Emblaze promises to change mobile use with First Else

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Startup mobile phone maker Emblaze Mobile claims its debut First Else handset will turn the smartphone market on its head.

The First Else officially broke cover at a launch event yesterday, and Emblaze says its Linux-based Else Intuition operating system puts applications centre-stage rather than the phone itself.

The company's chief executive Amir Kupervas said Else Intuition, which was developed jointly by Access and Emblaze on the Access Linux platform, was the key to that change, and would change the way we think about smartphones.

“Imagine a device that is not a phone surrounded by gimmicks you will not use; where the camera literally replaces your digital camera; you get real-time push email wherever you are on the globe; almost every song and film in the world is one click away; and any one of its multitude of features is reached with no more than one light gesture of your finger and not buried deep inside folders within folders," he said.

On the hardware front, the First Else's features include a 3.5in touchscreen, 32GB of on-board storage, a five megapixel camera, 3G connectivity, Wi-Fi and assisted GPS.

Notable software features include noise-cancellation, a silent communication mode which lets you trigger an automated response to incoming balls when in a meeting by pressing a single button.

Kupervas confirmed that the First Else would only see the light of day in 2010, but didn't say exactly when, or what it will cost.

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