Smartphone handset: build it yourselves

 

Build-your-own Google handset reconstructs smartphone

Barcelona (AFP) - With a smartphone that slots together piece by piece like Lego, US Internet giant Google is trying to reinvent the mobile as most phone makers are honing sleeker handsets.

The company aims to challenge its rival Apple's thin iPhones with the Google Ara project, giving smartphone aficionados the option to build their phone themselves.

Analysts say tech boffins will love it but remain cautious about how popular it may be compared to polished conventional smartphones that sit snugly in the palm.

Google says the Ara phone is part of its bid to widen Internet access to users in developing countries and could create a new industry for assembly-ready handset parts.

Google's associate, US firm Yezz, presented a prototype of the build-your-own device this week at the Mobile World Congress in Barcelona, the world's biggest wireless telecom trade fair.

The phone consists of a base structure on which various square, magnetic modular parts can be attached: screen, battery, camera, speakers and more. Google plans to release it in three sizes.

 

Build-your-own Google handset reconstructs smartphone

Ara would allow users to replace individual components rather than throwing the whole thing away and buying a new handset. It says the base unit will last at least five or six years.

"That is good for the environment," said Annette Zimmermann, a telecom specialist at German consultancy Gartner.

- Emerging markets -

Ara "could reshape the mobile landscape," said Paul Eremenko, director of the Ara Project, in a presentation to experts in January.

He said it aimed to gain six billion potential clients -- the current billion people who currently use smartphones "and five billion future users", most of them in emerging markets.

Google says a mid-range Ara phone could cost between $50 and $100 to produce, but has not given details of the likely sales price, leaving questions marks over how sustainable such a product would be.

"Google is not looking to make money directly with Ara," said Jerome Colin, a telecom expert at French consultancy group Roland Berger.

"It is basically looking to spread smartphones in countries with low purchasing power, and to unify the telecom world around its Android system."

- 'Paradox of choice' -

Tech fans and bloggers queued up to see the prototype presented in Barcelona, but analysts were sceptical.

"The trend in mobile phones is to have small, thin, really integrated products. If you make a product modular it immediately means that you're going to have to make compromises on that," said Ben Wood, head researcher at consultancy CCS Insight.

"The other question mark I have is: beyond geeks, who really knows" about components? he added.

"If I said to you, which processor do you want in your smartphone, I think you could stop people in the street and they'd just look at you like you'd landed from Mars."

Eremenko acknowledged that consumers risked being overwhelmed by too many technical options when it comes to choosing components.

"We need to resolve the paradox of choice," he said in January.

Google plans a test launch of the device in Puerto Rico by the end of this year.

"We will have to see if the public takes to it," said Zimmerman.

Google dominates the world of Internet searches and its Android operating system can be used on 80 percent of the world's smartphones. It also holds a large market share in wireless tablet devices.

Its senior vice-president Sundar Pichai said in Barcelona on Monday that it was in talks with telecom companies about possibly using their networks to operate its own mobile phone services in the United States.

AFP

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Apple CEO apologizes over China warranties

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American technology giant, Apple, has issued a public letter of apology to Chinese consumers over the company’s warranty policies in China. Apple’s CEO Tim Cook signed the statement, saying the company is sorry for any "concerns or misunderstandings" that have been caused.



In the letter, Cook said that over the past two weeks, Apple has received feedback concerning its warranty policies in China and the company has "reflected" on this.

He said APPLE takes the feedback seriously and is seeking to allay concerns that the company was being arrogant by not responding to them. He said this was due to lack of communication on Apple’s part and that it was sorry for any inconvenience caused to consumers.

In the statement, Apple said the company is making four major adjustments to improve its after-sales services for Chinese consumers, including improving its warranty for iPhone 4 and iPhone 4S, enhancing supervision over and training for authorized service providers.

APPLE’s apology comes after the China Consumer’s Association asked Apple to "sincerely apologize" to Chinese consumers and "thoroughly correct its problems," after taking little action to address criticism, started by China Central Television , which exposed Apple’s after-sales services failings in China in a special TV program.

The CCA demanded that Apple inform consumers if refurbished parts are used when repairing broken devices, and that repair costs should be calculated accordingly.

South Korea, Australia and Italy have filed similar claims against Apple, citing cases where refurbished products had been used to repair damaged iPhones, higher prices had been charged and its failure to publish warranty information in those countries.

Related post:

Why call US tech giant rotten Apple?

Why call US tech giant rotten Apple?

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Apple products have gained huge popularity in China over recent years. Iphones and ipads are the "must-have" accessory, particularly in urban areas while the company’s stores are often overflowing with customers trying out the latest gadgets.

But there’s now a scandal brewing over Apple’s warranty and repair policy, and concern that Chinese consumers are being given a rough ride.

In a recent interview, Apple CEO Tim Cook said China will soon become Apple’s biggest market.

