Tag Archives: Emblaze

RIP: First Else Phone

30 Jun

It took our breaths away at MWC this year and now it is nothing but a cool concept that never took off. Else Mobile’s First Else phone has now been laid to rest as the company failed to secure any carrier partnerships to launch the phone.

A press release from its group company, Emblaze, announced the demise of the intuitive phone:

Due to critical delays in deliveries and the current status of the project, the board has now decided to cease any further investment towards manufacturing of the First ELSE mobile device and to concentrate efforts only on licensing the ELSE Intuition platform and technology in order to realize its potential upside.

I’m not surprised by the way things have unfolded for First Else, considering the juggernaut of Android phones that have the backing of not only their manufacturers but even Google. The best opportunity the First Else phone would have had was to try and implement its ‘Intuition’ user interface on a low-cost touchscreen phone that would excite the first-time touchscreen phone users. Well, these guys should certainly start talking to one of our homegrown handset brands, who could be interested in the UI.

In the meanwhile, jog down the memory lane and see the First Else in action from our MWC coverage…