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Promoting Android into an ecosystem against Apple, and immediately after leaving Google with a huge $ 90 million severance payment, Andy Rubin, the “father of Android”, never regained the scene of the year.Many people may not be familiar with the name Andy Rubin, but people may be more impressed with the mention of the Android system, or the Silicon Valley sexual harassment storms that engineers once threatened Google ’s culture, and Andy RubinBin is the main character in the whirlpool.The latest controversial figure in the technology circle stayed in October 2019. He posted on his Twitter a bar-shaped phone that resembled a “remote control”, which became more and more uniform in most smartphones.Here, the strange design of this new machine smoothly attracted a lot of attention.The picture comes from Andy Rubin. Twitter originally thought that Rubin would soon return to the public with new products. However, after 4 months, Essential released the news of the company’s failure.Essential stated in a blog post that in addition to the difficulty of delivering the new Project GEM plan, software support for Essential PH-1, the only smartphone under Essential’s portfolio, will also end.This absolute niche brand in the world of Android phones ended its short but capricious life.Andy Rubin’s attempt to change the smartphone industry’s ambitions ended with the failure of Essential.Creative and poorly managed Andy Rubin spent half of his life dealing with mobile phones.He has worked in companies such as Apple, Microsoft, Google, etc., and has taken the lead in participating in important product research and development, and has created many communications patents.At the peak of Rubin’s global history of science and technology, he led the team to develop the Android system.This operating system with the highest share in the world has redefined the smart phone, sparking a revolution in the mobile field, and the glory continues to this day.After stepping down from Google ’s Vice President of Engineering with a huge severance pay in 2014, Andy Rubin did not start his retirement. He also had an ultimate goal: to build a machine that could imitate the owner ’s behavior and automatically respond to them.AI artificial intelligence phone for letters.The original idea of ​​Rubin was to support startups that manufacture hardware devices to help them make technological progress in AI, and then create a revolutionary product after Android.Invested in 360 ° video conferencing solution company Owl Labs, but the thunder was a little rainy, so the Android founder had to start his own company to build mobile phones.Unlike conventional mobile phones on the market, Rubin has not concealed its interest in the development of strange shapes.”Fantastic”, “exaggerated”, “flashy and weird”, all gorgeous colors and complex designs have been superimposed by Rubin.In May 2017, Essential introduced the first Android flagship phone with a full screen design-Essential PH-1.This mobile phone composed of a “beauty pointed” shaped screen, mirror ceramics, titanium alloy frame and external 360 ° rotating camera, has killed many obsessive-compulsive disorders.The picture is from Droid Life and judging from the strip phone Project GEM that was exposed in October 2019, Rubin obviously has interpreted the exaggerated design ideas to the extreme.At a time when other manufacturers are competing for a larger screen, Essential has gone the other way and developed this small-screen phone.The GEM ratio resembles a “remote control” is about 40: 9. It is equipped with a huge camera. From the operation point of view, it seems to emphasize giving up both hands and highlighting the convenience of one-handed operation.From the first Essential PH-1 to the now-defunct Project GEM, Andy Rubin’s ambition to subvert the rules of the smartphone industry is revealed.At the beginning of the business, Rubin and the team reached a tacit understanding. If they wanted to do, they would make high-end mobile phones, iPhone, Google Pixel and Samsung Galaxy S / Note series. The flagship models of these big manufacturers were all eyeed by Rubin and regarded as competing products.However, ideals are plump, and they are extremely skinny when they really fall into reality.The mobile phone is already a game for the big sharks. Andy Rubin tried to break through with a whimsical design, but he still couldn’t resist the defense of giant manufacturers with both technical and financial strength.Essential PH-1, as Rubin’s first mobile phone product, has stiffly delayed the delivery time by nearly three months, making users’ expectations for it greatly discounted at the beginning.In addition, when major manufacturers are rushing to start online, and offline does not hesitate to do brand promotion, Essential’s sales channel is a clear stream.There are no official advertising posters, and the entire online and offline stores only rely on Best Buy, a retailer, and there is only one Sprint for cooperation with operators.In the absence of brand influence, it is naturally difficult to persuade consumers to pay only for design and ideas.Extremely narrow sales channels, not cheap pricing, coupled with the double pinch of new products from Samsung and Apple in the same period, the total global sales of Essential PH-1 was finally fixed at about 150,000 units, even for mobile phone start-up brands.Good grades.Aside from the amount of overhead, Rubin has not fulfilled his promise to build a new open operating platform in terms of technological innovation. The system on the Essential PH-1 phone is still Android.When the Essential PH-1 was controversial, the company’s internal workforce also faced turbulence.In the first year of its founding, dozens of hardware, software engineers, and top executives have been lost. Brian Wallace, the former vice president of marketing, even chose to leave the company a few weeks ago.The founder of the company, Andy Rubin, was a mire in a long-term sexual scandal, which once caused the employees of the original company Google to protest and was condemned by American public opinion.Luo Yonghao, the founder of Hammer Technology, a difficult-to-breakout battlefield, couldn’t help but publicly praise the Essential PH-1 mobile phone. “This is an amazing product, and we can see a lot of novel ideas from the design. It’s amazing.Perhaps a similar experience is more sympathetic.Both companies are small manufacturers in the mobile phone market, and the entrepreneurs are very public. They both hope to change the existing pattern by creativity and novel designs, but they are also uncertain about the supply chain and market.With the launch of the first mobile phone, Essential has become more difficult.Product quality loopholes are frequent, and offline services and after-sales processing are far from other brands. These are fatal to a startup brand.With the response of Essential PH-1 in the market flat, Rubin’s trial and error opportunities are scarce.In October 2018, after a long struggle, Essential had to make a difficult decision: lay off about 30% of its employees.The large loss of personnel has made it difficult to carry out research and development, and the second bar phone Project GEM was delayed for two and a half years before being exposed.However, the dilemma that GEM is difficult to deliver also confirms from the side that the current global smartphone market has become saturated, and mobile phone startup brands are facing increasingly narrow market space.The emergence of a popular smartphone must be carefully designed, polished repeatedly, and constantly revised during market inspections.Rubin tried to create a new paradigm for smartphones, but the novel idea market didn’t buy it.Essential wants to create a unique AI smartphone, but ignores the most basic user experience.At first glance, it can’t meet the pain points of users, and mobile phone startups do not have a battle in the mobile phone market monopolized by the giants.A technology bull is not necessarily a good entrepreneur.The quality of a product may depend on technology, and the success of a product includes multiple factors.With the closing of Essential Company, the achievement of the father of Android seems to be fixed in the past and stayed at Google.But for such a technological genius who is constantly competing with the world, in the near future, no one knows what kind of cool stuff he will present to the world.Head image source: Droid Life.

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