Emblaze's First Else unveiled in London, promises to be a game-changer
By Richard Lai 
posted November 24th 2009 8:34PM
posted November 24th 2009 8:34PM
As the name suggests, the First Else's main objective is to be different. This may sound like a marketing hype but Else seems serious -- it wanted to create not just another phone, but rather a brand new mobile user experience (especially the ergonomics, aesthetics and the content delivery system) to upstage the iPhone and the latest Android devices, both of which Else considers to be the market leaders. Eldad Eilam, CTO of Else, explained that this required starting from scratch and using custom technology where possible (such as its proprietary graphics engine), while at the same time the technical details are well-packaged so that they don't intimidate the users (but not just by wrapping an aging OS with some fancy skin; yes, we're staring at you, Windows Phone).
Else started with ALP's Linux foundations, and after two years and 33 partner agreements, it unveiled the Else Intuition OS. When asked about other Linux-based platforms like Android and webOS, Eilam expressed little concern. "Android's a game-changer... [but] people need to consider that Android doesn't bring good user experience. Most [manufacturers] have failed. The Droid is improving, has a great infrastructure but they treat Android as just a component." Interestingly, Else didn't comment on webOS -- probably to avoid stirring up Access's bitter memories of Palm, but it could've been just a miss.
"The death of main menu"
While there's some good old Linux doing the donkey work underneath, the First Else's futuristic and intuitive user interface mesmerized us during the presentation and our hands-on, all thanks to "sPlay" -- a right-thumb-controlled, sci-fi-like fan menu interface. Else actually did a live demo on its prototype First Else with no visible glitches, and when we had our hands on the device we got the same great responsiveness. Else CEO Amir Kupervas made a good point about how "smart" phones should actually be adapting to us instead of us having to adapt to cluttered menu systems, which led the to birth of sPlay and the fisheye display which provide minimal but necessary information, while keeping a consistent layout and visual aesthetics across different applications. At the same time, these features are positioned within reach of the right thumb, and sPlay takes it further by letting you easily browse different content by just a simple swipe of the right thumb. Kupervas went as far as saying this single-hand operation is "the death of main menu," mocking most other smartphone platforms. You'll probably appreciate more of what Else is trying to achieve after watching its presentation (followed by its campaign video which is also available at the 'Source' link):
Impressive hardware, interesting service integration
While Else's focus is on the user experience, it hasn't compromised on the hardware front: inside it's got a powerful TI OMAP 3430 processor (as found on the Motorola Droid and Palm Pre), a brilliant 854x480 3.5-inch capacitive LCD touchscreen, a 5-megapixel camera which promises to capture 480p video at 30fps, and a 1450mAh battery which claims to outlast the iPhone 3GS by at least one hour. Oh, we dig the OLED indicators at the top as well, leaving us some useful space on the screen. Details on storage capacity are still vague, but right now Else is only saying anything up to 32GB. There's no word on where the First Else will make its commercial launch -- all we know is that it'll only operate on HSDPA and EDGE (sorry, Verizon fans).
Speaking of carriers, Else is also working on a self-branded media store which will require no credit card details, thus enhancing the "out-of-the-box experience". How will it do that, you say? Well, it'll work very closely with carriers in full partnership, and let them charge you at the end of the month. This isn't totally revolutionary -- with the iPhone it's just a one-off setup on iTunes -- but it's still a nice touch by Else, and we're sure someone out there will appreciate this extra effort to create a seamless user experience. Similarly, Else will be setting up an app store and they'll release an SDK at launch. We've been told that some big names are already working on the first lot of apps -- World of Warcraft was mentioned -- and there'll be an app approval process to ensure that they'll have the same flow as the handset itself. Good for the users, but probably not so good for the developers.
Wrap-up
There's a lot of potential here and well done to Else for the work so far, but there are still many uncertainties: pricing, availability, carriers, apps, final device specs and, most importantly, usability in the long run. That's a lot of of unanswered questions -- almost enough for us to call this vaporware -- but we're optimistic, as we've actually held and played with a working device in person. We're hoping to hear a lot more about what Else has in store -- until then, we can only drool over this final quickie demonstration. Just remember to wipe up afterwards.
Ummm... its pretty cool, as far as the 'shininess' factor goes. For me, functionality holds a lot more importance then just how cool something looks. But given the iphone's success, I may be in minority.
If they pull this off successfully, I can see bandwagon of iphone hippies moving to the new gadget in throngs.
In other words, it's the iphone who has more to worry about this than the android. If at all.
And now my posts keep disappearing? humm thats not good
Huge potential and a genuinely innovative user interface. I've seen various browser plug-ins and web effects that make use of fan-like interfaces, but this seems slick and well-developed from the available video material. I'd be nervous about taking the plunge, because it represents a significant shift in the way things are done, but I can certainly see a future for it.
@scjessey
if by innovative you mean... 'different for the sake of being different'.. yea
without a massive app market this thing is an Epic Fail. If it had been on Android, I would think it had a chance of surviving. like this... I expect one more post from Engadget on this phone, then the dustbin of history it is.
@froggy The are literally MILLIONS of phone users who couldn't care less about apps. While they are obviously useful and a good selling point, they are not the be all and end all.
having apps is not a huge selling point for a certain demographic of the population, and it's the same demographic that does not need a smart phone. Therefore having a smart phone with little to no apps falls in neither camp, thus not of much use to any one.
