casing and dual-lens camera that doesn’t stick out, the phone can lie smoothly on its back when resting on a table. There’s an almost-edge-to-edge display screen, and just like Google’s Pixel phone, a clever fingerprint reader on the flip side to unlock it rapidly.

What is really different in the essential phone?

The differentiated and competitive advantage Essential Phone has over the other smartphones is its two small round connectors found on its rear. These can be used to snap-on a variety of different accessories. The initial, a 360-camera, is being presented at a price cut when you buy the phone.

The company has guaranteed to bring out a new accessory at least one time in every month, but we have no idea what those other accessories might be, as there’s no utterance other than an ordinary charging port or dock. It will be exciting to spot out where this add-on approach takes them – you may have down pat at that Project Ara, Google’s endeavor at manufacturing a modular phone was canned.

Essential will have to put on the market enough phones to create its value and to make a brand image in customer’s mind.

With an outlay of $699 (£542), it sits in the midst of the high-end devices on the market – and we won’t be seeing any of the grasping pricing we’ve observed from the Chinese manufacturers who have taken on, with reasonable triumph, Apple and Samsung.

This is going to be premium smartphone several Android users will have been waiting for. And it serves to highlight the opportunity missed by Google’s own Pixel, a phone that has thrash about to sell momentous numbers on account of it being rather average.

In distinction, the Essential Phone has a really unique screen that stretches out across the whole device, save a little bezel.

The front-facing camera sits “inside” the screen, creating a modest mark that I thought would be distracting, but actually makes a great deal of sense.

The question that put in front of Mr. Rubin is that nobody will be acquainted with this phone?

Mr. Rubin Says there won’t be a huge advertising campaign, a great Bowl ad, or anything even close to the kind of effort Samsung has gone to in order to get its devices into consumers’ hands – and that’s a company that has been a known brand for more than 50 years.

The company is cautious regarding its sales expectations. And enter into race, while evidently ready to excitedly push the device.

Mr. Rubin says he thinks the calibre of the team behind the device, as well as the obvious quality of what they have created, will be enough to shift units.

According to statistics, Samsung got 23% of the worldwide smartphone market share. Essential is lunching preliminary in the US, but says it has its goal set across the developed world and then onto rising markets.

Can it move the spike in international smartphone sales? Something tells me it’s going to take a big attempt to amaze anyone ahead of this tech-obsessed fizz



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