Emblaze Mobile of Israel (now calling itself Else) is to launch a mobile phone to take on the iPhone. The First ELSE was previewed this week in London and has a 3.5in capacitative touchscreen, 5 megapixel camera, A-GPS and Wi-Fi.
The ELSE uses a Linux mobile operating system platform called “ELSE Intuition” developed jointly between Emblaze and ACCESS of Japan, and the handset will be launched with its own apps store, hence the early preview to encourage developers to support it and the interface - it uses gesture control and opens applications by simply drawing one letter on the touch screen. If it can't get traction with developers then it will fail.
It will launch on 3 in the middle of next year.
Emblaze has slowly moved up the value chain, from developing mobile video codecs to applications processors (used by Samsung) and now the operating system, handset and apps.
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