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.
I am highly, highly intrigued by this. I like the simple utility of it while making it fully intuitive, natural and beautiful. The overall direction they are headed with this is very good, so long as people can choose how they use it more than being forced to use ut the way they see fit.
I would not be suprised to see a bid go out for the tech itself.
only gripe so far is the form factor.... lil big. Would feel clumsy going to the gym.
Same interface on a Palm Pre size device would lokk amazing.
I think this might be too "Minority Report" like. I don't think that usabilty will be really good. It looks more like a Star Trek toy.
Sound interesting but I think it would stress the thumb too much, also, it seems a bit gimmick-ish ( calendar is a joke, you can't even see it)
I hope they have other color backgrounds, black on blue would be good just for a while, gimme the blue on white !
I think this UI will be cloned onto Android with some effort ! XDA come on already ! :D
Also, you guys never include the N900 when talking about TI's OMAP3430 !! :(
Now THIS is what I'm talking about. I think my dream phone just became a reality.
Its really nice, the UI.
But is it practical? Can anyone actually see themselves trying to use this on a crowded train or walking down the street. I'd rather press an Icon then fiddle around with multiple gestures and swipes. Call me old fashioned but a Minority-report-styled UI looks great in a movie but put it in a phone and you've complicated things unnecessarily.
Nice concept but not for me.
@cherryboom
Are you kidding me? I've been using the iPhone OS since the original iPod Touch release. You know what? Their UI, while somewhat efficient and easy to use, is the SAME. Apple has a great thing going for them, but this puts my iPhone to shame. I'd gladly trade it in for that right now. That thing looks 10 TIMES MORE EFFICIENT than scrolling through my dozens of apps on the iPhone.
"Secondly, who the f--- are these people and can I trust them with my loyalty and my money?"
Trolls like you put real Apple customers and users to shame, because I can attest to the fact that most of us are not that dense. You do realize that a lot of people had the EXACT SAME OPINION when Apple unveiled their phone almost three years ago? After all, why trust a recovering computer company with your money and your phone business, right? This is a startup company with a great idea, and that sets the foundation for amazing products in the future. Believe it or not, there are other innovative companies besides Apple. I have never seen a more useful and attractive mobile device. That's my humble opinion, but forgive me if I'm awed by incredible technology. This phone here is so well-crafted in its infancy that I doubt its creators would allow any of the things you mentioned to happen to it. Where are your facts? I see none. I recommend you watch that video at the end again, because it is quite stunning. Good day sir.
What about the Southpaws? Did these guys defect from GH/RB controller design teams? At least the DJ Hero controller respects we have two hands (and people who are left- or right-handed). Someone call Ben Heck and get him started on whipping up a lefty version of this.
Great potential. They've approached developing a phone's UI as you should: total usability. Wonder if El Jobso is watching this now...
The buttons seem like they would actually be more awkward to use if you use your right hand for the phone. I'm right handed, but I usually use my left hand for phone use, lol.
wow i would pay 500 for that phone unlocked.
Reminds me of the Hitchhikers Guide to the Galaxy, the way the text just floats so elegantly.
What happens if you are left handed? How do one use the phone?
@Nino
Don't buy this phone. ... Just like Right handed people. ;)
I lost my thumb in a industrial accident last year ;(
Nokia tried to implement a direct pay system in the US last year and were turned down by carriers. This is used in Europe, but don't hold your breath for it to be used in the states.
futuristic UI
Someone will make an Android skin like this
It's more compelling than the Droid. But at the end of the day, it still has a main menu - just fanned out - so I'm not sure of how this is such a game changer. Still nice to see some development outside the iPhone paradigm
It's good gadget. But could have been better if people can can use with left hand too.
I really like the interface, and I don't think it's too complicated, but it feels like the interface is missing something. It's the kind of interface a color blind person would design. I need more green-yellow-red semiotics in my interfaces so that I can navigate them with one eye, while preoccupied elsewhere.
i so want.
some israeli accent LOL
I'll comment as soon as I finish reading my phone. ahhmm.
this thing is like a Dostoevsky novel on 3.5" screen. have you learned nothing??
I don't know much on it yet. But I know I want one. The silent answer mode I can use alot.
I just went to their site and this phone has a lot of potential. I'm intrigued by this device and would like to know if any of the major US carriers will add this.
http://www.firstelse.com/#/Touch/ThesPlayTheendoftheMainMenu
Sigh...
Engadget please get your facts straight.
"TI OMAP 3430 processor (as found on the iPhone 3GS)"
Doesn't the 3GS use a Samsung SoC, NOT TI OMAP?
@surgex Ah, you're right -- we got it mixed up because both processors have integrated ARM Cortex-A8. Will fix. Thanks.
Seriously, why another DARK interface ? It is NOT appealing, did you ever looked at the iPhone ? People like bright and vivid colors, not dark high tech wierd stuff... I can't wait for WinMo 7, which should have been out this year :-(
@smover
ever heard of custom wallpapers?