For Apple, business must stay business

Apple Inc has been having a hard time in China since China Central Television (CCTV) revealed on March 15 that the technology giant allegedly applies a different service policy to Chinese consumers than in other countries and regions. A wave of onslaught has surged in Chinese State media in the past few days, with Chinese authorities ordering the company to change its policies or face punishment according to Chinese regulations.

However, many Chinese fans have shown their loyalty toward Apple, allying with some foreign media outlets in saying that this is a "well-coordinated" campaign led by the Chinese government to pinch the US company. It is also said that Apple is merely the victim of China's vengeance against the US government's treatment of Chinese telecom giants. China's Huawei and ZTE have long been restricted in the US markets under security and other accusations.

The drama began as a typical business incident, as CCTV did not only point its finger at Apple in its March 15 exposé. It is no good for either side that the issue is gradually turning political.

Generally speaking, CCTV's annual showcase program on World Consumer Rights Day has played a positive role in digging out business scandals. It is also the reason why the program has remained influential among Chinese viewers for a long time.

Had Apple been more sincere in its response to the criticism, the result could have been different. The statement Apple made right after the CCTV exposé was very different with that of other multinational companies who were also reported to have consumer rights issues. With the sheer weight of the company behind it, Apple's detached tone could easily be seen as proof of arrogance.

Apple has won respect from Chinese consumers with its perseverance in developing leading technologies and styles. But the company is not impeccable. Like its continuing stride in exploring for technological breakthroughs, the company also needs to keep working hard to raise its service quality.

Apple should not follow the media speculation and consider itself the target of political persecution. As for its fans in China, if they do love this brand, they should let the truth emerge instead of joining the speculations.

If the issue developed into a head-on confrontation between Apple and the Chinese authorities, the US company will never be a winner, nor will China necessarily do well. Of course, Apple will suffer the most, as its products are already facing increasing competition in China.

It will be wise for Apple not to entangle itself into political debates. For Apple, it is still a matter of business. - Global Times

Why call US tech giant rotten Apple?

State broadcaster Central China Television (CCTV) took the first bite. The People's Daily followed, and now others like Guangming Daily and The Global Times have joined the fray.

China's state media has been piling the pressure on Apple since the American tech giant was criticised during CCTV's annual show on March 15 to mark World Consumer Day.

This week alone, the People's Daily has run articles four days in a row to lash out at Apple for allegedly discriminating against its customers in China.

"Why is it that Apple is so incredibly brazen and arrogant in China when it doesn't dare to be so in the United States and other countries?" asked a commentator in the People's Daily, the mouthpiece of the Communist Party. It also likened Apple to a wolf pretending to be innocent.

Many observers are wondering about the real reasons behind the coordinated media attacks.

Could China be retaliating against the difficulties faced by its tech behemoth Huawei in the US? Or is it Apple's lack of advertisements in the state media?

"I wish I knew," Bill Bishop, a Beijing-based analyst and founder of The Sinocism China Newsletter, told The Straits Times.

There are some who say there is nothing more to it than Apple behaving badly.

"When it comes to China, a market with great potential, Apple has taken advantage of its fans' crazy enthusiasm by using incredulous sales tactics," wrote blogger Shu Shusi, a frequent commentator on consumer issues.

Not only are iPhones released later and sold at a higher price in China than elsewhere, their after- sales service is bad too, he added.

Apple might also have violated Chinese regulations, noted others. CCTV on Wednesday said consumers had complained that Apple offered only a one-year warranty for its MacBook Air in China, when the country's rules mandate a two-year warranty for the main laptop parts.

Then there is the sense that Apple needed to be taught a lesson for not being contrite enough.

"Errant companies" featured on CCTV's 315 Evening Gala, like Chinese net firm Netease, had been quick to apologise and make peace. But Apple insisted that its China customers enjoy the highest service standards.

Some wonder whether the attacks are just a case of tit-for-tat.

A US Congressional report last October accused Huawei of being a security threat.

"Just as the US attacked Huawei, China is taking it out on Apple in revenge," claimed "Blank Neo" on his Sina Weibo microblog.

Another possible explanation could be Beijing's unease with the wide usage of iPhones in China.

"There is a serious official desire for an indigenous mobile operating system," noted Bishop.

Also, the iPhone's operating system may be seen as a foreign security threat as it is a closed one and not easily monitored. The Android operating system, in contrast, is open and thus less of a threat, say observers.

The attacks could be a way of attracting eyeballs, suggested a consumer rights advocate.

"Apple has a huge customer base in China. Its news value is high," Wang Hai said.

What can Apple do to stop the rash of attacks?

Said Bishop: "I expect Apple to have to change its policies, express public contrition, and then this particular storm will blow over.

"They may also need to buy some ads on CCTV, as (search engine) Baidu and many other Chinese firms who have been on the receiving end did."

By Ho Ai Li

The Straits Times

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