Russian phone brand Yota, recently launched a daring new smartphone that includes a secondary e-ink screen, designed to work in tandem with a primary AMOLED screen and significantly increase battery life. This is Yota's second stab at the smartphone market after the first YotaPhone failed to make much of an impact, and marks a revolutionary approach that could have dramatic implications on the way smartphones are designed and used in the near future. It's also caused quite a stir in its native country earlier this year when Russian president Vladimir Putin presented the phone as a gift to Chinese president Xi Jinping at the Apec Summit in Beijing. The phone was also recently named the “Most disruptive smartphone of 2014” by Forbes!
Russian phone brand Yota, recently launched a daring new smartphone
The front of the YotaPhone 2 sports a traditional, five-inch AMOLED screen, with boasts a high definition resolution of 1920 x 1080 pixels and a pixel density of 442 per inch. To put that in perspective, the iPhone 6 only manages a pixel density of 326 per inch. It's not exactly lacking under the hood either, with a 2.2GHz quad-core Qualcomm processor, 2GB of RAM and 32GB of internal storage. This puts it at the high-end of the mid-range smartphone market, and that's before we even factor in the groundbreaking USP.
The e-ink rear screen was designed by interactive design and user-experience agency AllofUs
The only feature it lacks is an exceptionally powerful camera, with the manufacturers opting for a mere 8 megapixels. Yota Devices CEO Vlad Martynov, however, believes that by keeping the specs reasonable and cutting back on an extravagant camera, they are cornering a new market. He said, (of elaborate specs and 40+ megapixel cameras) “Why do people need them?” And he might have a point. He feels that “Consumers are being brainwashed by marketing tactics,” and says that by going against the grain they are actively “Challenging the smartphone industry.”
“Consumers are being brainwashed by marketing tactics” Vlad Martynov
The phone has been designed to solve the frustration many users feel with existing sleep-mode screens. Martynov explains that the average smartphone user picks up their phone over 150 times a day. That's 150 times a day swiping away the sleep screen and punching in our passwords. The e-ink rear screen designed by London's award-winning interactive design and user-experience agency AllofUs, has been designed to combat this inconvenience.
YotaPhone 2 – The Phone With Two Fronts
The e-ink screen will be familiar to anyone who has ever used an Amazon Kindle. The main draw is that it uses significantly less power than a conventional touch screen, and can be viewed comfortably in all manner of lighting conditions. The 940x540 resolution screen will remain even if the phone's battery is drained, and allows for 100 hours of comfortable e-reading. The screen isn't just used for checking the time or browsing messages either, the YotaPhone 2 runs on the stock Android KitKat operating system, which can also be used via the e-ink display! Indeed, any Android app can be run on the e-ink screen via a feature called YotaMirror, though users will have to get used to playing Angry Birds in various shades of grey.
The e-ink screen uses significantly less power than a conventional touch screen
The rear screen will also have its own array of bespoke apps and modes, as well as a customisable dashboard and additional features such as one-touch call response. AllofUs has also included a YotaEnergy mode, which roughly triples the battery life of the phone. The consultancy's co-founder Nick Cristea, said “Ultimately, the success of having an additional e-ink display will come down to the design and user interface,” which is where they were brought in to help, “Starting with the device USPs and how they match real consumer needs.” I can't personally speak for all consumers, but the thought of having all the information I need without having to scroll through a single menu means that I for one will be first in line if and when the Yota 2 eventually makes it's way to the old reliable Carphone Warehouse.
The YotaPhone2 was unveiled to the public at the Mobile World Congress in Barcelona
The YotaPhone2 was initially unveiled to the public earlier this year at the Mobile World Congress in Barcelona. It launched in London officially last tuesday (December 2) for £555 and will rollout to the rest of Europe by the end of the month and the rest of the world early next year. The device is primarily being marketed online. It's available now via the official Yotaphone website.
The rear screen will have its own array of bespoke apps and modes
Whether or not major phone manufacturers will respond with their own e-ink displays has yet to be seen, but it wouldn't surprise me. The smartphone market is highly competitive and has absolutely no shame when it comes to ripping off another company's good idea. What do you think? Sound off in the comments below.
Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK. He probably reaches for his phone at least 200 times a day. It's a very modern (and worryingly common) compulsion.
