Emblaze's First Else in danger of becoming a smoldering slab of vaporware?
By Thomas Ricker 
posted June 16th 2010 8:51AM
posted June 16th 2010 8:51AM
We've also been told that Emblaze has instructed its employees not to speak to the press about First Else. And indeed, when we called the number that formerly belonged to the Emblaze Mobile marketing manager we were greeted with a very casual "hello" without any mention of the company or the person with whom we were speaking. After confirming that we were indeed speaking with Emblaze Mobile, we related the news about First Else and were promptly transferred to the voicemail of Emblaze's legal representation. Curious don't you think? Your move Emblaze.
Ah damn it. And I was looking forward to this guy too. It was the best touch screen UI I've ever seen.
@Outsider
Google buy it please.
@Outsider
It clearly wasn't for everybody but it was pretty unique and interesting approach. Too bad, I really wanted to try a phone like that.
The video teaser was awesome too.
@Outsider
Wish they would develop and sell it as a home replacement for Android phones if they can't release their phone phone. Should be easier than making hardware and trying to get major carriers to sign on.
@Beatnik
Yeah it seems like companies like this really need to rely on Google to save them...rather than their initial goal, which was to compete with Google.
That being said, I don't think Google will be too interested, except maybe if they own attractive patents. The UI is far too different from what Android is now that I don't think much of it could be overlapped/used in future Android builds.
@Outsider
God damnit...I was really loving their demos...the UI is simply amazing...fucking fuck!
@Outsider
Seems like something Sony would be, considering the UI anyway.
@DoctarPeppar I share your sentiments. I hate touch screen phones. I still have my 2 year old SE k850i with me.
This was the first phone to use a UI optimized for one hand. You have no idea how many times I almost drop my iPod Touch because I try to reach in to a lower corner of the screen with one hand.
@DoctarPeppar
It's a shame you missed out on the iPhone pre-order since you were waiting on this vaporware. Too late now. I know how badly you wanted the iPhone.
@Outsider
I remember seeing the early videos of this device being used, then I remember seeing the hardcore videos of the UI in action, then I remember their epic movie-like promotion vids. Then they just disappeared... really sad. It's hard to compete in the world of iPhones, Android and Blackberry. Maybe they should turn their focus on Europe?
@TomSawyer Dear Tom.
STFU. The only thing iOS legitimately have over this device's UI is its Apple branding.
@Outsider Dude I totally agree I was very excited about this phone maybe nokia will buy them and come out with a os that is cool
@Outsider
I thought the interface was pretty cool and futuristic-looking. Too bad as they are quickly losing ground to Android.
@Outsider Too much comp. Sell the IP to Blackberry or someone that needs the UI help.
@Outsider In a market, dictated by carriers there is little space for innovation, unfortunately.
@Outsider
Scores really high on the "cool" factor. Very low on the "practical" factor. Seems like a UI that I would install and then remove a week later after the novelty wore off.
Oh i am too strong, all i have said on this phone is right for few months, look this... Bye bye the lier of emblaze, i was just a big lie to grow up his stock market.
EPIC FAIL!
Honestly, who would have bought it anyways? With much better choices like iOS, Android, WebOS, hell even Bada OS would've been a better choice. They would have been in an already crowded market, getting pushed all the way to the back.
@prewreckless Whoops. How could I forget Symbian and MeeGo?
@prewreckless
Maybe one of those manufacturers that keep saying that owning an OS is so important can buy it
@prewreckless Now that I think of it, you're right. I only really know Android, and in terms of capabilities it has already surpassed what this UI could do, I think. I would love to see the design elements of the Else integrated with Android somehow, though. /wishfulthinking
@Nzad or they could just make a home application for android, charge 10 dollars for it. That would be cheaper and easier, or at least a last ditch effort to get some money and keep the company alive
I only vaguely remember reading about this company and what I don't understand is why did they take the time/money to come out with your own handset, when it's the user-interface that is their main product.
I just didn't get why they would bother dealing with the hardware and simply focus on the software instead - possibly selling their UI as a skin on top of Android or something like that. With so many Android phonemakers, I could see at least one of them wanting to differentiate their product by having a unique skin on it.
@Hazdaz THat's what I was thinking, the phone OS market is just too tough to crack for a small independent startup. Google is a juggernaut and in about 3 years they're barely moving from crawl to walk.
Too bad... I thought it looked quite interesting and unique.
But i still have that commerical with the hot asian chick in the end!!
"it was supposed to liberate us"
HP is gonna buy them and slap the UI on a printer by next week.
I was looking forward to a great Limo handset, the vodafone 360 was okay but this would have been killer.
They should sell that UI for some one. It's too good to just die.
ZZZZZZZZZZ!
You could could put a costume skin on your phone and imitate the functionality of that thing.
@pspitts
go do it then :)
if its so simple id love to see your effort
Good riddance. At least left handed people like myself can use an iPhone or android phone.
@Damaga
It could be swapped for left handed use in the settings menu.
@charlied But the media keys couldn't.
So its like Natal, only shit? :)
hmmm too bad.
I would have liked to play around with the interface IRL. Looked promising to me.
Maybe Google can grab some of that talent and incorporate it into their "laser focused efforts on UI".
Nooo. First Courier, now the First Else.. This is so sad..
Nooo!! I like the First Else OS! Please let google buy it, and use it for a powerfull phone!
It was a nice thought, but couldn't have worked anyway. When the world is revolving around multitouch, a solo touch based device would probably do poorly.
Weren't Verizon rumored to be releases a LiMo phone later this year? And this is a LiMo phone... ah, I guess I'll just have to keep dreaming.
Thats a real shame. I remember reading about this phone. didn't care for the hardware design much but the OS seemed to have tons of promise. I really dug the TRON design. Maybe HTC can purchase them since they want to eventually develop there own OS.
Their web page is still up:
http://www.firstelse.com/#/Touch/ThesPlay
This interface would be a great buy for Google or RIM.
I Called it.
Too bad really, built from scratch to provide great one hand functionality, key players could learn a thing or two about the design.
Noooo, I've been looking forward to this for ages.
But the idea presented here of google buying it would be interesting.
The interface is unique but lacks the expansion possibilities of Android.
Combine those two, trow in some really high end hardware and the iPhone is down for the count ladies and gentlemen.