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Phone from the Creator of the Android OS is ready to compete with Apple and Samsung

Телефон от создателя ОС Android готов конкурировать с Apple и SamsungBrand Essential can create a special emotional connection with the consumer

Essential Products Inc. (the company founded by the Creator of Android Andy Rubin earlier this year announced its first smartphone, Essential Phone) has confirmed the receipt of investments in the amount of $ 300 million.

Substantial sum corresponds to the ambitious goal of a startup to compete with Apple and Samsung in the market of expensive smartphones.

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Among decided to support the developer “iPhone killer” was an American online retailer Amazon (or rather, its venture capital division — Alexa Fund) and Chinese Internet giant Tencent. In addition, the company called the retail partners that will support the launch of Essential Phone in the United States: this is the Best Buy (one of the nation’s largest networks of hypermarkets of electronics) and the same Amazon.

At the same time, representatives of Essential Products Inc. and could not accurately answer long exciting question: when her smartphone, which was announced may 30, will finally go on sale. On the day of the announcement of the company’s representatives promised that this will happen before the end of June. But it was August, and the response in Essential remained vague: “a few weeks”. However, the company President Niccolo De Masi said in an interview with The Wall Street Journal that call the exact date of launch… in a week.

Essential drew attention to his $ 700 smartphone from ceramic and titanium primarily due to the reputation of the founder. Andy Rubin sold his startup, developed a Linux-based mobile OS Android by Google in 2005, and today this OS is a world leader in the number of devices on which it runs. According to StatCounter, in March 2017 Android devices in the world has become more than personal computers with different versions of Windows.

If the company ruby will continue to delay the release of the device on the market, he will have to immediately engage in close combat with the leaders. Apple and Samsung are expected in September will begin selling its new flagship smartphone: iPhone 8/7s and Galaxy Note 8, respectively. Competitors Essential Phone can oppose only a relatively original design, premium materials, and the ability to easily connect additional modules like 360-degree cameras. In addition, the company plans to release the “smart” column for at home, similar to Amazon Echo, Google and Apple HomePod Home.

De Masi is confident that the brand will be Essential to create a special emotional connection with the consumer, and another success will be the ability to implement technological innovation bolder and faster than do large hulking competitors. On sale like Apple and Samsung in the company of Andy Rubin still do not expect: President Essential says that the smartphone is made of ceramic and titanium, in principle, impossible to produce in the same extent to which Apple produces its iPhone. According to him, Essential to be a great success to sell in the first year several million devices.

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