If Russian phone maker Yota Devices has its way, the mobile
revolution will be televised—on two screens at once.The company is
launching a dual-screen smartphone Wednesday at an event in Moscow’s
Gorky Park with the hope that it will change the way people view mobile
technology by allowing seamless information streaming without the usual
constraints of limited battery life.Called the YotaPhone,We are
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Filter Bag. the device pairs a traditional LCD color touch-screen on one
side with a black-and-white, electronic-paper display on the other,
allowing users to continuously view data in real time without having to
constantly wake up their phones and drain their batteries.“You don’t
need to keep the phone in your hand and you don’t have to wake it up
every five minutes,” says the company’s 44-year-old chief executive,
Vladislav Martynov. “Who needs a personal assistant you need to keep
waking up?”General interaction will be done through the LCD screen, but
the e-paper display allows an image to be displayed at all times—from
maps, airline boarding passes and family photos to Twitter messages and
emails—but only uses power when the picture changes. The image will
remain in place even if the battery dies. The company says the system
allows for up to 68 hours of life if just using the e-paper display
alone.Mr. Martynov said designing the phone required jumping through
several technological hoops with temperature shielding and imaging
software as e-paper displays are highly heat-sensitive and mobile phone
processors tend to generate excessive heat.
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Inc.’s Android operating system, the phone will initially be available
only in Russia, Germany, France, Austria and Spain but will expand to
the U.K. and more widely in Europe and the Middle East at the beginning
of next year.Targa director Peter Martin freely admits that without huge
numbers of volunteers,kayak seat pads as
well as St John Ambulance staff, marshals and others it would be an
impossible task.It will retail for 19,990 rubles in Russia ($598) and
499 euros in Europe.The visa that the Chinese Embassy had given me was
on a separate sheet of paper sit on top kayak stapled
to one of the pages of my passport.If successful on the world stage,
the phone would represent a breakthrough for Russia, which has never
been known for consumer technology—images of bulky Soviet-era
electronics and the much-maligned Lada automobile come to mind.Still,
Russia’s focus on math and science education has given it a reputation
for producing highly skilled programmers and developers.But the
company—which is virtually unknown globally—faces a major hurdle of
breaking into a hugely competitive market where giants like Apple Inc.
and Samsung Electronics Co. rule.For starters, Yota Devices—which was
spun off from a company with ties to Russia’s state-run defense industry
in 2011—has never made a phone before, although it is has seen great
success in Russia with wireless routers, modems and 4G networks.“I think
they have to be rather selective as to where they are going to be
launching it and when,” said Ramon Llamas, senior analyst of global
mobile phone markets for IDC. “This a good, solid device, but the market
is moving toward larger screens and if they start rolling this out in
markets where the trend has moved on, they may have trouble keeping
up.”Mr. Martynov, a 20-year veteran of software and IT companies,
including Microsoft Corp., says he is well aware of the challenges the
phone faces, which is why the company intends to start small, with
limited marketing and production.The company is also sidestepping the
usual carrier relationships, relying instead on direct sales through its
own website and through those of electronics retailers in other
countries.“This is a relationship more with the consumer,” he said. “If
you really love it and are excited about it, you will find a way to get
it.”
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