First ELSE smartphone launched featuring revolutionary touch UI


Come early 2010, there’s going to be a new player in the crowded smartphone market bringing a new “revolutionary” interface and user experience. Developed by an Isreali company Emblaze Mobile and revealed at a launch event in London today, the curiously named First ELSE smartphone is based around a completely new user interface concept and Linux-based OS. The design of the UI is focused on delivering a “unique user experience,” with the device being considered as an all-in-one gadget with each function being a single integrated application.

The new Linux-based platform is called “ELSE Intuition” and was developed by software company Access, with the First ELSE capable of running multiple applications simultaneously on its Texas Instruments OMAP 3430 processor. So far full specifications have not been released, but other disclosed details include a 3.5″ capacitive touchscreen with tactile feedback, tilt and light sensors, a 5MP camera, GPS and A-GPS, Bluetooth 2.0+EDR, and 3G UMTS/HSDPA connectivity. The First ELSE is expected to go on sale in Q2 2010, but potential carriers are currently unknown. The company is initially targeting markets in the US, Western Europe, and Russia.


I am all for more competition and more choice when it comes to technology, and I think this is a welcome and potentially very exciting new addition to the smartphone world. The images I’ve seen of the First ELSE device and the new UI look really good and have piqued my interest with regards to the experience we can expect. It seems all navigation and input is designed to be done with a single thumb.

I recommend heading over to Pocket-lint to check out a gallery of photos from the launch event with lots more images of the device and UI. I’m looking forward to hearing more about the First ELSE and ELSE Intuition in the coming months. Are you guys with me?


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Jeremy To

Jeremy is a former editor at Pocketables.

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