EB improves reference MID, adds new UI and haptics support

We still get the impression that MIDs are struggling to find a market that cares about them, but with Intel refusing to give up hope just yet, a raft of manufacturers are on hand at IDF to showcase new reference designs. Take EB for example, which teased us briefly with its MID Reference at Computex. Now, the outfit is using the spotlight in San Francisco to announce a few key improvements on the device, which was produced in collaboration with Intel (surprise, surprise) and Ericsson. The highlights are an improved user interface and application framework -- which work together to improve multitasking -- and the inclusion of haptics, which enables the display to vibrate in response to a touch. The reference MID is primed and ready to be snapped up by some other manufacturer and introduced as their own, but the question remains: do we have any takers?

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Sophisticated New Features Address
Consumer Demands, Resulting in a Captivating Multimedia Experience powered by Intel winning technologies

SAN FRANCISCO (Intel Developer Forum 2009), September 22, 2009 - Building upon its next-generation EB MID Reference Device that was showcased earlier this year at COMPUTEX TAIPEI 2009, EB, Elektrobit Corporation (OMX: EBC1V), a leading developer of cutting-edge embedded technology solutions for automotive and wireless industries, is applying its creative expertise to unveil today, at INTEL DEVELOPER FORUM 2009, optimized features to its MID reference design. Working with Intel and Ericsson, the upgraded design transforms the device with stylish, multimedia improvements that are necessary in providing a fulfilling end-user experience.

According to projections from ABI Research, worldwide MID shipments are expected to exceed 90 million units by 2012. With the global demand for flexible interfaces and multimedia functionality on the rise, EB has continued to spearhead the efforts of meeting customer needs by growing its pipeline of innovation, delivering new reference devices that customers and end-users require.

Responding to the demand set by business professionals and young adults seeking flexible devices offering a pocket-able, media-centric experience that incorporates the power of a desktop computer for on-the-go portability, EB has further enhanced its MID reference design to answer the demands of the market, including:

· An improved user interface (UI) and application framework – This enables users to multi-task and personalize the device through cutting-edge desktop features. The result takes self-expression to a heightened level of sophistication, providing an intuitive way for end-users to interact with phones and network services that operate as powerfully as the sense of touch itself.

· Leveraging latest UI technologies, such as 3D, plasma desktop and haptics – EB has designed an experience that offers vivid, sophisticated appearances. Leveraging haptics makes it possible for end-users to touch and manipulate objects effortlessly, which is vital to exceeding user expectations of what a device should deliver.

"As consumers continue to seek out new devices that offer unique value and sophisticated applications in a pocket-able form factor, the rapid development of the MID market is something to pay close attention to," said Kevin Burden, Practice Director, Mobile Devices, ABI Research. "In an effort to keep up with consumer demands craving innovative products, partnering with a design shop that has particular expertise with MIDs, can add competitive advantages for vendors in the battle for consumer electronics market share."

A complete EB MID Reference Device can be tailored to a customers' brand and target market requirements with a wide range of cellular connectivity options. By licensing EB's sophisticated MID reference design technology coupled with device customization services, customers - including wireless, CE and PC original device and equipment manufacturers, wireless operators, among others - gain the framework to quickly and cost-effectively bring to market innovative MID solutions that aim to increase competitiveness and revenue-potential.

"Since 2007, we have collaborated with both Intel and Ericsson on the world's first MID reference devices, we've leveraged our expertise and understanding of MIDs to transform basic concepts into cutting-edge designs that would enhance the end-user experience," said Vesa Kiviranta, vice president, EB Wireless Solutions. "The intuitiveness brought forth by advanced technological features in our reference design further adds to our credibility and extensive knowledge of the MID market."

EB MID Reference Device was recently named a runner-up in the Best of 4G Awards for Best Mobile Internet Device, which was presented at the 4G World conference and expo. 4G World is an annual event that explores the entire ecosystem for next generation networks.