We have a new contender in a smartphone space. “Essential” is a new OEM that came seemingly out of nowhere, announced by Andy Rubin a tiny nine months ago. Rubin is the co-founder and former CEO of Android Inc., a tiny association that was snatched adult by Google in 2005 and went on to build a world’s many renouned handling system. Rubin left Google, and Essential is his new startup with ambitions in a smartphone and intelligent home markets. Amazon, Tencent, and Foxconn have already invested in Essential, and the latest turn of appropriation values a association at more than a billion dollars—and this was before it even shipped a product.
With a launch of a “Essential Phone,” we finally have that initial product: a high-end, $700 smartphone using a handling complement Rubin helped create. The phone some-more or reduction leaves Android alone, and, with a subsidy of hardware manufacturer Foxconn, many of a creation here is in a hardware.
And child is this a unique-looking square of hardware. It’s made out of titanium and ceramic, and a Essential Phone takes a dauntless and engaging pattern choice to cut a cube of a shade divided to make room for a front-facing camera. It also brings us nonetheless another modular system, that primarily has a 360-degree camera as a usually accessory. Nothing else out there utterly looks or feels like a Essential Phone.
Essential’s bad initial impression
While this is a new product from a new company, Andy Rubin’s lane record with Android lends Essential an atmosphere of credit immediately. There are still a ton of questions about the company, though. What will support be like? Will updates come fast or not during all?
For Essential, well, things are off to a hilly start. At a Code Conference on May 30, Rubin pronounced a Essential Phone would boat in “30 days or so.” The association not usually missed this deadline though wasn’t even close. The tangible initial boat date for some phones, August 25, was only a few days bashful of 3 months after Rubin’s interview. The shipping duration was chaos, too, with business stating missed shipping deadlines, cards being charged though shipments, and problem contacting patron service.
— Eugene Bogorad (@Bogorad) August 30, 2017
When it finally came time to boat phones, Essential sent out a weird e-mail to some users seeking for cinema of their driver’s licenses or passports in sequence to accept a phone. Sending personal information over e-mail is never a good idea, though Essential done things most worse when it incidentally CC’ed several other customers in a ID ask e-mail. Customers responded to a e-mail with photos of their ID cards, that sent their personal information out to other pointless business in a CC field.
In a blog post on Essential’s site, Andy Rubin described a issue: “We done an blunder in a patron caring duty that resulted in personal information from approximately 70 business being common with a tiny organisation of other customers.” He apologized for a information leak, job a occurrence “humiliating.”
This was all a really bad initial sense for Essential, and it should give any intensity business pause. Can a phone itself palliate some of that bad ambience in customers’ mouths?