Andy Rubin the creator of Android’s software launches his own Essential Phone
Andy Rubin the creator of Android’s software launches his own Essential Phone: A high end Smartphone had been launched by Andy Rubin who is amongst one of the creators of Google’s Android software. Andy Rubin has launched his own high end smartphone. Mr Rubin had earlier left Google in 2014 in order to create Playground. Playground is a technology investment company. Essential is one of the companies which has been funded by Playground and the Essential Phone is its first product.
The device will be running on the Android operating system and has went on sale for $699 in the US.
However, experts say that it will be difficult for the new brand to break into the huge market which is dominated by established brands.
According to analyst, Currently Samsung has the largest share in the smartphone market, which comprises of 21% of global sales, while Apple enjoys 14%.
Other than the Chinese giants which have been offering subsidised devices, for smaller firms is has bee difficult to command even single digit market share. Furthermore the pricing which has been set for the Essential Phone will set it an even greater challenge.
However Mr Rubin had told an audience at California that he believes that there is space in the Android market for another big player besides Samsung. According to him Essential was aiming to be a major consumer brand with several products.
Other than Phone, Essential will “soon” be launching a Home standalone assistant which will be similar to Amazon’s Alexa and Google’s Home.
The Essential Phone has been made from titanium and has a screen which stretches across most of the device, with minimal bezel.
On the reverse, two magnetic dots are designed to make it simple to snap-on accessories, such as a 360-degree camera add-on the company is also offering.
According to Essential the phone features two built in camera’s which make taking photo’s in low light much easier. Adding to that The front facing (selfie) camera is up to the standard of the competitors, the phone offers an eight megapixel sensor.
Mr Rubin has promised that the titanium design makes the Phone strong enough that it will not require a case. The phone has no logos on the device, something which aids the clean look of the phone, however this will make it even tougher to build brand recognition among smartphone buyers who do not follow technology news.
Specifications of the phone will not shake up the smartphone market in any meaningful way. However, Mr Rubin’s reputation as one of the man who had designed the most-used mobile operating system today will mean Essential will be a company to watch.
Andy Rubin the creator of Android’s software launches his own Essential Phone
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