If you squint, "Betty Lou" looks much like "Battery Low"'
Madonna wants her fan back!
still hate the site, could we please have a "switch" to view the old version?
to all left-handed commentators: are you serious? if one can implement such an UI, you would think it's only a matter of simple system settings to align it to the left (not to mention touch recognition).
this is more an advanced proof of concept - a pretty good one, as such. but for people accustomed to companies to take AGES to implement copy & paste, it's understandable for you to have lost all faith in professional engineering skills. get real.
I agree with an earlier poster that functionality is most important to me. This is a very slick and attractive looking UI, BUT it looks like it slows the ability to move through menus quickly. Tapping through a menu list or on buttons/icons seems more responsive and efficient. Of course I only have the video to judge by, hands on may provide a different experience.
Vaporware with a big V. Its got all the ingredients. The unknown startup, the one working feature to show of, the claims that theyre better than everyone at everything, the ultra optimistic release date. Q2 next year, and the only thing they showed was a menus. And their motto "be different" is pretty damn bad, does different make something better? Maybe they could have showed some actual features, like say, THE BROWSER. Seems like mobile internet is a pretty big deal these days, or maybe its just me. The fact that they couldnt show a working browser I think shows how far they have come on this project. And the UI looks terrible, it looks like concepts of what we thought smartphones were gonna look like in the future back in 2000. All black, "cool" blue text with action movie gadget styling all over the place, and a complete disregard for basic design rules. For example there is a complete lack of icons even though the brain reacts much faster to pictures than text. And even though you should judge a prototype, you gotta love the load time on even the simplest of apps. Mark my words: this will never hit the market. Maybe they could make an android skin of it, but to build a whole new smartphone OS just because somebody came up with a new way to navigate is just plain stupid.
@kopmis "even though you shouldNT judge a prototype"
Couldja guys please, please, PLEASE invest in a el-cheapo tripod? They're, what, $40? Then I could actually watch your videos. As it stands, I'll have to go with your text description so I don't get airsick.
@libelle It didn't occur to you that they might be seated in a conference hall? They use tripods in all of their other videos.
@kopmis why, yes, it *did* occur to me that they were in a conference hall, at least for the presentation part. How that prevents them from using a tripod (or a discreet monopod), I'm not entirely clear. Not to go all flame-y here, but there are all sorts of great technologies available these days to stabilize cameras. A tech blog should avail themselves of such.
why do i have a feeling i will see someone else try to "incorporate" some of these mechanics into their own UI's now...but like flipflop said guess thats good for all of us
That's a huge write up for a device from a rather unknown developer.. Did Josh and the CEO of this company go to the same Yashiva?
@(Unverified) Unknown developer? I think not.... I give you Emblaze, formerly Geo Interactive Media, famous for the Emblaze Player the darling of porn sites 6 or 7 years ago and notorious snake oil salesmen.
Smartphones are becoming platforms. The days of "roll your own" smartphone operating systems are done. Who is going to write great custom apps for all these fringe operating systems? This should be a phone-ui-skin $10 appstore item for Android. If they want to make hardware too, they can include their fancy skin with their hardware for free.
I'm not quite sure what it is about that interface that makes me say... wow. It's quite slick. I'm not seeing much for third party support, though, and that's all that matters these days. :/
What is up with these videos not working? I keep getting
"Loading Video Information." I've tried 3 different browsers now. Same deal :/
It's so sleek and simple.
Amazing. it'll be great on top of Android.
However, I'm worried about thumb sliding over the fan menu, it seem's that it needs to register a determined ammount of slid space to perform the menu switch or action.
Kudos to Emblaze.
This fan interface is already out there and available for a jailbroken iPhone. It's called PogoPlank . I think that warrants a mention in the article considering Engadget makes it sound like this product's fan UI is some new revelation.
Lemme try again to get the PogoPlank URL up (does Engadget not allow TinyURLs?).
http://thebigboss.org/2009/10/13/pogoplank-a-springboard-ui-replacement/
Its the Iphone for people who can read.
looks sweat im not quite sure on the interface but i love that little screen at the top, that is one hell of an idea and just love the blue, bottom line if i had to pick between the iphone, droid or this i would pick this easy, im just that type of nerd that doesn't want to follow the crowed
Engadget gives them a glowing writeup, which should be the first warning that this thing is gonna be a dud. From what I can see, the phone, which is called First Else (catchy!), looks like a Droid with a fan-shaped menu structure. Little advice on fan-shaped menus — been there, done that, and nobody likes them. Nor do people like learning a whole new way of doing everything. There’s a reason we use names like “Address Book” and “Calendar” and “Photo Album.” People want to pick up a new device and know how to use it. They want it to work like all the other stuff in their life. They don’t want some gadget that just fell from outer space. But hey, knock yourself out.
So, what if somebody is left handed?