If you’ve been keeping an eye on the latest and greatest mobile innovations from the 2014 Mobile World Congress in Barcelona you may be left a little disappointed and underwhelmed by what the big boys have had to show off.
Sure Samsung, Sony & Nokia have all announced new phones but these have generally been a simple improvement in specification and offering nothing innovative. Even Nokia’s bigger announcement of yet another OS seems to offer ‘Android without all the apps’.
However, the good news is that there is one great example of smartphone innovation and as is often the case it comes from a smaller business with a real focus on creating something disruptive based on better addressing customer needs.
OK, you could argue the YotaPhone 2 which offers two screens – one traditional colour touchscreen and one e-ink touchscreen) is an evolution of last year’s product but it continues to demonstrate this company progressing fast creating a really innovative new product.
So why is the YotaPhone a good example of innovation?
- It addresses real customer needs not fully met by existing products – the inclusion of the e-ink screen not only addresses the issue of ‘battery drain’ but it also helps reduce eye fatigue for prolonged use and also helps with visibility when out in daylight.
- It is prepared to be bold and think differently about the solution – having two screens with different purposes is a completely unique proposition and helps create a clear brand and product offer for the YotaPhone.
- It is simple and well executed – in many ways the YotaPhone is simply an e-reader stuck to the back of a traditional smartphone. Of course, like all great innovations the beauty is in the quality of the execution and the YotaPhone 2 seems to have made great progress in this area both in the physical design and the user experience.
Will the YotaPhone2 become the world’s biggest selling smartphone? Probably not. There are still major marketing issues to be addressed including distribution and pricing.
However, which product at MWC makes me smile most and which company feels like it would be a good place to drive innovation? That would probably be Yota.