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Before customization for branded phones meant just new color scheme, wallpaper and icons. It’s becoming much much deeper. Puma phone is one the best current examples: it’s not just a Sagem device with changed icons and backgrounds. It has an original UI look and feel, a lot of sport-related apps and functionality. Not to forget the solar panel on the back used to recharge the battery.
Good times are coming for UI designers as a lot of non-mobile companies will try to enter the mobile area with a customized around their brands experience.
Fashion brands are doing that for some time time, but it’s not really interesting as it’s usually only about the logo on the device front and nothing more. The interesting trend is a UI and hardware design mix to enhance the whole experience. Like some watchmakers are trying to do in their phones, combining watch-themed interfaces and apps with integrated watch technology like moving rotors inside the device that use kinetic energy to recharge the battery.
Who’s next? Leatherman phone with digital compass and other useful apps, powerful LED flashlight and bottle opener? Duracell phone with energy saving apps that can work from any battery type from AAA to D?
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