- Hey, can this thing run Skype?
- No
- :-(
you are absolutely correct. there are millions of users that don't need apps and don't care for them. They also don't spend hundreds of dollars on smartphones. the point of getting a smartphone is to "do stuff." what i do on it might be different then what you do on it, but in the end, if we get a smartphone, we both want to do what's important to us on it.
This is not about who;s got more apps. it's about who has enough choice. And not having choices will kill you on the app market.
@froggy
"I expect one more post from Engadget on this phone, then the dustbin of history it is."
I'm going to hold you to that.
Hmm, this is fascinating. Looking forward to seeing (and playing with) this in practice.
@MasterCKO
That's what she said.
@McLovin well played, sir.
RAD! Might be a pain trying to get to a contact while driving, etc.... and maybe the whole UI is more geeky than useful, but I'd buy this RIGHT NOW. Even if I had to use it on AT&T's bungled cellular asswork.
Very interesting, nice to see another innovator in the market, especially a company as unexpected as this one. Does look a little laggy, though.
Will "Thumb War" be the first game available?
Looks slick, screen is gorgeous but needs a background, couldnt spot a clock & tbh I use my phone more as a watch than as a phone. Browser performance is really important also so is integration of Flash. Looks good but need more details.
@(Unverified) it's right in the pictures.... there's a one-line display that's separate from the main display. it shows signal, message/vm indicators, a clock.....
and I'm sure if they can do half of what they say, there will be aftermarket apps for clocks and alarms just like there are in other app catalogs right now.
what the hell.. all the buttons and UI are on the right side... where's the southpaw love?
c'mon. really? of course it would have a "Flip my Side" for you mutants.
uh.. yes really. and if jimi hendrix is a f*cking mutant then so am i.
those side buttons might be harder to "flip"
not so sure about that, i think the biggest problem they will meet is lack of third parties apps support???
This seems very interesting. This, and the N900 UI's seem very fun to use, based off first impressions
Load of bollocks. I'm left handed
@grifforama i don't think its a problem u would get use to it in under a day
This video made me realize that I use my phone with my left hand (though I'm right handed). I suppose I could get used to it...
Any other righties use their phones with their left?
@grifforama I dont think it would be issue, Im sure there is functionality to swap to left side. Doesnt seem like it would be too difficult for them to program in
@grifforama Being a fellow "Lefty" I agree.
One good thing about my HTC Hero is the seemingly left handedness of it.
The search and back buttons are so thumb friendly for the left handed user... For the right handed? Not so much.
yeah I also use my phone left-handed
@ChazClout
Yes but the HERO sucks in portrait mode for a lefty as it only rotates one way so all the buttons end up on the right side.
this is something that completely changes our perception of mobile entertainment and communication
What about leftys ???!!!!!!!
@yanksgrtrthnsox I was just logging in to say the same thing. This UI does nothing for me unless I can switch it to the other side.
@yanksgrtrthnsox
If you're left-handed then you're backwards i.e. soulless like the redheads and other witches and you shall burn in hell.
On a more serious note I would be VERY VERY surprised if there was not a way to put the menu on the left hand side...
-I can do it with gnome menu, I can do it with cairo-dock, I can do it in KDE...
-It's easy to code
-it would be very surprising if there was no left-handed (soulless mofo) @ Else to think about it.
-Those Else NERDS read engadget and you're comment has been taken into account (and is thus irrelevant now)
@Flix C
Thanks man, you saved me some typing there.
I am busy burning red heads here...
ttyl
A keyboard would've been nice?!
my god that looks tasty
Lefty?
what if you are left handed?
then you have to use an iPhone. sorry.
Perfect gift for my replicant friends!
I can't see the video because I'm on my iPhone but I'm going dis it anyway because of all the haters that posted.
F y'all and that no name ass phone. Anybody half a nueron is waiting for the next gen iPhone.
@PattyXXX
Half a neuron, sounds about right. Let me guess, you failed English?
@PattyXXX "I can't see the video because I'm on my iPhone"
i think your first phrase said it all.
this phone seems interesting but as others have already said, i dont see why an app like this cant just be placed over existing OSes. also, i think my thumb would get tired from being used so much. like the same feeling you get after using a touchpad too much.
im getting a n900 for now. maybe an Else one day. but id be surprised if the community doesnt eventually just make an app like this. maybe i will? maybe u will? open source is the future, not another walled garden.
id also get sick of all the blue and text. that thing really needs a background. customization is one of the biggest selling points of any product right now. people are buying blue dishwashers, red coffee makers, green toasters, printed pattern laptops, self-designed sneakers, etc. so hopefully this thing can at least download themes, ringtones, and the other stuff that even the most basic dumbphone can.
my advice to them would be to try to sell this to other OEMs for inclusion in their software instead of trying to make their own hardware. if they just focus on making the hardware themselves, others will just make the software themselves. what they have here is not a hardware differentiator, it's a software one.
but personally i would get bored of just a fan and a fisheye pretty quickly if everything looks like that.
Access is working on something that it promises will be a game changer. Unlike anything that came before it. Where have I heard this before....?
Google should swallow this into Android.
as an iPhone user... i'd rather rock Android and just skin it similar to how HTC did with their sense UI. don't see this bein a game changer at all while Android continues to dominate the scene...
This thing is something which came from the future...
lovely..