<div><em>The new phones—SF1 and SF1.5, priced at $199 and $129 respectively, come with high-end technologies from Qualcomm, Dolby, Sony, Corning Incorporated, Google, MediaTek, Japan Display and Samsung, writes<strong> C H Unnikrishnan</strong></em><br><br>In an attempt to rebrand itself as a design-driven premium mobile phone maker, Dubai-headquartered Obi Mobiles Ltd has introduced its new mobile phone series -- Obi Worldphone-- at a global launch organised at the Autodesk Gallery in San Francisco on Wednesday (26 August).</div><div> </div><div>The first two premium-designed smartphones, which are priced very competitively, are aimed at attracting discerning young people in fast-growth markets such as Asia, Africa and the Middle East. Obi Worldphone, which integrates elegant industrial design with high-end technology, will be available in 70 countries, including India, by 2017.</div><div> </div><div> "Obi has taken the best of Silicon Valley – innovations in design, technology and high standards for manufacturing – and fused them into beautiful, powerful tools at attractive prices,” said co-founder John Sculley.</div><div> </div><div>“Our efficient cost structure and broad distribution combine to present empowering tools that help our customers achieve their aspirations,” added Sculley, a marketing veteran and former chief executive of Apple.</div><div> </div><div>Obi Worldphones were designed by renowned San Francisco-based product studio and Obi’s equity partner -- Ammunition.</div><div> </div><div>“With Obi we set out to create beautiful, original smartphones that go beyond consumers’ expectations. From concept through to manufacturing, we’ve paid incredible attention to quality, materials and engineering to achieve the highest level of design,” said Ammunition owner and noted designer Robert Brunner.</div><div> </div><div>“We’ve obsessed over every detail of the Obi experience — from industrial design, user interface and packaging — to deliver inspiring products that overturn the misconception that great design has to come at a high price,” he added in an interview. </div><div> </div><div>The new phones—SF1 and SF1.5, priced at $199 and $129 respectively, come with high-end technologies from Qualcomm, Dolby, Sony, Corning Incorporated, Google, MediaTek, Japan Display and Samsung to deliver a powerful performance. According to the company, Obi Worldphone is the first to address the market need between high-design smartphones at high prices and generic smartphones at low prices. </div><div> </div><div>Obi Worldphone SF1 is the company’s flagship 4G/LTE smartphone featuring best in class photography and audio capabilities. It has a raised 5-inch display made of durable Corning Gorilla glass 4, this phone’s premium feel comes from its reinforced fiberglass body and metal accents at the top and bottom of the phone. The SF1 also features a long-life, quick-charge battery and easy-access, dual SIM slot with micro secure digital (SD) expansion with a 2 GB RAM / 16 GB internal memory version.</div><div> </div><div>While, the Obi Worldphone SJ1.5 is a 3G smartphone powered by the MediaTek MT6580 Quad-Core processor. It has an asymmetrical design, with a crisp, squared-off top and a curved bottom that gives it a distinctive silhouette. The screen is made from 2.5D curved glass built flush with the body of the phone to give it a seamless feel in the hand. The SJ1.5 offers unique color and accent options, taking a more expressive approach. </div><div> </div><div> </div><div><em>The reporter was in San Fransisco at Obi's invitation and hospitality. </em></div><div><div class="yj6qo ajU" style="cursor: pointer; outline: none; padding: 10px 0px; width: 22px; color: rgb(34, 34, 34); font-family: arial, sans-serif; font-size: 12.8000001907349px; background-color: rgb(255, 255, 255);"><div aria-label="Show trimmed content" class="ajR" data-tooltip="Show trimmed content" id=":21y" role="button" style="border: 1px solid rgb(221, 221, 221); clear: both; line-height: 6px; outline: none; position: relative; width: 20px; background-color: rgb(241, 241, 241);" tabindex="0"><img class="ajT" src="https://ssl.gstatic.com/ui/v1/icons/mail/images/cleardot.gif" style="height: 8px; opacity: 0.3; width: 20px; background: url(https://ssl.gstatic.com/ui/v1/icons/mail/ellipsis.png) no-repeat;"></div></div></div>
